A Study On Perceived Consumption Behavior Of Urban Residents' Sports Tourism

Beginning in the mid-1990 s, a global environment for sports and sport-related tourism has grown dramatically in popularity, shaped by demand for fitness, entertainment, leisure, and travel. Sports and sports tourism have become an essential part of the lives of many in many countries across the world. Though the appeal for sports and sports tourism is strong, many potential consumers in this area are unwilling or unable to travel, which restricts further expansion of the market. Therefore, under the guidelines of the economics, social science, psychology and marketing, the behavior of urban residents on sport tourism risk perception scale has been systematically investigated through some theories and methods including induction and deduction.Our study has demonstrated:(1) The basic sports tourism risk perception is comprised of 7 distinct aspects(economic, information, social-psychological, liability, knowledge, and functional performance). Through adjusting of the seven aspects of sport travel, we can effectively discriminate the level of people’s sports tourism risk perception.(2) In the course of sports tourism, the relationship between the level of risk perception of sports tourism and gender and marital status are not obvious. But it has significant difference based on occupation, age, income, and educational and cultural level of the sports tourism consumer perceived risk in all dimensions. That is to say, the relationship between the level of sports tourism consumer risk perception with the occupation, age, income, and educational and cultural is quite close. People aged 31-40 have higher level of risk perception and they are more worried about their economic losses or encounter mutual buck-passing. Compared with other professional groups, the level of risk perception of civil servants is low and the consideration of risk in the process of sports tourism is low. The level of risk perception of construction, mining and manufacturing professional group is higher. The group with 5000 yuan/month or more income has higher perception level, especially in economic risk, functional risk and psychological risk. Especially with the improvement of educational and cultural level, the level of risk perception has been improved; the graduate students will consider various risks in the course of sports tourism.(3) Through the establishment of sports tourism risk perception regression, the model shows that the four variables including the education background(X2), personal income(X4), risk perception(X6), and personality traits(X7) have significant influence. The coefficient of the model is 0.310.Through the establishment of sports tourism risk perception,the stepwise regression model showed that five factor models including education background(X2), personal income(X4),risk perception(X6), personality traits(X7)and family population(X3) have significant influence. The coefficient of the model is 0.296. Through the establishment of stepwise regression model of sports tourism risk perception regression, the coefficient of the model is 0.310.This shows that the level of sports tourism risk perception is an important form of the sports consumption behavior. The risk perception level directly affects the sports consumption behavior to buy again.