| The hierarchy of human’s demands is always developing from junior to senior. The coming of the leisure time and experience age is the performance of people to pursue a higher level of demand. A typical example is that the outdoor sports are carried out by the human pursuit of "development","enjoy". With the development of the Chinese economy, outdoor sports have a great development recently. Outdoor sports become to be a fashion in China. Moreover, the research on the outdoor sports in China is very poor. Therefore the dissertation about the outdoor sports has the great importance.The study of consumption has always been one of the core content of the Economics Research. Consumer demand is the basis of economic development, but also the first engine to promote China’s economic growth. Speaking of outdoor sports, its consumption determines fundamentally its market and industry. If we leave the consumer needs to talk about laws and policies of government, market, industry, business or marketing, it will be totally groundless at all. With the development of human and social, the changing of the factors will affect the outdoor sports consumption, such as economic level, population structure, spending power, environmental conditions, cultural level and the concept of consumption. Based on the background, the author chose’the influencing factors to outdoor sports consumption’as the research object.The outdoor sports show the main characteristics:firstly, the inosculation of relationship of the man and the nature during the experience. Secondly, the activity is greatly influenced by the outings. Thirdly, the experiences have the characteristics of discovery and challenge. For outdoor sports consumption belongs to the level of the spiritual and cultural consumption, whether natural, economic, cultural or political factors will have an impact on its demand. This paper chose Sichuan Province as a study area has two reasons. First of all, Sichuan has full advantages of these four factors. Secondly the development of outdoor sports in Sichuan become the size, but the research on it is still blank,Based on the economic theories, this paper applied literature, comparative analysis, questionnaire, multidisciplinary, deduction and the inductive methods to analyze the factors which affect the outdoor sports consumption of inhabitants in Sichuan by means of macroscopic and microcosmic point of view, so as to offer a reference for the sustainable development of outdoor spots industry and the constitution of its industry policy.This paper is divided into seven parts. The first chapter, the anther summarized the research significance, the research methods, the relevant academic research, the research content, and innovation and deficiencies. The second chapter, the author firstly reviewed the concepts, features, content and classification of the outdoor sports, then briefly combed the history of the outdoor sports at home and abroad. The third chapter analyzed the difference and linkage relationships in Outdoor sports industries, outdoor sports market and outdoor sports consumption. It also introduced the rising and development of outdoor sports at home and abroad. The fourth chapter analyzed the outdoor sports consumption theory, including outdoor consumer demand theory, motivation theory and behavioral theory. The most important, it emphatically introduced the influencing factors, providing view for the next argument. The fifth chapter is a micro-level empirical Analysis of Sichuan outdoor sports consumption. This chapter adopted questionnaire survey, which put the Sichuan outdoor sports participants as the object, to investigate customer market characteristic. The author investigated Sichuan outdoor sports participants’demographic characteristics and behavior characteristic and compared different groups by questionnaire survey, to learn Sichuan outdoor sports customers market, and provide useful market information. The sixth chapter, from a macro point of view analyzed the Influencing factors on the consumption of the outdoor sports in Sichuan Province, including the natural, cultural, economic, political factors. The last chapter analyzed the f demand-oriented, the future development tendency and the problems of outdoor sports in Sichuan on the basis of the previous chapters then put forward the countermeasures and suggestions for the development of the outdoor sports. The research significance of this paper lies in that, make a little contribution to outdoor sports theory, and hope provide useful basis for Sichuan the relevant departments. Compared with previous research, the innovation of this paper is innovative research methods, innovative research perspective, innovative research object and Innovative research conclusions. It can’t deny that there are many inadequacies in the paper. The same time, the demands are constantly changing and only the basis for economic activities, so the research should maintain the persistence and continuity. |
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