The Influence Of Service Quality Of Sports And Leisure Town On Tourists Subjective Well-Being

As the industry with the greatest sense of well-being,the tourism and sports industries are playing an increasingly significant role in enhancing national well-being.With the advent of the era of mass tourism,tourists are paying more attention to spiritual needs in addition to material needs,which in turn has given rise to diversified forms of tourism,such as sports tourism,gourmet tourism and recreation tourism.Sports and leisure towns,as tourism activities that combine tourism,sports,leisure and cultural entertainment,are becoming increasingly popular with the public.Service quality is not only an important factor for sports and leisure towns to gain core competitiveness,but also plays an important role in visitors getting a good tourism experience.It is unclear whether the service quality of sports and leisure towns has an impact on the subjective well-being of tourists,in addition to affecting their satisfaction.Therefore,in the context of the rapid development of sports and leisure tourism,this paper explores the relationship between the service quality of sports and leisure towns,tourists’ satisfaction and tourists’ subjective well-being,with a view to proposing suggestions for improving the service quality of sports and leisure towns from the perspective of enhancing tourists’ subjective well-being.This study takes service quality theory,experience economy theory and spillover theory as the theoretical basis,and takes the existing studies on service quality,tourists’ satisfaction and subjective well-being as the empirical basis,firstly constructs a theoretical model on the relationship between service quality,tourists’ satisfaction and tourists’ subjective well-being in sports and leisure towns,secondly obtains the measurement index system of the three variables in this study based on the findings of previous studies.In this study,three typical sports and leisure towns in Shanghai were selected as case studies,and a questionnaire survey was conducted on visitors to these towns.A total of 502 questionnaires(237 offline and 265 online)were collected,of which 435 were valid,including 220 offline and 215 online,with a valid return rate of 86.7%.After testing the reliability of the questionnaires using SPSS 26.0 and AMOS 26.0,a structural equation model(SEM)was constructed using AMOS 26.0 to test the hypotheses of the theoretical model proposed in this study.The results of the study verified that the hypothesis propositions related to this study were valid:(1)the service quality of sports and leisure town significantly and positively influenced tourists’ tourism satisfaction(p<0.001);(2)the service quality of sports and leisure town positively influenced tourists’ subjective well-being(p=0.009);(3)tourists’ tourism satisfaction significantly and positively influenced tourists’ subjective well-being(p<0.001);(4)tourists’ satisfaction has a partial mediating role in the relationship between service quality and tourists’ subjective well-being in sports and leisure towns(p=0.010);(5)The test results for the relationship between the dimensions under the variables show that among the 23 hypothesized path relationships in the relationship between service quality,tourists’ satisfaction and tourists’ subjective well-being in sports and leisure towns,there are13 path relationships that reject the hypothesis,and 13 path relationships that accept the hypothesis 10,with consumer service quality being the only dimension that had a significant positive effect on both positive visitor sentiment(p<0.001)and life satisfaction(p=0.006),and a significant negative effect on negative sentiment(p=0.029).Based on the above findings,the following research conclusions are obtained:sports and leisure tourism plays an important role in enhancing the subjective well-being of tourists;and service quality,as an important factor for sports and leisure towns to gain market competitiveness,should be paid close attention by managers;female groups are the main force of sports and leisure tourism,and are more prone to negative emotions than male groups,while the most capable of causing negative emotions in tourists are services related to consumption,This suggests that when improving service quality,the focus should be on improving the quality of consumer services.Combining the research findings and conclusions,this paper proposes the following recommendations from the perspective of improving the service quality of sports and leisure towns: improve the supporting facilities of sports and leisure projects to enhance tourists’ satisfaction;improve the safety management of sports and leisure facilities to enhance tourists’ safety and security;provide professional and complete service content to meet tourists’ diversified sports and leisure needs;improve key service quality elements to enhance tourists’ subjective level of well-being.