The Relationship Between Mountain Ski Tourists’ Flow Experience, Positive Emotions And Tourists’ Loyalty

With the successful application of the 2022 Winter Olympic Games, China put forward the goal "three hundred million people involved in snow sports", which provide a new blue ocean for ice and snow sports industry in China, and the ski tourism which is in the primary stage will usher in a period of rapid development. The study of mountain ski tourists’ flow experiences, as an optimal experience, will greatly promote the development of ski tourism.Based on the existing study at home and abroad and the theory of flow experience, the author build structural equation modeling of flow experiences, positive emotions and loyalty of mountain ski tourists.And then, the author develop a nine-dimensional scale of mountain ski tourists’ through literature research method and expert consultation method, including Challenge—skill balance, and go to Daweishan ski resorts for survey,Liuyang,Hunan,China, and collect 324 valid questionnaires finally.Using SPSS20.0 for reliability analysis, validity analysis,exploratory factor analysis, confirmatory factor analysis, path analysis, variance analysis of the official survey data, the results shows:(1) mountain ski tourists’ flow experiences are consisted of five dimensions(i.e. Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, Challenge—skill balance).(2) flow experiences(including transformation of time, autotelic experience and challenge—skill balance) are proved to have a positive effect on positive emotions.(3) flow experiences(including concentration on task at hand, autotelic experience and challenge—skill balance) are proved to have a positive effect on tourists’ loyalty.(4) positive emotions are proved to have a positive effect on tourists’ loyalty.(5) demographic attributes and behaviors of mountain ski tourists have effect on flow experiences, for example, flow experiences of "15-24 years old" men, high-income groups are more intense than others; and with the increase of the times and years of skiing, flow experiences and positive emotions of mountain ski tourists are more intense. Finally, some suggestions are put forward to improve tourists’ loyalty and national happiness:(1) improve the positive emotions by increasing flow experience, which contributes to tourists’ loyalty;(2) inspire tourists’ positive emotions to strengthen tourists’ loyalty;(3) inspire tourists’ positive emotions to improve national well-being;(4) identify the market position, and implement precision marketing;(5) enrich tourism products and provide diversity of choice for tourists;(6) focus on participation and autonomy and development experiential tourism.