A Study On The Experience Of Runners In The Gobi Challenge Events Based On Grounded Theory

In recent years,the participative sports tourism has developed rapidly,which is a new type of business of cross development of sports industry and tourism industry,especially cross-country running,marathon events and other participative sports tourism products are extremely popular.With the increase of sports tourism products in the market,industry competition will inevitably lead to the selection of the superior and elimination of the inferior.How to better develop the participative sports tourism products,the enterprises need to take consumer demand as the guide,and study the participants' experience demand and experience value,which is of great strategic significance for the enterprises to build brand events and gain market competitiveness.This paper takes the experience of participants in the Gobi Challenge as the research issue,focus on the experience content,experience process and experience generation mechanism of participants in the event,tries to build the experience theory of participants in the Gobi challenge,guides the enterprises to provide better competition products,and promotes the sports tourism industry to obtain better development ecology.In accordance with the research paradigm of the grounded theory as the train of thought,this paper conducts a qualitative study on the experience of the participants in the Gobi Challenge with the methods of literature review,interview,field investigation and text analysis.First of all,through the method of literature review,this paper reviews the literature of sports events,sports tourism,consumption experience,perceived value,involvement,emotional consumption,grounded theory and other related fields.247 records of experiences of participants in the Gobi challenge are collected and sorted out.Secondly,16 participants,3 organizers and 3 experts and scholars are interviewed on the theme of the participants' experience.Then,a one-year field survey of the Gobi field is carried out through the field survey,during which a detailed and dynamic observation and reflection are made on the motives,behavior patterns and values of the participants in the Gobi Challenge in the Gobi field scene.Finally,through the analysis of the three-level coding method,the author constructs a theoretical model of the experience of the participants in the Gobi Challenge.This paper conducts three-level coding and theoretical saturation test on 247 road records of the participants in Gobi Challenge,and finally forms 186 concepts,29 initial research categories,6 subcategories,3 main categories and 1 core category.The concept category can cover 247 road record samples analyzed.Six subcategories are: emotional atmosphere,emotional immersion,psychological involvement,behavioral involvement,perceived content and perception standard;three main categories are: emotional experience,involvement degree and perceived value;one core category is: experience of participants in the Gobi Challenge.Among them,emotional atmosphere and emotional immersion constitute the main category of emotional experience,behavioral involvement and psychological involvement constitute the main category of involvement degree,perceived content and perception standard constitute the main category of perceived value,emotional experience promotes involvement degree,and both of them jointly promote the generation of perceived value.The conclusion of this paper is: value identification determines the depth and height of participants' experience;The emotional experience is the most moving part of the contestants' experience.Participation in the whole event cycle is the cornerstone of participants' experience.Finally,Suggestions are proposed for enterprises to organize the event: plan the event value system and guide the event perceived value;· planned the event marketing plan and optimized the emotional design of the event;Planning the event marketing cycle,expanding the event experience space and time.so as to promote the scientific,healthy and sustainable development of sports event tourism.