| With the help of macro policies and international sports events,in order to achieve the goal of "300 million people on ice and snow",ice and snow tourism has also ushered in an unprecedented new opportunity for development.Ice and snow tourism is based on ice and snow tourism resources,and has strong participation and experience.With the diversified and personalized needs of tourists for tourism products and services,it is necessary to accurately grasp the laws of tourists’ psychology and behavior in order to better guide the development of tourism.Personality traits are considered to be stable behavioral tendencies that directly affect individual behaviors,and they have been shown to have strong identifying predictors for tourists’ travel motivation,attitude,willingness,and behavioral tendencies.Therefore,based on the theory of personality traits and tourism experience,this study explores the relationship between tourists’ personality traits and ice and snow tourism experience,and provides a new perspective for the study of ice and snow tourism experience.This paper takes ice and snow tourists as the research object,and sorts out the research on the development of tourism experience theory and personality trait theory and the research status of ice and snow tourism,tourism experience,personality traits and the relationship between the three.According to relevant research,the five dimensions of tourist personality traits and their measurement scales were determined,and 50 ice and snow travel notes collected in Northeast China were coded at three levels by grounded theory analysis;40 randomly selected ice and snow travel notes were coded through open coding.22 initial categories were condensed,which were summarized into 5 main categories through main axis coding,and summarized into 2 core categories of self-mind through selective coding.The remaining 10 travel notes were used to test to achieve theoretical saturation.Based on the original text of travel notes and related literature,a scale of ice and snow tourism experience was compiled.Based on the five dimensions of personality traits and the five dimensions of ice and snow tourism experience,research hypotheses are put forward,and a relationship model between tourists’ personality traits and ice and snow tourism experience is constructed.According to the valid data of 136 questionnaires,the reliability and validity of the scale were analyzed,and the items of the emotional experience dimension of the ice and snow tourism experience were adjusted,and the formal questionnaire was finally determined.337 valid questionnaires were obtained by online distribution,collection and sorting of formal questionnaires.SPSS22.0and AMOS23.0 were used to carry out descriptive statistics,reliability analysis,confirmatory factor analysis of the data,as well as the construction of structural equation model,the degree of fit test and model revision,and the revised structural equation model was analyzed.Finally,the following conclusions are drawn:（1）The five dimensions of ice and snow tourism experience are: sensory experience,cognitive experience,emotional experience,return experience and spiritual experience.（2）Of the25 test results in this study,14 were significant and 11 were insignificant,that is,14 of the 25 research hypotheses proposed were established and 11 were not established.（3）The results of structural equation model show that the regression experience of ice and snow tourism experience is highly evaluated,followed by sensory experience and cognitive experience,and the correlation between conscientiousness and extroversion in personality traits and ice and snow tourism experience is the strongest.To sum up,this study puts forward some practical suggestions for the construction of ice and snow tourism destinations,including identifying target groups to meet the needs of tourists,paying attention to differences in personality traits to promote intelligent marketing,and improving product characteristics to enhance ice and snow tourism experience. |
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