Research On The Impact Of Skiing Consumers’ Participation In Value Co-creation On Satisfaction

Nowadays,skiing has gradually entered the public’s field of vision,which makes skiing become a popular sport in cold winter.With the development of skiing,the need to improve Ski Resort Services and the diverse needs of skiing consumers have become increasingly prominent.How to improve skiing consumer satisfaction,drive more people to participate in skiing,and make China’s skiing industry develop in the direction of diversification and high quality is an important research content of sustainable development of skiing.Relevant research shows that in the value co creation mode,consumer participation helps service providers to better understand the needs of consumers,narrow the gap between consumer expectations and actual perception,and improve the consumption experience.Therefore,this study takes skiing consumers as the research object to explore the relationship between value co creation participation and satisfaction.First of all,this paper uses the meta-analysis research method to collect and sort out the literature on the relationship between value co creation participation and satisfaction in recent years,to supplement and improve the summary of value co creation participation satisfaction in a quantitative way,to deeply explore the overall situation and characteristics of value co creation participation and satisfaction,and to explain the relationship between value co creation participation and satisfaction,It lays a foundation for further interpreting the relationship between skiing consumer value co creation participation and satisfaction.Secondly,based on the integration of empirical research on value co creation participation and satisfaction,this paper introduces risk cognition variables into the skiing service environment,constructs a theoretical model of skiing consumers’ value co creation participation,risk cognition and satisfaction,and discusses whether consumers’ cognition of skiing risk will affect skiing consumers’ satisfaction,The purpose of this study is to guide skiing consumers to have a correct and reasonable understanding of skiing risks,improve consumers’ awareness of skiing risks,and provide new ideas for ski resorts to stimulate skiing consumers and ski resorts to jointly construct personalized and diversified experience,so as to improve Ski Resort Services and ski consumers’ experience,Promote consumers to participate in skiing more widely.The empirical test results show that in the skiing service scenario,skiing consumers’ value co creation participation has a significant positive impact on risk cognition and satisfaction,and risk cognition plays a partial mediating role in the relationship between skiing consumers’ value co creation participation and satisfaction.According to the research results,the following suggestions are put forward:(1)to develop diversified information access,actively build a sharing platform for skiing consumers who are easy to participate and willing to participate in skiing,and mobilize consumers to deeply participate in skiing services.(2)Strengthen the awareness of safety service,actively interact with consumers,and improve the participation of skiing consumers.(3)To broaden the breadth and depth of skiing safety knowledge publicity and education,guide consumers to correctly understand skiing risks,so that consumers can continuously learn skiing risk knowledge in the process of participation,and then deepen the awareness of skiing safety risks,do a good job in active protection,and reduce the occurrence of skiing safety accidents.