Research On The Relationship Between Experience Value And Behavior Intention Of Skiing Participants In Yanbian Area

With China successfully host the 2022 Beijing Winter Olympic Game,the whole nation has set off an unprecedented upsurge in winter sports,and various winter sports are booming.As a winter sport,skiing is deeply loved by the people of the whole country.The call of "300 million people on ice and snow" has also led to the wave of people’s participation in skiing.So how to make use of the experience value of participation in skiing to make people really love and insist on participating in skiing for a long time has become a problem of great concern to the society and people.This paper uses the methods of literature review,questionnaire survey,mathematical statistics,interview,field survey and case study,and uses the questionnaire including "sociological demographic characteristics background","experience value" and "behavior intention".The questionnaire is conducted by stratified sampling,and the proportion is 9:1 in Yanji mengdumei of Yanbian area A total of 270 questionnaires were sent to ski resorts and 30 questionnaires were sent to hailanjiang ski resort in Longjing.A total of 300 questionnaires were collected and282 questionnaires were returned with an effective rate of 94%.The validity and reliability of the valid questionnaires were analyzed.It was found that the validity of experience value and behavior intention were.944 and.905 respectively,and the reliability of experience value and behavior intention were.938 and.922 respectively,which met the research requirements.Then,through item analysis,factor analysis,reliability analysis,variance analysis and correlation analysis,the relationship between experience value and behavior intention of skiing participants in Yanbian area is revealed.The results show that: first,there are significant differences in experience value among participants with different gender,age,education background,income,occupation and skiing times.There is no significant difference in behavior intention between the participants of different genders,but there are significant differences in behavior intention among the participants of different ages,education background,income,occupation and skiing times.The second hypothesis is valid.Second,the correlation coefficient between experiential value and behavioral intention is.650,showing a positive correlation,and a moderate positive correlation.With the improvement of experiential value,behavioral intention will also increase,and the third hypothesis is valid.Thirdly,the relationship between experience value and behavior intention of skiing participants in Yanbian area is verified effectively.Through regression analysis,it is concluded that experience value and behavior intention can predict each other.Based on the research results,the following three suggestions are made.1.Skiing participants need to pay attention to the experience value of skiing.2.Skiing participants need to develop their own multi-dimensional experience consciousness.3.Due to the limitations of research methods and survey objects,it is necessary to expand the sample size and coverage in the follow-up research,so as to make the research more universal.