Research On The Demand Of Public Sports Service For Rural Elderly

China is facing a serious problem of population aging.Compared with urban areas,the aging in rural areas is more serious,and the health status of the elderly is even worse.Scientific and accurate grasp of public sports service demand of rural elderly is the basis and key to achieve effective supply of rural elderly public sports services and improve sports participation of rural elderly.This study first carried out the basic theoretical research on public sports services for the rural elderly.Then,based on the understanding of the demand for public sports services for the rural elderly,it grasped the demand of public sports services for the rural elderly from the perspective of objective and subjective demand.It carried out empirical research by using questionnaires,interviews and other methods to further identify the demand levels and priority content of different rural elderly segments.After analyzing the supply and demand matching of public sports services for the elderly in rural areas,we will formulate solutions to the existing problems and propose specific countermeasures to meet the needs.The main research conclusions are as follows:(1)The demand for rural elderly public sports services includes two aspects:subjective demand and objective demand.The subjective demand is the demand for public sports services perceived and expressed by the rural elderly.The objective demand is the demand for public sports services determined by their health status,sports participation and other factors that the rural elderly are not aware of.Subjective demand has two forms: needs and wants,which reflect the dependence and expectation of demand respectively,and can be quantitatively measured by dissatisfaction coefficient and satisfaction coefficient.The objective needs are often deep-seated and professional needs.(2)The public sports service for the elderly in rural areas is characterized by the rurality of supply and demand,the inclusiveness of supply,the multilevel nature of supply,the low efficiency of supply,the difference of demand,and the weak public awareness of the demand subject.The main functions include sports participation and health promotion,reduction of rural medical and health service expenditure,protection and inheritance of ethnic traditional sports culture,and equalization of public sports services.The influencing factors of the demand for public sports services for the elderly in rural areas involve age,gender,education level,health status and other individual characteristics,family characteristics such as marital status,children’s companionship and living style,and social environment factors such as economic development level,public service policies,cultural traditions and population mobility.(3)Health condition of the elderly in rural areas is not ideal.Public sports services need to be used as a low-cost non-medical health intervention to improve the health status.The most important thing is to prevent and manage high incidence chronic diseases such as hypertension,heart disease,diabetes,osteoarthritis,rheumatoid arthritis and psychological problems.The self-care ability of the elderly in rural areas is not optimistic.Public sports services are needed to develop muscle ability,enhance cardiopulmonary endurance,improve balance ability and prevent falls,so as to ensure life and production.Different high incidence chronic disease prevention and control and self-care ability improvement training for rural elderly have their own professional and normative needs for public sports services.Objectively,targeted physical exercise guidance is required to formulate sports programs and teach sports skills,provide fitness and health knowledge including corresponding sports precautions,disease treatment and rehabilitation and other specific contents,and provide fitness and health knowledge including corresponding sports precautions,disease treatment and rehabilitation and other specific contents.(4)The lack of sports participation of the rural elderly is reflected in the stage of physical exercise behavior and physical exercise items,frequency,duration,intensity and number of people.Public sports services are needed to intervene in physical exercise behavior,improve the degree of sports participation and increase the number of people who often participate in physical exercise.At different stages of physical exercise behavior,the key to the transformation of physical exercise behavior of rural elderly is different.Objectively,targeted public sports services and their specific contents and ways of provision are needed.Especially in the pre-contemplation stage and contemplation stage,it is necessary to provide health and fitness knowledge services for knowledge and behavior education.The specific contents and methods of provision include setting up health education billboards for physical exercise of the elderly in the village health centers.(5)The subjective demand level of rural elderly public sports services is generally low.Most service items are not the basic demand for rural elderly,but the desire for high-quality life.However,the demand is dynamic.With the increase of rural elderly’s participation and understanding of public sports services,the low-level demand at this stage will be transformed into high-level demand.We should pay attention to guiding and developing the demand.The expectation of rural elderly public sports service demand is greater than dependence.For both overall and individual services,most of the demand is want rather than need.Regression analysis showed that the rural elderly with low age,low income,better health and regular physical exercise had higher demand for public sports services.(6)Different age groups,health level,income level and participation in physical exercise,the demand level and demand satisfaction priority of rural elderly groups for public sports services are different.We should consider the demand differences of rural elderly sub groups,provide accurate supply under the condition of limited resources,give priority to providing needed services,and gradually provide the services we want.It can be provided in the order of must-have quality >one-dimensional quality > attractive quality.In the same demand level,it is preferred to meet the needs with high dependence,followed by the needs with high expectation.(7)The supply of public sports services for the elderly in rural areas is insufficient and unbalanced,and the supply and demand are poorly matched.The problems existing in the supply and demand matching of rural elderly public sports services include that the objective needs based on health status,self-care ability and sports participation are not met,the satisfaction and development based on subjective needs need to be improved,and the supply and demand mismatch based on the self-assessment of the supply subject.The main reasons are the imperfect demand detection mechanism,the lack of overall planning,the lack of participation of multiple supply entities,and the lack of service platform.(8)In order to meet the needs of rural elderly public sports services,first,we should establish development goals and formulate strategic plans;Second,we should pay attention to the expression of needs and arrange the service content according to the objective needs;Third,improve the supply mechanism and improve the efficiency of the supply operation system;Fourth,we should strengthen overall coordination and promote cross sectoral integration services;Fifth,we should build a service platform and integrate and utilize social resources.