Research On Relationship Of College Students Ski Tourists’ Perceived Value,Satisfaction And Behavioral Intentions In Jingzhang Area

Beijing won the right to host the 2022 winter Olympic Games,a historic moment that will go down in history and further promote the development of winter sports in China.According to the statistics in the white paper on China’s ski industry(2019 annual report),more than 90 percent of the tourism experience target customers are one-time users.There are 155 ski resorts with aerial ropeways in China,only one fifth of all ski resorts.Compared with the ski market in developed countries,the scale and quality of the ski market and industry supply in China still have great room for improvement.As an emerging consumer group in the sports tourism market in recent years,it is a research topic with theoretical value and practical significance how to transform college students from one-time experiencers to skiers and improve the overall quality of ski resorts according to their perceived value,satisfaction and behavioral intention.Based on the carding and draw lessons from the domestic and foreign scholars about the perceived value,satisfaction and behavioral intention,on the basis of theory research,through the method of questionnaire survey to collect data,the basis of college students skiing tourists and using Amos ski trip to build college students’ perceptive value and their structural equation with satisfaction,behavioral intention,has carried on the empirical research to the relations between and among.This paper draws the following conclusions: from the relationship between perceived value and satisfaction,facilities,services and emotional perception have a positive impact on satisfaction,while non-monetary cost and monetary cost have a negative impact on satisfaction.Satisfaction has positive effect on behavioral intention;From the perspective of the relationship between perceived value and behavioral intention,facilities,services and emotional perception have positive effects on behavioral intention,while non-monetary cost and monetary cost have negative effects on behavioral intention.Satisfaction serves as an incomplete intermediary between perceived value and behavioral intention.Therefore,this paper proposes that the ski resort should improve the quality of facilities and services from the perspective of the supply side,explore the emotional value of the ski resort,and control the ski cost,so as to meet the consumer demand of college students and promote the sustainable development of the ski industry in China.