Study On Consumer Satisfaction Of Mass Ski Resort In Guanzhong Area Of Shaanxi Province

The report of the Party’s twenty National Congress makes a comprehensive and systematic exposition of Chinese-style modernization,and also puts forward specific requirements for the development of Chinese sports.The 20 th National Congress of the Party pointed out that the sports industry will become an important part of the national economic development,the high-quality development of the sports industry to do a good job in the supply market,the implementation of high-quality development as the main line,in the Party’s 20 Congress was further strengthened.In recent years,the General Office of the CPC Central Committee and The General Office of the State Council have thoroughly implemented the relevant requirements of the Opinions on Vigorously Developing Ice and Snow Sports by taking the 2022 Beijing Winter Olympics as an opportunity and the Outline for Building a Powerful Sports Country issued by The General Office of the State Council,so as to better promote the popularization and development of mass ice and snow sports and further implement the strategy of "South Exhibition,West Expansion and east expansion" of ice and snow sports.With efforts to achieve the goal of "5 million people on ice and snow" and under the background of major national development strategies such as healthy China and rural revitalization,Shaanxi’s sports industry has been further developed.As the carrier of snow and ice sports,ski resort is a necessary condition for the development of snow and ice sports.The high quality operation and development of ski resort is of great significance for the popularization of ski sports and the development of ski industry.By means of empirical research,this paper takes the consumer behavior and consumer satisfaction of mass ski resort(institute)in Guanzhong area of Shaanxi Province under the construction of Guanzhong Plain urban agglomeration as the research object,adopts scientific research methods such as literature,questionnaire,mathematical statistics,expert interview and field investigation,and uses data analysis software such as spss and amos.The main situation of public ski resort in Guanzhong area of Shaanxi Province is studied.This paper selects the Chinese consumer satisfaction model as the theoretical reference model and constructs the index system of consumer satisfaction in Guanzhong area of Shaanxi Province.Firstly,the paper describes the number,scale,opening time,service number,market share,consumer reputation,operation management characteristics,relevant publicity and promotion of several major representative ski resorts in Guanzhong,Shaanxi Province,and then makes descriptive statistics on the basic characteristics and behavioral characteristics of mass ski resort consumers.Secondly,amos was used to construct the structural equation model of customer satisfaction,and analyzed from the aspects of brand image,expected quality,perceived quality,perceived value,customer satisfaction and customer loyalty.Based on the index system of consumer satisfaction constructed by the measurement and the sample data obtained,the confirmatory factor analysis is carried out to explore the factors affecting consumer satisfaction in the mass ski resort in Guanzhong,Shaanxi Province.Draw a systematic analysis of the current operation status and problems of the mass ski resort in Guanzhong area of Shaanxi province and draw a conclusion,and then put forward suggestions to promote the high-quality development of Shaanxi sports industry.The research conclusions are as follows:(1)The brand image publicity of the ski resorts in Guanzhong area of Shaanxi needs to be further strengthened,and the consumer market needs to be further refined.(2)The surrounding facilities of the ski resorts in Guanzhong,Shaanxi Province are not complete,and the ski resorts are not strong in attracting consumers.(3)Consumer products and services provided by ski resorts in Guanzhong area of Shaanxi Province are simple,and consumers’ experience is not high.(4)The ski resorts in Guanzhong area of Shaanxi Province do not integrate well with the surrounding industries and have a single production and management mode.(5)The service management system of the ski resorts in Guanzhong area of Shaanxi Province is backward,and the perceived quality of consumers is not high.