Research On The Ice And Snow Sports Tourism Consumption Of College Students In Shanxi Province

Since China’s bid for the Winter Olympic Games,China’s ice and snow sports industry has ushered in a new opportunity.The enthusiasm of the citizens to participate in ice and snow sports has been greatly improved.Driven by the Winter Olympic Games,the demand of people to participate in ice and snow sports tourism has increased significantly,and the substantive participation in ice and snow sports tourism has also increased.The main crowd of ice and snow sports tourism is young people,most of them are in Colleges and universities.the number of college students is increasing rapidly,coupled with the improvement of people’s living standards,the level of living expenses of college students is also higher and higher.At the same time,college students have plenty of leisure time.The sports consumption behavior of college students affects the development direction and overall trend of China’s future sports consumption market,and also reflects the attitude and cognition of college students to participate in sports to a certain extent,which is related to the comprehensive quality of college students.Therefore,the consumption behavior of college students in Shanxi Province is selected as the research object,and the students from six colleges and universities in southern,central and Northern Shanxi are selected as the research object.This paper mainly uses the methods of literature,questionnaire,interview,logical analysis,quantitative statistics and so on.This paper studies the characteristics of the whole consumption process of College Students’ participation in ice and snow sports tourism consumption from motivation,decision to evaluation,and on this basis,focuses on exploring the influencing factors of College Students’ ice and snow sports consumption behavior,and draws a conclusion.Namely:(1)The concept of sports has been deeply rooted in the hearts of the people.As a young group,college students have a high degree of acceptance of new things and can walk in the forefront of fashion.They have a high degree of acceptance of ice and snow sports tourism,a fashionable way of tourism,and a high degree of cognition of ice and snow sports tourism among college students.(2)The single consumption of college students participating in ice and snow sports tourism is mainly concentrated in 201-400 yuan.Other winter tourism projects like to participate in are rural folk culture,ecological tourism and cultural relics.College students in Shanxi Province participate in ice and snow sports tourism activities with the characteristics of diversity,and tend to experience folk customs.(3)Due to the differences between men and women,the consumption tendency and the choice of participating in ice and snow sports tourism are also different.Students with different educational background are in different stages and have different tasks.College students and college students choose ice and snow sports tourism times and the amount of investment is significantly higher than that of master students and doctoral students.The higher the cost of living,the higher the cost of participating in ice and snow sports tourism.(4)The consumption motivation of college students participating in ice and snow sports tourism is entertainment,followed by relieving pressure.The order of consumption motivation is: passing time,strengthening physique,regulating spirit,getting close to nature,broadening horizons,pursuing fashion,social interaction,weight loss,others.