Research On The Value Co-creation Of Dali Sports Tourism Based On Customer Satisfaction

In today's increasingly material and spiritual life,people participate not only in the experience of sports tourism activities,but more importantly in the physical and psychological satisfaction of tourism.How to develop sports tourism is necessary according to the needs of consumers,understand their satisfaction,based on the actual experience of consumers,combined with the government and service providers to work together to create an ideal circumstance for sports tourism.Sports tourism can also create great value for the development of sports tourism in the region of Dali,providing valuable reference for the other regions.It is also important to promote the development of tourism and meet the needs of consumers.Based on this background,this study uses literature,questionnaires,data analysis,field investigations,and logical analysis to investigate tourists and sports event participants participating in sports activities in Dali.The study of their experience satisfaction has reached the following basic conclusions:1.According to the basic conditions of the population,among the surveyed persons,more males than females are involved in sports tourism,and the ages are mainly between 18 and 39.Most of the tourists live in the province,and received normal education.Monthly income levels are concentrated between 3001 and 6,000 yuan.The vast majority of people spend less than 3,000 yuan per year on sports tourism.2.After exploratory factor analysis of the questionnaire data,the four setting factors for the original Dali sports tourism satisfaction were revised to five,namely image satisfaction,project quality satisfaction,service effect satisfaction,and facility environment satisfaction and service staff satisfaction.3.Overall,consumers are satisfied with the Dali sports tourism.The satisfaction of the five factors from high to low are: service effectiveness,facility environment,image,project quality,and personnel service.Only service effect is higher than the average level of satisfaction.4.In terms of gender,age,and income differences in satisfaction survey respondents,women are more satisfied with sports tourism than men.As the main force,18-64-yearold sports tourism participants are less satisfied,and the satisfaction of customers outside the province and abroad is lower than that of the provincial customers.With the increase of income,the degree of satisfaction is reduced,and the satisfaction of customers with high investment in sports tourism is the lowest.5.Dali sports tourism customers' intention to participate in the sports viewing tour,is choosing from more to less for large-scale event viewing tour,sports show viewing tour,physical tour of sports entities.In terms of sports participation in the tour,is choosing more to less from outdoor activities for the mountains,folk sports culture,golf,water sports,to the ice and snow sports.6.Through the analysis of the results of Dali sports tourism satisfaction,to find out the problems and combine with the value creation theory,the following five measures are proposed for the value creation of Dali sports tourism:(1)Value creation of sports tourism product innovation;(2)Co-creation of value creation of sports tourism service platform;(3)Value creation of "Internet +" innovation of sports tourism;(4)Value of service improvement Create together;(5)Value creation of big data analysis of sports tourism.