| In February 2022,the 24 th Winter Olympic Games will be successfully held in my country,which will push the "ice and snow fever" to a climax nationwide.The development of tourism provides unprecedented opportunities.Although Sichuan Province is located in the southwest hinterland,although the ice and snow resources are relatively weak,the consumer group in ice and snow tourism is huge.In addition,the promotion of intra-provincial travel under the current prevention and control of the new crown epidemic has brought a very favorable development opportunity for ski tourism in Sichuan Province.The behavioral intention of consumers to participate in ski tourism in Sichuan Province can reflect the development of ski tourism in the province.The key to the high-quality development of the ski tourism industry in Sichuan Province is to analyze the current situation of ski tourism development in Sichuan Province from the perspective of consumers.This study uses the literature method to understand the relevant knowledge of planned behavior theory,and determines its research hypotheses according to the factors that affect consumers’ intention to participate in ski tourism behavior in Sichuan Province.Then,by using the statistical analysis software to process the effective questionnaire data of the survey,to explore the factors that affect the behavior of participating in ski tourism,and to measure and test the pre-hypothesis of this study to get the results.After quantitative analysis of valid survey data,the following research conclusions are drawn:（1）Different measurement dimensions have different influences on consumers’ behavioral intentions;among them,objective influencing factors play a decisive role in intentional behaviors,and consumers’ planned behaviors can influence intentions.That is to say,the main factors affecting the development of ski tourism in Sichuan Province are external objective factors,such as supporting services and operational projects.（2）Through the difference analysis,the data show that the length of the ski tour and the consumption amount are positively correlated with the experience satisfaction,that is,the more consumption investment,the consumer’s experience and satisfaction will also increase;on the contrary,the consumer’s experience and satisfaction The improvement of satisfaction can increase the consumption investment of consumers.From the perspective of the overall differences,their differences are beneficial to the long-term development of ski tourism.（3）Judging from the average value of each dimension of the measurement scale,the average value of each dimension of planned behavior and behavioral intention is about4.1,while the average value of the dimension of objective influencing factors is 3.76.That is to say,the participation intention of ski tourism consumers in Sichuan Province is relatively positive,but their satisfaction after consumption experience is relatively low.（4）The development of ski tourism in Sichuan Province is in the growth stage;ski tourism consumers have an active participation intention,and their participating ski tourism consumer groups are younger,and the consumption form is mainly based on experience,and the overall consumption level needs to be improved.Accordingly,in order to improve the behavior of consumers participating in ski tourism in Sichuan Province,this study makes the following recommendations:（1）Optimize the quality of consumer services and enhance consumer experience（2）Integrate resources to narrow the gap between regions,optimize the structure and promote the participation of the whole people（3）Highlight the attractiveness of consumption and increase the willingness of consumers（4）Grasp the young group and highlight the development direction... |
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