| The sports tourism industry,as a new business form resulting from the cross-integration of the two major industries of sports and tourism,has developed extremely rapidly in recent years,especially participatory sports tourism products such as bicycles and marathons are very popular.With the increase of sports tourism products in the market,it will inevitably lead to survival of the fittest in the industry.How the government and enterprises can better develop participatory sports tourism products needs to be guided by needs of consumers.Meanwhile,research on the experience needs and value of participants is of great strategic significance for building brand events and gaining market competitiveness.Our work takes the experience of tourism participants in amateur bicycle races in Sichuan Province as the research question,focuses on the elements of the participants’ experience content and the mechanism of experience generation,and constructs a theory of tourism participation experience,which is expected to guide the government and enterprises to provide more High-quality sports tourism products and promote a better development ecology for the sports tourism industry.Our work adopts the research paradigm of grounded theory,and uses literature,interview,field investigation and statistical analysis as the main research methods to conduct a qualitative research on the tourism participation experience of amateur bicycle races in Sichuan Province.Firstly,the literature in related fields such as sports events,sports tourism,consumer experience,and grounded theory was sorted out and reviewed through the method of literature review.Secondly,a two and a half year field survey was conducted in Sichuan Province of amateur cycling venues,and 40 players were selected according to the gender and age of the event participants for open interviews.Meanwhile 3 organizers and 3 experts were interviewed on the topic of participant experience.Finally,a theoretical model of tourism participation experience in amateur bicycle races in Sichuan Province was constructed through the analysis of the collected data through the three-level coding method.According to the idea of grounded theory and the operation steps of three-level coding,this study conducts open coding on the text data,and observes whether there are repetitions through continuous comparison of concepts 、categories and saturation test among the original text data,concepts and categories Finally,83 concepts and17 initial research categories were formed,covering all samples analyzed.The initial category can be divided into five categories:event resources,service experience,tourism products,emotional experience,and cultural experience.Meanwhile,the statistical analysis method is used to analyze the differences in different demographic variables and experience components in amateur bicycle race tourism participation experience,and to expound the composition of Sichuan province’s amateur bicycle race tourism participation experience and the interaction between the various constituent factors.The research conclusions of this paper are as follows:(1)The experience composition of amateur bicycle race tourism participation experience in Sichuan Province includes five aspects: race resources,service experience,tourism products,emotional experience,and cultural experience.Event experience is the decisive factor for participation in bicycle event tourism;service experience determines the degree of participation of participants;emotional experience is the most important factor in the participation experience of amateur bicycle event tourism in Sichuan Province,which runs through the entire event participation;natural environment,climate conditions,Tourism attractions such as characteristic activities and location advantages together constitute the driving force for tourism participants in amateur bicycle races in Sichuan Province;cultural communication and sports tourism promotion complement each other.(2)In the analysis of demographic variables in amateur bicycle race tourism participation experience: gender has a significant impact on participation frequency and consumption investment,with men having a higher frequency of participation and consumption input than women;occupation has a significant impact on participation frequency,with those working in the sports industry having the highest frequency of participation and the most significant difference with other occupations;Monthly income has a significant impact on consumption,and there is a positive relationship between monthly income and consumption.(3)In the variable analysis of the tourism participation experience of amateur bicycle races in Sichuan Province,the participant experience is most significantly affected by the frequency of consumer participation and consumption input,and the frequency of participation,participation experience and consumption input form a mutual promotion relationship.The increase in the frequency of participation will promote the depth of participation experience and ultimately increase consumption investment.In terms of the development and evolution of participation experience,the experience of amateur cycling tour participants in Sichuan Province has gone through a process from the motivation of participation,i.e.the judgment of the value of race resources,to the perception of the value of service experience,the value of tourism products,and the value of cultural experience during the participation process,and finally the participants produce the value of emotional experience,which is a process from psychological involvement to behavior change,and the experience exists from the beginning to the end,and The experience exists from the beginning to the end and changes dynamically with the stage of the event to guide the behavior of the participants. |
