A Study On The Behavioral Intention Of Skiing Participants From The Perspective Of The Winter Olympics Legacy

Promoting mass sports is an important part of building a strong sports country,and studying the trickle-down effect of the sports participation legacy of the Winter Olympics is conducive to consolidating and expanding the achievements of "300million people participating in ice and snow sports" and promoting the sustainable development of mass ice and snow sports.Based on the theory of planned behavior,this study investigates the relationship between the Beijing Winter Olympic Games and the behavioral intentions of skiing participants,and explores the psychological motivation and other factors influencing the behavior of skiing participants through the model of behavioral intentions of skiing participants constructed by literature and expert interview methods.First,the model constructed in this thesis on the influence of the Beijing Winter Olympics on the intention to participate in skiing sports was tested and had good reliability and validity.Second,the Beijing Winter Olympics on ski sports participation intention is jointly controlled by four variables: attitude,subjective norm,perceptual behavior control and descriptive norm,and shows a significant positive correlation.Among them,the attitude dimension has the greatest influence on skiing participation intention,and the perceptual behavior control has the least correlation with skiing participation intention.Third,this study extends the role of the Planned Behavior Model in influencing sport participation in major events,and adds descriptive norms as additional predictors of ski participation intention after the Beijing Winter Olympics.Fourth,there were no significant differences between the variables of gender,residence and proximity to the Beijing Winter Olympic Games,and ski participation intention.Based on the findings of the study,suggestions and recommendations are made to:create a good skiing atmosphere,integrate heritage into city construction and expand the radiation range,sports PR and promotion should be synchronized with the games,and create an ecology of Chinese ice and snow sports to provide a reference for the healthy and sustainable development of skiing.