Research On Ski Tourists’ Tourism Consumption Decision Based On Grounded Theory

Ski tourism is a comprehensive service industry which integrates ice and snow,sports,and tourism.With the development of socio-economic industries and the growth of demand for leisure tourism,ski tourism has entered the public’s field of vision as an extremely experiential and healthy outdoor sport,and has quickly gained the attention and favor of tourist consumers.However,through searching and combing related literature,it is found that there are very few researches on the tourism consumption decision-making of ski tourists in the existing research.So this article starts from ski tourism consumers,explores ski tourists’ tourism consumption decision-making theory,and further understands the process of ski tourists’ tourism consumption decisionmaking behavior,in order to promote the scientific and orderly and quality development of my country’s ski tourism industry,and effectively meet the growing Ski touring demand of the public.This article is based on qualitative research,supplemented by quantitative research for verification.With the help of specific research methods such as semi-structured indepth interviews,questionnaire surveys,and structural equation modeling,the following research conclusions are finally drawn: 1.The statistical results of individual characteristics show that ski tourists tend to be younger,the overall education level is relatively high,and unmarried and childless tourists account for the vast majority.From a regional perspective,tourists from the north are the main participants,and most ski tourists will choose to go out together,and are affected by factors such as seasons,weather,holidays,etc.Most tourists participate in ski tours on average 1-2 times a year;2.The results of exploratory factor analysis and confirmatory factor analysis show that the tourism perceived value of ski tourists mainly includes four dimensions,and tourism quality,social and emotional,and convenience value have a positive effect on tourism perception value,while cost perception is the opposite,which will have a negative impact on tourism perception;3.The perceived value of tourism has a positive effect on the willingness of tourism consumption and tourism consumption behavior,and the calculation results show that the perceived value of tourism has a higher degree of influence on the willingness of tourism consumption.At the same time,the results of the mediation effect model show that the willingness of ski tourists to travel as a part of the mediator affects tourists’ perception of tourism value and tourism consumption behavior;4.The results of the effect test of the moderating variables show that the external tourism consumption scenarios will have a moderating effect between the tourists’ travel intentions and travel behaviors.Among them,the perceived risk of ski tourists will have a negative regulation effect,and the control of ski risk will have a positive regulation effect.Based on the above research process and research conclusions,the article puts forward the following five suggestions for the development of the ski tourism industry in the last part of the article: 1.Subdivide the ski tourist market and design tourism products in a targeted manner;2.Enrich ski tourism projects and content,Improve related supporting facilities;3.Strengthen information promotion and multi-channel marketing of ski tourism products;4.Enhance risk awareness,build risk control measures and security systems;5.Attach importance to tourist management,and establish ski tourist consumption archives.This article explored the establishment of a ski tourist consumption model,and clarifies the correlation and relationship between the research variables.It enriches the theoretical system of ski tourism and ski tourist consumption decision-making,and it has greater practical significance for the scientific and orderly development of the ski industry and the reasonable decision-making of ski tourists.In addition,this study also has some unavoidable shortcomings,including the scale and measurement index design and the sample size of the empirical study.Further improvement and perfection are needed in future research.