| （1.吉林体育学院，吉林 长春 130022；2.山东大学 体育学院，山东 济南 250061） 摘 要：以消费者行为为逻辑起点，以方法目的链为研究工具，采用深度访谈法及软式阶梯访谈技术，将其研究结果以消费者知觉价值图进行呈现，探讨冰雪体育旅游消费决策的影响因素。研究表明：冰上体育消费层级最重要的路径是冰上项目种类-增长运动技能-生活中的乐趣与享受；雪上体育消费层级最重要的路径是雪上项目种类-增进身体健康-生活中的乐趣与享受。 |
ZHANG Rui-lin1，LI Ling2，CHE Wen2
| （1.Jilin Sport University，Changchun 130022，China；2.School of Physical Education，Shandong University，Jinan 250061，China) Abstract: Based on consumer behaviors as the logic start point, and the means-end chain as the research tool, and by using in-depth interview method and soft ladder interview technique, the authors presented the research results on a consumer perception value chart, and probed into ice and snow sports tourism consumption decision affecting factors. This research indicates the followings: the most important path of ice sports consumption level is ice event variety – increasing sports skills – life fun and enjoyment; the most important path of snow sports consumption level is snow event variety – improving physical health – life fun and enjoyment. |
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