Consumption Intention Of Competitive Sport Event Tourism:A Self-Determination Theory Perspective

With the increase of people's income levels and the upgrade of consumption patterns,the search for a healthier lifestyle has become an ideal for more and more consumers.Recently,the sports industry tourism industry,as a green industry and a rising sun industry,is developing rapidly,showing great development potential.The development of the sports event tourism industry not only reflects changes in consumer travel habits,but also shows changes in consumer lifestyles.The experiential sports tourism represented by "sports + tourism" has won the favor of many consumers.Tourism motivation as the starting point of tourism consumption behavior of sports events is the direct cause of tourism behavior.For marketers of sports event tourism related companies,it is particularly important to understand the psychological motivation behind consumers' choice of sports event tourism consumption.It can help companies with brand positioning and marketing communication strategies.However,most of the research on sports event tourism in China's academia currently stays in the field of sports event tourism development and research,and pays less attention to the psychological motivation behind sports event tourism consumption.This article aims to use the self-determination theory to explore the motivation of sports event tourists,and further explore the influence mechanism of tourism motivation of sports event tourists on their consumption behavior intention.This article mainly adopts literature data method,questionnaire survey method and mathematical statistics method.First,through reading the literature,the concepts of sports event tourism,sports event tourists,tourism motivation and consumer behavior intentions are clearly defined.Based on the self-determination theory,the constituent elements of sports event tourism motivation are described.Compared with domestic and foreign The research results on sports tourism motivation are relatively rich,so the quantitative research results on tourism motivation of sports events in foreign countries are collected to form the theoretical basis of the paper;then on this basis,the research hypothesis is proposed based on the self-determination theory,combined with the relevant research of predecessors to determine the scale Finally,through questionnaire surveys and mathematical statistical methods,empirical research is conducted,the collected data is sorted and analyzed,and related hypotheses are tested.The data analysis results show that:1.Under the analysis framework of self-determination theory,sports tourism motivation can be divided into autonomous motivation and control motivation.Among them,autonomous motivation includes learning motivation,emotional motivation and control motivation.Control motivation includes social identity motivation and destination environment.Three dimensions of motivation and organization motivation;2.Gender in different demographic characteristics has no significant difference in various dimensions of autonomous motivation,control motivation and consumer behavior intention;age has learning motivation,emotional motivation,competitive motivation,social identity motivation,competition organization motivation and consumer behavior intention There are significant differences;education level has significant differences in learning motivation,competition motivation,competition organization motivation and consumption behavior intention;monthly income status has significant differences in emotional motivation,competition motivation,destination environment motivation and consumption behavior intention;3.Learning motivation,emotional motivation,competition motivation and event organization motivation have a positive effect on the consumption behavior intentions of sports event tourists.