Research On The Influencing Factors Of Shanghai Residents’ Intention To Participate In Indoor Skiing

The success of the 24 th Winter Olympic Games highlights the comprehensive strength of China,and also promotes the popularization and development of ice and snow sports and ice and snow industry in China.The strong support of our government and the publish of related policies and regulations have provided an important basic guarantee for the development of ice sports and snow sports.The General Administration of Sport of China issued “The Development Plan for Ice and Snow Sports(2016-2025)”,which proposed that southern China should adapt measures to local conditions,expand the mass base of ice and snow sports,and increase the supply of venues and facilities.Shanghai,as the bridgehead of the national strategy of “The north ice spreads to the south,expands to the west and advances to the east”,needs to play its leading role and intensify efforts to promote the development of ice and snow industry.The Shanghai Municipal Sports Bureau has issued “The Development Plan Of The Olympic Games Project Of Ice And Snow Sports(2019-2025)”and other policy plans,which make it clear that mass ice and snow sports should be actively promoted and promoted to promote the popularity of mass ice and snow sports.It can be seen that since Beijing successfully bid for and held the 2022 Winter Olympics,the country has published a series of related policies and plans to promote the development of ice and snow sports from bottom to top.The strong support of national policies has also made skiing more well-known,and more and more skiers have emerged.Shanghai,a southern metropolis,should vigorously develop indoor skiing resorts according to local conditions to meet the needs of leisure skiers.Therefore,exploring the influencing factors of residents’ intention to participate in Shanghai indoor skiing and the promotion strategies of Shanghai indoor skiing venues will not only help participants better understand their intention to participate,but also help the operators of ski venues in Shanghai understand their user portraits,customize the promotion strategies,and promote their consumption.At the same time,it will also help Shanghai better promote skiing and skiing consumption,promote the development of the skiing industry in Shanghai,make Shanghai play its role as a bridgehead.This paper mainly adopts the literature method,interview,observation,questionnaire,mathematical statistics,with Shanghai residents as the investigation object,explore the intention of residents to participate in Shanghai indoor skiing and its influencing factors,and provide reference promotion strategies and suggestions for the operators of Shanghai indoor skiing venues.Based on the Theory of Planned Behavior,this study introduced the motivation theory and constructed the influence factor model of the indoor skiing activity in Shanghai.A total of 492 valid questionnaires were collected by questionnaire survey as the main data collection method.The data analysis based on samples found that: the participants ’motivation had a positive effect on the intention to participate in indoor skiing in Shanghai;the participants’ subjective norms had a positive effect on the intention to participate in indoor skiing in Shanghai;the participants ’perceptual behavior control had a positive effect on the intention to participate in Shanghai;the participants’ participation attitude had a positive effect on the intention to participate in indoor skiing in Shanghai;The participants had a positive and significant effect on the attitude of indoor skiing in Shanghai.Moreover,the operation results of the structural equation model confirmed that the participation attitude of the participants played a partial intermediary role in the participation motivation and the participation intention of indoor skiing in Shanghai.Based on this,the following promotion strategies are proposed for the operators of indoor skiing venues in Shanghai: Create a good brand IP and increase the word-of-mouth effect;Excavate the key opinion leaders to build momentum for brand promotion;Use the power of science and technology to improve the content of course training/experience;Enrich product content and optimize price strategy.