Research On The Consumption Behavior Of Ski Tourists In Taiziling Ski Resort Of Jiuding Mountain Based On AISAS Model

At present,the world has formed a skiing tourism market development pattern with Europe,North America,Asia and the Pacific as the main destination and tourist source.With the improvement of our national consumption level,the increase of leisure time,the change of consumption concept,and the guidance of policies and events such as "the expansion of the North ice to the South and the west","the Beijing Winter Olympic Games",people's enthusiasm to participate in skiing tourism is growing.Sichuan Province has initially formed a skiing tourism market,but the product supply of ski resorts in this area is poor in matching with the consumption demand of tourists,which needs to be further improved.Therefore,it is particularly important to investigate the consumption behavior of skiing tourists.AISAS model is a brand-new consumer behavior research model proposed by Japan Telecom.Compared with the traditional research model of consumer behavior,this model pays more attention to the network attributes and sharing characteristics in the Internet era,and is more suitable for the Internet era Research on current consumer behavior.By using the methods of literature and questionnaire,this paper makes a detailed investigation and Analysis on the way of paying attention to product information,interest,channel of searching product information,consumption characteristics in action stage,satisfaction after consumption experience and sharing situation of tourists by using five links of AISAS model,and finds out the supply of products and consumption demand of tourists The deviation between them,then put forward the promotion strategy of ski tourists' consumption behavior,The conclusions are as follows:1)In the attention link: there are limited promotion channels for product information of the snow field,and tourists pay less attention to product information.We should promote the product image through Baidu series,mass distribution,self media,short video and social platforms to attract tourists' attention;2)In the interest link,the motivation of tourists to participate in skiing tourism is mainly to get close to nature,learn skills,exercise and fitness,and pursue fun.They have a high interest in skiing carnival,skiing training class,skiing events,skiing winter camp and other activities.They should pack products for tourists of different ages,different consumption motivation and different technical level to stimulate tourists' interest;3)In the search link,tourists mainly search product information through We Chat official account,official website,travel agency or travel agent,but the snow field is not ideal for the construction and maintenance of the above three information platform.It should open up information channels,enrich information content,improve information availability,and facilitate tourists to search product information;4)In the action link,the snow field does not subdivide different types of tourists in terms of product settings,which is easy to cause trouble for tourists in consumption.It is necessary to provide different products and services for different types of tourists to meet their purchase needs;5)In the share link,tourists are less satisfied with the traffic conditions,skiing equipment and catering products of the ski resort than with the quality of coaches and ski trails,and tourists share their skiing experience less frequently.Therefore,we should start from two aspects: improving consumer satisfaction and increasing consumer sharing frequency,and use various incentive methods to encourage consumers to share their skiing experience and give full play to their public praise The utility of communication.