A Study On The Influencing Factors Of Cycling Tourism Consumption Behavior Under SOR Theory

Bicycles are not only an important means of transportation for people’s daily travel,but also a major leisure method in sports tourism that integrates functions such as physical fitness,green and low-carbon,and fashion trends.As a subdivision of sports tourism consumption,cycling tourism consumption has become one of the activities with broad development prospects.The sports and tourism industry in Chengdu is thriving,and the overall development of cycling tourism has shown a trend of primary consumption,highlighting the surging momentum of development and the strong consumption ability of citizens.The 100 km round-the-city greenway cycling card has become a new trend and wind vane of outdoor cycling tourism for Chengdu citizens.Therefore,based on the S-O-R theory,this article explores the impact mechanism of cycling tourism consumption behavior on the green road around Chengdu,with a view to promoting the upgrading of cycling tourism consumption.Firstly,it defines the concept of cycling tourism through literature review,combs the research results on influencing factors of cycling tourism and consumer behavior,and summarizes the application and development of S-O-R theory.According to the research scope and research focus of this article,an interview item was designed.After in-depth interviews were conducted with the management personnel of cycling clubs and consumers of cycling tourism on the green road around Chengdu,the interview results were coded and processed using Nvivo12 in combination with the actual situation of cycling tourism consumption on the green road around Chengdu and relevant literature.Subsequently,based on the S-O-R theoretical model,a theoretical model of the factors affecting the consumption behavior of cycling tourism along the Chengdu Belt Greenway was constructed based on literature and interviews.Secondly,in the empirical analysis stage,a questionnaire was designed to investigate the factors affecting the consumption behavior of Chengdu’s round-the-city greenway cycling tourism.The research object was determined to be consumers over the age of 18 who participated in round-the-city greenway cycling tourism.Then,the reliability and validity of the collected survey sample data were tested,the statistical characteristics of consumer participation were analyzed,and the influencing factors of consumer behavior were analyzed.Then,the structural equation model is used to test the impact path and intermediary path of the consumption behavior of cycling tourism around the greenway in Chengdu.The study found that stimulating factors such as physical and mental pleasure,external publicity,and destination cognitive image positively affect the body’s perceived emotional image of the destination,while stimulating factors and body perception have a significant positive impact on the consumption behavior of cycling tourism around the greenway.Physical and mental pleasure,external publicity,and destination cognitive image can also have a significant positive impact on the consumption behavior of cycling tourism around the greenway through the mediation role of destination emotional image.Finally,the following research conclusions are drawn: Chengdu’s green belt cycling tourism has a high popularity,but the overall consumption level is not high;From the perspective of stimulating factors of cycling tourism consumption behavior,physical and mental pleasure and external publicity are important guarantees for generating cycling tourism consumption behavior,while destination cognitive image is the dominant factor for generating cycling tourism consumption behavior;The emotional image of a destination as perceived by the body plays a significant catalytic role in cycling tourism consumption behavior,and can also directly and positively affect consumption behavior.Therefore,the following countermeasures and suggestions are proposed for upgrading the consumption of cycling tourism around the city greenway: first,improve the cycling environment,create an atmosphere,and enhance consumption levels;The second is to complement the weaknesses in infrastructure construction and maintain the advantage of natural resources in the destination;Third,enrich the supply of cycling tourism products and stimulate the enthusiasm of cycling tourism consumption;Fourth,segment the market to enhance the emotional image of different consumer groups towards the destination.