女性参与冰雪体育旅游的影响因素研究
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摘要
冰雪体育旅游作为新兴产业,拥有巨大的市场前景,同时又是体育产业的重要组成部分,其产业潜在价值与潜在动能极大。研究以参与冰雪体育旅游的女性消费者为研究对象,研究目的旨在探究影响女性消费者参与冰雪体育旅游的因素,发现主要影响路径,以期壮大冰雪运动女性参与人群,扩大消费市场并提出相应的营销策略。研究运用方法目的链为研究工具,采用软式阶梯访谈方式,构建女性消费者参与冰雪体育旅游层级价值图。研究结果:女性消费者对冰雪体育旅游具有正向的影响作用,所重视的产品服务属性主要包括地理环境与位置、口碑评价、价格合理等10项内容;参与属性连结的结果为愉悦心情、增添运动技能等10项内容;参与结果连结的价值层级主要包括优越感(炫耀)、享受生活、审美等7项内容。研究结论:发现影响女性冰雪体育旅游消费者参与最主要路径是口碑评价、价格合理→愉悦心情→优越感、享受生活。
Ice and snow sports tourism,as a new industry,has huge market prospects,and is also an important part of the sports industry; its potential value and potential momentum are enormous. Taking the female consumers participating in ice and snow sports tourism as the research object,this study aimed to explore the influencing factors,and find out the main influencing path,in order to increase the female participants in ice and snow sports,expand the consumer market and propose corresponding marketing strategies. This study used the means-end chain as the research tool and used the soft step interview to construct the hierarchical value map of female consumers' participation in ice and snow sports tourism. The results showed that female consumers have a positive impact on ice and snow sports tourism,the attributes of products and services they attach importance to include 10 items,such as geographical environment and location,word-of-mouth evaluation and reasonable price,etc; the results of participation attribute link include 10 items,such as pleasure,sports skills and so on; the value level of participation link mainly includes seven items,such as superiority( showing off),enjoying life,aesthetics and so on. The conclusion was that main paths to influence female consumers' participation in ice and snow sports tourism consumers are: word-ofmouth evaluation and reasonable price pleasure,and followed by mood,and then by superiority and enjoyment of life.
Ice and snow sports tourism,as a new industry,has huge market prospects,and is also an important part of the sports industry; its potential value and potential momentum are enormous. Taking the female consumers participating in ice and snow sports tourism as the research object,this study aimed to explore the influencing factors,and find out the main influencing path,in order to increase the female participants in ice and snow sports,expand the consumer market and propose corresponding marketing strategies. This study used the means-end chain as the research tool and used the soft step interview to construct the hierarchical value map of female consumers' participation in ice and snow sports tourism. The results showed that female consumers have a positive impact on ice and snow sports tourism,the attributes of products and services they attach importance to include 10 items,such as geographical environment and location,word-of-mouth evaluation and reasonable price,etc; the results of participation attribute link include 10 items,such as pleasure,sports skills and so on; the value level of participation link mainly includes seven items,such as superiority( showing off),enjoying life,aesthetics and so on. The conclusion was that main paths to influence female consumers' participation in ice and snow sports tourism consumers are: word-ofmouth evaluation and reasonable price pleasure,and followed by mood,and then by superiority and enjoyment of life.
引文
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[4]刘东升.女性体育消费方式的演变及现代消费特征分析[J].体育与科学,2016,37(6):86-93.
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[8]张瑞林,李凌.冰雪体育旅游消费者行为与体验模式的影响研究[J].天津体育学院学报,2017,32(2):93-98.
[9]李凌,王俊人.消费者购买竞猜型体育彩票之影响因素初探[J].体育与科学,2015,36(2):11-18,25.
[10]齐慧芳,李凌.“跑者”运动参与动机的质性研究[J].南京体育学院学报(自然科学版),2017,16(1):144-149.
[11]王立燕.基于方法目的链的冰雪体育旅游消费者价值研究[J].体育成人教育学刊,2017,33(3):36-40.
[12]张瑞林,李凌,车雯.冰雪体育旅游消费决策影响因素的质性研究[J].体育学刊,2017,24(6):54-60.
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[15]李开.手段—目的链模型在中国消费者价值研究中的运用[J].经济理论与经济管理,2005(10):69-72.
[16] GUTMAN J. A Means-End Chain Model Based on Consumer Categorization Processes[J]. Journal of Marketing,1982(2):60-72.
[17] REYNOLDS TJ,Gutman J.Laddering theory,method,analysis,and interpretation[J]. Journal of Advertising Research,1998(1):11-31.
[18] WITTINK DR,VRIENS M,Burhennew.Commercial use of conjoint analysis in Europe:Results and critical reflections[J]. International Journal of Research in Marketing,1994(1):41-52.
[19] REYNOLDS SK,CLARK LA.Predicting Dimensions of Personality Disorder From Domains and Facets of the Five Factor Model[J]. Journal of Personality,2001(2):199-222.
[20]李凌.基于方法目的链的竞猜型彩票消费决策研究[D].长春:吉林体育学院,2016.
[2]张颖慧.基于女性旅游消费行为角度的市场营销策略研究[J].价格月刊,2014(9):61-64.
[3]马德浩,季浏.我国女性体育消费研究[J].体育文化导刊,2015(2):131-134.
[4]刘东升.女性体育消费方式的演变及现代消费特征分析[J].体育与科学,2016,37(6):86-93.
[5]徐晓琼.冰雪体育旅游产品需求及影响因素的研究:以辽宁省为例[D].上海:上海体育学院,2013.
[6]顾久贤. 2022年冬奥会的举办对区域消费需求与行为影响的研究:以河北冰雪体育旅游为分析个案[J].体育与科学,2016,37(3):114-120.
[7]张红星,赵金林.珠三角度假游客休闲体育参与动机、体验价值对重游意愿正向影响的因子分析[J].广州体育学院学报,2017,37(2):57-62.
[8]张瑞林,李凌.冰雪体育旅游消费者行为与体验模式的影响研究[J].天津体育学院学报,2017,32(2):93-98.
[9]李凌,王俊人.消费者购买竞猜型体育彩票之影响因素初探[J].体育与科学,2015,36(2):11-18,25.
[10]齐慧芳,李凌.“跑者”运动参与动机的质性研究[J].南京体育学院学报(自然科学版),2017,16(1):144-149.
[11]王立燕.基于方法目的链的冰雪体育旅游消费者价值研究[J].体育成人教育学刊,2017,33(3):36-40.
[12]张瑞林,李凌,车雯.冰雪体育旅游消费决策影响因素的质性研究[J].体育学刊,2017,24(6):54-60.
[13] MCINTOSH AJ,THYNE MA. Understanding tourist behavior using Means-End Chain theory[J]. Annals of Tourism Research,2005,32(1):259-262.
[14] NUNKOO R,RAMKISSOON H. Applying the meansend chain theory and the laddering technique to the study of host attitudes to tourism[J].Journal of Sustainable Tourism,2009,17(3):337-355.
[15]李开.手段—目的链模型在中国消费者价值研究中的运用[J].经济理论与经济管理,2005(10):69-72.
[16] GUTMAN J. A Means-End Chain Model Based on Consumer Categorization Processes[J]. Journal of Marketing,1982(2):60-72.
[17] REYNOLDS TJ,Gutman J.Laddering theory,method,analysis,and interpretation[J]. Journal of Advertising Research,1998(1):11-31.
[18] WITTINK DR,VRIENS M,Burhennew.Commercial use of conjoint analysis in Europe:Results and critical reflections[J]. International Journal of Research in Marketing,1994(1):41-52.
[19] REYNOLDS SK,CLARK LA.Predicting Dimensions of Personality Disorder From Domains and Facets of the Five Factor Model[J]. Journal of Personality,2001(2):199-222.
[20]李凌.基于方法目的链的竞猜型彩票消费决策研究[D].长春:吉林体育学院,2016.