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( Jianmin Shi ),( Lei Qiang ),( Xiuxiu Bu ),( Xing Yan ) 한국융합과학회 2022 한국융합과학회 국제학술대회자료집 Vol.2022 No.0
Introduction Since the opening of the first Winter Olympics in 1924, it has gone through 24 times, and its century-long development has always promoted the spread and promotion of the spirit and culture of the Olympic Movement. In the development of the Olympic Movement, sustainability has gradually become an indispensable theme. (Olympic Agenda 2020+5, 2020). In the current society, sustainable development has gradually become a behavioral standard and value system widely recognized by the international community (Sustainable Development, 2015). Especially in the Olympic venues, the concept of sustainable development also played an important guiding role. The main function of these venues is to serve the competition, and the utilization and sustainable development of the venues after the competition has become a matter of concern (Beijing 2022 Olympic and Paralympic Winter Games Sustainability Plan, 2019). As one of the co-hosts of the 2022 Beijing Winter Olympics, Zhangjiakou ice and snow tourism has developed rapidly. During the 2020-2021 snow season, Zhangjiakou City will receive 2.462 million tourists, a year-on-year increase of 83%. (Zhangjiakou News Network, 2022). It is not difficult to see from the growth of tourists that the Winter Olympics will have a positive impact on Zhangjiakou's tourism industry, indicating that Zhangjiakou's ice and snow tourism industry has begun to take shape and is gaining momentum. For example, in 2003, the number of tourists in Zhangjiakou Wanlong Ski Resort was less than 10,000. In the 2015 snow season (the year of the successful Olympic bid), the number of tourists soared to more than 200,000. In the 2020-2021 snow season, this number has reached 368,000 (China Business Network, 2022). With the end of the 2022 Winter Olympics, Zhangjiakou lacks a lot of exposure compared to the Winter Olympics, and it is unclear whether this momentum can continue. To promote sustainable tourism in Zhangjiakou, it is important to understand tourists’ decision-making processes because maintaining a substantial number of tourists is a necessary condition for sustainable tourism development (Jin et al., 2019). In the tourism sector, an important thing is to ensure that tourists revisit specific places in the future, which depends on the first visit experience and attractions (Osman & Sentosa , 2013). Oppermann (1998); Gyte and Phelps (1989); Gitelson and Crompton (1984) pointed out that revisiting tourists can effectively reduce the market cost of tourist destinations, increase economic benefits, maintain a stable source of tourists and bring positive tourist word-of-mouth effect. For tourist destinations, tourists' willingness to revisit is an important indicator of their business development.One of the factors influencing sport tourists' revisit is tourists' inference from destination image, perceived value which attracts sport tourists and it is necessary to develop it (Chen & Tsai, 2007; Quintal & Polczynski, 2010). Although tourism literature has paid attention to perceived value, however, tourism researchers and practitioners have not paid equal attention to the customer's service experience (Lee et al., 2007; Dong & Siu, 2013). In fact, the importance of visitor experience cannot be overemphasized, tourists who experience satisfactory traveling services and destination, they would have more intentions to visit the same destinations again(Kim & Brown,2012; San et al., 2019). Mazanec et al. (2007) showed that while the competitiveness of a tourism destination is considered as the ability of that destination to provide services, memorable experience and customers' satisfaction and consequently to increase their revisit and more earning for that destination, this concept is only a definition. Tourists' revisit depends on their satisfaction from destination (Guntoro & Hui, 2013). Research on the factors influencing tourists' revisit of sport tourism destinations can provide strategies to increase the attraction of sport tourists and to improve the economic level of the destinations. Given the importance of the above, this study explores the relationship between destination image, perceived value, satisfaction, and revisit intention of ski tourism destinations. Importantly, these variables have not been studied as a comprehensive model in Zhangjiakou as a tourist destination until now.Within this framework, the primary factors in sustainable development of a destination become clearer, offering guidance to researchers and destination marketers alike. Methods This study conducted a questionnaire survey on 500 ski tourists who went to Zhangjiakou after the Winter Olympics. The collected data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, structural equation modeling, intermediary effect analysis. Result and Discussion
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Jianmin Shi,Xiaodai Jia,Yan Xing,Xiuxiu Bu,Qiang Lei,Qunqun Sun 아시아스포츠융합과학회 2023 Asia Pacific Journal of Applied Sport Sciences Vol.4 No.1
PURPOSE Based on theoretical evidence and previous literature, this study proposes research hypotheses and establishes a structural equation model (SEM) that includes variables such as motivation, goal orientation, satisfaction, and adherence. METHOD Study participants included skiers at the ski resorts located around Beijing. In total, 700 questionnaires were distributed, and 44 invalid questionnaires were removed for being incomplete or incorrect; 656 questionnaires were retained and analyzed using SPSS v. 26 and Amos v. 23. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling methods were used in the analyses. RESULT This study explored the relationship between motivation, goal orientation, satisfaction, and adherence in skier participants through a quantitative analysis. Through the establishment and verification of the structural equation mode, the following conclusions were drawn: First, motivation directly affects goal orientation. Second, motivation directly affects satisfaction. Third, motivation directly affects adherence. Fourth, goal orientation directly affects satisfaction. Fifth, goal orientation directly affects adherence. Sixth, satisfaction directly affects adherence. CONCLUSION To improve skiing adherence, Beijing ski resort operators should understand the motivation for skiing, formulate supporting policies and services, and enhance the goal orientation and satisfaction of skiers. This study provides some practical implications for ski resort operators that may increase the profit of ski resorts contribute to the sustainable development of Beijing skiing.
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