A Study On The Relationship Between Visitors’ Perceived Value,Satisfaction And Behavior Intention In Sports Towns

The People’s Republic of China won the bidding of the 2022 Olympic Winter Games Olympic Winter Games on July 31,2015.Therefore,the goal that "300 million people take part in ice and snow sport" has greatly motivated the development of ice-related industries.The sport-themed town is a new attempt to realize the goal of "healthy China 2030" program and to accelerate the construction of new-type urbanization.Meanwhile,it is a new economic pattern,coming into being under the background of China’s economic transformation,to push the high-quality development of sports industry.With the help of the Olympic Winter Games and advantageous policy,the development of the ice and snow sport-themed town has attracted more attention.But a series of problems occur in the process,such as high homogeneity and low operating income.At present,the researches,with a quite small number,on sport-themed town in China mainly focus on the regional environment,the current situation and the development measures of the sport-themed town.Most of the researches are qualitative studies.This paper applies the concept of consumer perceived value from the economic field into the sport-themed town to do a research.From the perspective of visitors,this paper analyzes the customer perceived value,satisfaction and behavioral intention in sport-themed town.Taking the Suyukou sport-themed town as the example,the author conducts an empirical study.Through combining the literature and the characteristics of the case,clarifying related concepts,such as sports town,sports tourism,customer perceived value,satisfaction and behavioral intention.The author divides the perceived value into five dimensions: perception of sports facilities quality,perception of related service quality,perception of emotional value,perception of money cost and perception of non-money cost.The author designs a questionnaire to investigate the impact of these dimensions on perceived value.With the results of the questionnaire,a structural equation is constructed to explore the relevance of customer perceived value,satisfaction and behavioral intention.The results show that the three dimensions,sports facility quality perception,related service quality perception and affective value perception,have positive effects on visitors’ perceived value.Meanwhile,the other two dimensions,money cost perception and non-money cost perception,have negative effects on the overall perceived value.The perceived value of visitors is able to enhance the satisfaction of visitors,and the satisfaction will affect their behavioral intention.However,the perceived value of the visitors can not affect the behavioral intention directly.The visitors’ satisfaction is the direct factor,which has an effect on the behavioral intention.That means satisfaction is the complete intermediary between perceived value and behavioral intention.Based on the research results and sports industry chain,the following suggestions are put forward: The goal of visitors to the ice and snow town is to participate in all kinds of ice and snow leisure sports,so operator should put emphasis on the construction of sports facilities and satisfy the visitors’ needs.Visitors have a very clear perception of the services provided by Suyukou sport-themed town,introduce professional talents and improve service quality are pretty significant.With the problem of high homogeneity in ice and snow town,operators had better excavate the affection need and build the brand.Ice and snow town can innovate methods and use new Internet media to accurately launch relevant advertisements for target customer.In this way can reduce the cost of visitors.At last the operators must pay attention to the security protection and ensure the safety of visitors.The research on the relationship between perceived value,satisfaction and behavioral intention can widen the research scope of sports towns and perfect the research system of sports towns.The study of sports towns from the perspective of visitors introduces a brand-new research field of vision,provides theoretical support for future research and exploration of sports towns,and makes the innovation of research methods realize.The research takes the ski town of Suyukou in Ningxia Hui Autonomous Region as an example,bringing the new research content.