A Study On The Impact Of Educational Level On The Participation Of Ski Tourism

With the development and transformation of the economic structure, the services especially tourism has occupied an important position in the national economy, tourism is a typical industry of experience and participation, customers as the main body of experience and participation,the extent of their participation in tourism product marketing and tourism market segments is becoming increasingly important. The main purpose of this study is to investigate whether the different degree of education in the process of ski tourism has any impact on the four measuring dimension of tourism participation and influence degree, in order for the relevant departments and ski tourism enterprises to make market subsection, then to supply reference for developing targeted marketing and improving customer loyalty and satisfaction.First this study generalizes the related literature,on the basis of the literature of the population education structure and the education level,clear the tourist level of education in the research. After clear up the research literature of customers participate both domestic and abroad,sums up the definition of customer participation, customer participation dimension and customer participation measurement scale, according to this defined the concept of tourism participation and ski tourism participation,on the basis of the participative scenic tourist service expectations management model that contain the tourists participate system, building the structure model of the study, and put forward the research hypothesis: level of tourists education have significant influence on ski tourism participation degree and the four dimensions of ski trip participation: work recognition, search for information, effort, and interpersonal interaction.On this basis, design the questionnaire and measurement scale of this study, the questionnaire main body includes four dimensions and 16 measuring items. Through the empirical research method and considering ski resort in Heilongjiang province, final choose the Heilongjiang Yabuli ski resort for the small range pretest questionnaires,and according to the pre-test data do the survey on the validity of the reliability of questionnaire.After passing inspection, do the formal investigation of the present study, after get valid questionnaires, statistics questionnaire data,using SPSS17.0 statistical analysis software for the data to do the descriptive statistics analysis, reliability and validity analysis and correlation analysis, according to the analysis results of this study to analysis the structure model that build of this study. and inspect the hypothesis proposed before in this paper. By the early literature analysis and empirical validation, discovered and summarized the conclusion of the study:(1) clearing about four dimensions in the ski trip participation, the tourists work cognitive dimension, information search dimension, the effort dimension and the dimension of interpersonal interaction.(2) points out that the ski tourism participation is influenced by visitor education degree and verify the hypothesis, level of tourists education have significant influence of ski tourism participation of all four dimensions and the hypothesis proposed in this paper are verified.(3) further concluded that the level of education and skiing tourism participation of each dimension have the relationship, level of tourists education and each dimension of skiing tourism are in positive correlation, the higher level of visitors education is, the higher participation in the ski tourism activities is.According to the research conclusion, put forward some practical implications on management and development of ski tourism in the future :Ski tourism enterprises should attach importance to the tourists participate, to strengthen the interactions with tourists, fully arouse the enthusiasm of visitors participation in the process of ski trip, raise the level of tourists to participate in. In addition, related functional departments should also strengthen the specification in guiding tourists to participate in the process of enterprise behavior. Finally, explains the shortcomings of this study, and proposes the outlook for future research.