The Research Of The Motivation Of Sports Tourism Of Shanghai University Students Bsaed On The Push-pull Theory

With the continuous development of sports tourism and the transformation of people's consumption mode,China's sports tourism industry has ushered in the golden period of development.As a group with tourism consumption potential,college students are an important part of the tourist market of sports tourism in China.Therefore,it is very important to further understand and analyze the travel motivation and demand characteristics of this group to further open the sports tourism market and promote the development of College Students' sports tourism products.Based on push pull theory,this paper construct a scale of push,pull and resistance for college students' sports tourism motivation.By means of literature,questionnaire and mathematical statistics,this paper analyzes the characteristics and classification of sports tourism motivation of college students in Shanghai.At the same time,the single factor variance analysis is used to investigate whether the individual characteristics of college students have significant influence on the pushing,pulling and resistance of sports tourism motivation.Finally,a structural equation model is established to explore the relationship between sports tourism motivation and participation behavior.The main conclusions of this study are as follows:Firstly,the push motivations of sports tourism participation in Shanghai college students are "curiosity and social","relief and escape" and "promotion of self achievement";the pulling motivation includes "infrastructure and service","tourism resources" and "accessibility",and resistance factors are "safety and risk","time and cost".And "cognition and experience".Secondly,there are significant differences among college students in different gender,grades,majors and consumption levels.Thirdly,the two pushing motivations of "curiosity and social","promotion of self achievement" all have a significant positive correlation with sports tourism participation,the more intense the two motives,the stronger the participation of sports tourism;There is no correlation between the three pulling motives of "infrastructure and service","tourism resources" and "accessibility",and sports tourism behavior.in resistance factors,"cognition and experience" has a significant negative impact on sports tourism participation,which indicates that lack of cognition and lack of sports travel experience will seriously impede the possibility of College Students' participation in sports tourism.Based on the above analysis results,combined with the needs of College Students' sports tourism market,this paper puts forward the following suggestions.First,we should make clear the intrinsic motivation of College Students' sports tourism participation,design and plan sports tourism lines and products according to their preference characteristics.Secondly,starting from the source,creating special projects,improving the infrastructure and service,promoting the attraction of sports tourism destination,and cleaning up the participation of College Students in sports tourism.Obstacles and concerns.