| The21st century is the century of leisure. Sports tourism is receiving more and more attention with its unique charm. The middle class, as the leader in consumer groups, takes sports tourism consumption behavior, which has played positive lead and promote role in the future development of sports tourism. But now the current consumption situation is not totally as well as we desired. Based on intergrating and correcting Howard XieSi mode and Leisure Sport Behavior Developing Stage Restricted mode, the paper finally gets sports tourism consumption restricted structure. With this structure, and by using literature, questionnaire surveys, expert interviews, mathematical statistics, and logic analysis method and so on, this research investigates the sports tourism current consumption situation of the urban middle class, and thoroughly analyzes constraints which influence on participation in sports tourism, and put forward the constructive suggestion to improve the sports tourism consumption of the urban middle class. The main results are as follows:(1) By analyzing all the sample date, the results show that:the urban middle class has a relatively high demand of catering and accommodation, especially the characteristic is the key point, whose top priority is "local snacks" and "hotel/restaurant";"Leisure sports tourism" is their favorite type, then is "major sporting event", and there is a significant difference between men and women in preference for sports tourism iterms, but to "yacht", both men and women have some curiosity and expectation; the consumption structure is unreasonable, which shows that the sports consumption of material objects is still occupying the dominant position, even basic consumptions dominate the second place; The level of sports tourism consumption is not high as a whole, but generally, the higher income, the higher the level of sports tourism consumption.(2) By analyzing the urban middle class who have participated in sports tourism (61.74%) the results show:"strengthen physique""Leisure and recreation" and "spiritual adjustment" are the main purposes of participation in sports tourism; the frequency of participation in sports tourism is excessively low, for most people every year only1-2times, and the destination of sports tourism is mainly within the province, which implys the demand contrast is not too big; Travel time is mainly in the "holiday" and "weekend"; The primary choice about the traveling traffic tool is "drive","airplane" is the next most option. More than59%of sports tourism participants rely principally on "the Internet" and "friends introduce" two channels to get information sources.(3) In the stimulus constraints dimension, the extremely high proportion which the urban middle class have chosen is "greatly influential"(29.7%). The major factor in this dimension is "the price of sports tourism entertainment venues is too high." In the external structural constraints dimension, thelargest portion which the urban middle class have chosen is "relatively influential"(30.7%) and the major factor in this dimension is "poor infrastructure in sports tourism entertainment venues." In the intrapersonal constraints dimension, a "generally influential" account for the largest percentage is29.2%."Lack of required skills to participate sports tourism" is the most important restricted factor in this dimension.(4) In the experience output constraints dimension, the main restricted factor is "the professional guidance level of the staff is low about participatory sports tourism products", and the urban middle class think that "little influential"(34.9%) is the largest proportion in this dimension.(5) The test results indicate that the urban middle class with different gender, age, educational level, and personal income, occupation, family structure and so on, who restricted by the sports tourism constraints are in the different ways. |
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