Yabuli Skiing Skiers Consumer Behavior Research Of The Masses

Yabuli SkiingResort is attached to the Provincial Sports Bureau,which mainly occupied the Changbai Mountain branch.The terrain is extremely steep,including six senior snowtracks and five juniorsnowtracks.Yabuli Skiing Resort has two advanced off-hook cable-ways,eight trunk cables,and one carpet snow-track,it is the first skiing resort which is in line with the comprehensive international standards in China,as well as one of the best venues which can hold the competitive skiing and tourism skiing.In addition,it is also the first 5S-class tourism skiing resort in the 4A scenic area.By the tool of Harbin Normal University Library,China Knowledge Network,and the Internet,the authorreads throughbooks,papers and newspapers to collect the relevant information about skiing,public skiing,consumption,sports consumption,and consumption of public skiing.Theauthor investigates the consumers’ basic characteristics,such as gender,occupation,culture,and income,through the means of questionnaire and interviews.The paper deeply analyzes the consumption motivation,consumption demand and consumers’ satisfaction.After analyzing and organizing the valid data by the statistical methods of logical analysis and SPSS,both the internal and external factors affecting skiingconsumption are found out.Eventually,the conclusions are obtained as following:1.The public skiing consumption can be divided into “experimenter” consumption(consumption of entertainment experimenter,consumption of technical experimenter)and “enthusiasts” consumption according to skiing times and skiing consumption.The entertainment experimenter is beginner,so the proportion of gender is low,and the age distribution of consumers is broad.At the same time,most of the experimenters are young,and they come from other provinces.As middle school students occupies the high proportion,most of the entertainment experimenter have no income.They usually obtain information from the travel agency,and taking the travel bus is the main way for experimenter to travel.Their main motivation to participate in skiing is to leisure.2.The technical experimenter is the group which is between entertainment experimenter and technical experimenter,compared with the entertainment experimenter,and its proportion of gender distribution is larger.At the same time,most of them come from the local province.Generally,they obtain the information from the Internet.Most of the technical experimenter usually come to the skiingresort with friends by train or private cars,as well as other modes of transport.The main motivation of the technical experimenter is to get physical fitness and entertainment,their consumption is the direct consumption and related consumption,what’s more,their overall consumption is almost the same as the entertainment experimenter.3.The proportion of gender distribution of the enthusiasts is huge,compared with the experimenter.They usually get the information from the Internet and the salesman of the club.Usually,they tend to take the train or private cars and other means of transport to go skiing with colleagues.The main motivation of the enthusiasts is personal hobby.Except for the necessary consumption--the snow tickets,their consumption belongs to related consumption.The overall consumption is high.4.What the most satisfying thing to the consumers is accommodation in Yabuli Skiing Resort,while What the least satisfying thing to the consumers is service facilities and shopping conditions.5.In Yabuli Skiing Resort,the internal consumption factors of the public consumer are gender,age,educational level,occupation,personal income and consumption motivation.At the same time,the external factors are national policy,regional economy,geographical situation,infrastructure,as well as the service quality,skiing safety,and propaganda power.