WuHan City Holiday Leisure Sports Consumption Behavior Of Residents

Since the national holidays are changed, how will people use their leisure time and change their lifestyle? And how will the consumers’psychology and behavior change? Wuhan is the largest city and the largest industrial and commercial city in central China. It is the most important industrial base, educational base and general transportation junction in China. To understand the characteristics of the consumers’psychology and behavior of leisure sports in Wuhan during holidays, and know about the consuming trend of leisure sports during holidays have important theoretic and practical significance in promoting the social development of Wuhan, improving people’s living and consuming patterns, organizing and managing the sports consumption, developing sports industries, expanding the sports market, meeting the requirement of people’s material and spiritual culture and boosting the further popularization of nationwide fitness programs, etc.This article used methods such as document literature study, questionnaire survey, mathematical statistics and logical analysis, etc. to make a comprehensive analysis about the leisure sports consumption of residents in Wuhan during holidays, we concluded:(1) The dynamic, newly emerged and fashionable leisure sports consumption is highly recognized by56.45%of the residents which created conditions for the sustainable development of leisure sports consumption during holidays.(2) The consumer motive includes (in order of importance) fitness, entertainment, social contact, curiosity, excitement and athletic contest.(3) The consumption methods:online advertising, friends’recommendation and word of mouth are the main channels for people to know about the information of leisure sports. The newly emerged online shopping will become the main form of leisure sports consumption in the future. Only a little people choose high end sports clubs. Most of the consumers prefer medium and low end sports places and like to go with family and friends.(4) The leisure sports consumption in Wuhan during holidays is in medium level. The consumption forms are mainly goods purchasing and participation. The goods include sportswear and small sport equipment-price and quality are most important concerns. Participations are mainly badminton and sports travel.82.5%of the consumers only spend less than100Yuan watching leisure sports, which means this consumption is in relatively low level. According to the above issues, this article provides some solutions:(1) Guiding to improve the consumption consciousness of residents in all aspects, channels and ranges.(2) The government should lead and support the development of leisure sports.(3) Developing the market of leisure sports contests and performance.(4) Boosting the leisure sports tourism market.(5) Increasing amount and types of the leisure sports during holidays.