Skiing Experience,Perceived Value,Customer Loyalty And The Moderating Role Of Consumer Typology

Since the year of 2015,the favorable policies of Beijing Winter Olympics has promoted the rapid development of China’s ski industry.From 2014 to 2021,the number of ski resorts,skiing visits and skiers in China all showed an increase trend,but the proportion of one-time experience skiers remained high.With the arrival of experience economy,skiers pay more attention to skiing experience during the whole process.To cultivate customer loyalty through skiing experience management is of great significance for enterprises to obtain competitive advantage.Based on the literature review,this study constructed a conceptual model that skiing experience directly affects and indirectly affects customer loyalty through perceived value.Cluster analysis was carried out based on skiing tourism motivation to explore the moderating effect of different consumer typologies on the influence path between skiing experience and perceived value.With the help of Wenjuanxing Questionnaire Platform,a total of 496 valid samples were collected through online and offline questionnaire,and SPSS 26.0 and AMOS 24.0 were used to conduct empirical analysis on the data.The results show that skiing experience has a significant positive impact on customer loyalty directly and indirectly through perceived value.Among them,cost-effective experience,product experience,site experience and process management experience all have a significant positive impact on perceived value and customer loyalty.Based on the skiing tourism motivation,the clustering analysis was carried out to subdivide three consumer typologies:tourism-oriented skiers,sports&sociality-oriented skiers and pleasure-oriented skiers.The positive impact of different consumer typologies on skiing experience and perceived value was significantly different.The research conclusion reveals the important role of skiing experience,perceived value and skiing tourism motivation in cultivating customer loyalty,and puts forward targeted marketing management suggestions accordingly.