摘要
Starting from the skill characteristics of ski tourism,this paper discusses the impact of consumer skill on travel decisions,and the moderating effect of the ski resort’s comprehensive leisure environment(including the ski resort sports environment and the regional cultural tourism environment),in order to both understand their impacts on the travel distance characteristics of skiers and attempt to provide necessary research support for the development of China’s ski industry and the construction of destinations.Based on the data from multi-period visitor surveys,this paper constructs the consumption skill-travel radius decision-making influence model under the moderating effect of the ski resort comprehensive leisure environment.The results show three main characteristics.(1)The travel radius obviously differs among skiers with different skill levels.The skill level of skiers has a significant positive effect on the larger travel radius,and a significant negative effect on the smaller travel radius.That is,skiers with a higher skill level are more inclined to undertake long-distance skiing travel,while skiers with a lower skill level are more inclined to undertake short-distance skiing travel.(2)The comprehensive leisure environment has a significant moderating effect on the skiers’travel radius,with a significant positive impact on enlarging the travel radius,while the influences on high-skill and low-skill skiers are significantly higher than on middle-skill skiers.(3)In the comprehensive leisure environment,there are differences in the moderating effect of the ski resort sports environment and the regional cultural tourism environment on the skiers travel radius,and the positive moderating effect of the ski resort sports environment on the high-skill skiers’travel radius is more obvious.While the regional cultural tourism environment has a more obvious positive moderating effect on the travel radius of non-skiers and junior skiers,it is more conducive to promoting domestic travel.In general,the skier skill level in China was generally lower,and the ski resort comprehensive leisure environment optimization is conducive to overcoming the limitation of the travel radius caused by the disadvantageous skill level of consumers.However,to promote the development of China’s ski industry in the long run,it is necessary to focus on improving the consumer’s ski skill level,but prevent the risk of losing high-skill consumers overseas.In the course of improving the level of domestic ski sports facilities,we should also focus on the domestic leisure cultural tourism environment to better enhance the attractiveness of domestic ski destinations.
本文从滑雪旅游的技术特性出发,探讨消费技术对出行决策的影响,以及雪场综合休闲环境(包括雪场运动环境和区域文旅环境)对该影响的调节作用,以了解滑雪旅游消费者的出行距离特征,尝试为我国推进冰雪产业发展和构建滑雪旅游目的地提供必要的研究支撑。本文以多期游客调查为数据基础,构建了雪场综合休闲环境调节作用下的消费技术—出游半径决策的影响模型,研究结果表明:(1)不同技术水平滑雪者出游半径特征存在差异,滑雪技术水平正向显著影响大半径滑雪旅游出游,负向显著影响小半径滑雪旅游出游,即滑雪者技术水平越高越倾向远距离滑雪旅游,技术水平越低的滑雪者则更倾向于近距离滑雪旅游;(2)综合休闲环境对滑雪者出游半径具有显著调节作用,对提高出游半径具有显著的正向影响,且对高技术和低技术滑雪者的影响力显著高于对中等技术水平滑雪者的影响力;(3)综合休闲环境中,雪场运动环境和区域文旅环境对滑雪者的出游半径的调节作用存在差异,雪场运动环境对高技术消费者的出游半径的正向调节作用更加明显,而区域文旅环境对非滑雪者和初级滑雪者的出游半径正向调节作用更明显,且更有利于推动国内范围的出游。我国国内滑雪游客的技术水平总体偏低,雪场综合休闲环境的优化有利于克服消费者技术水平劣势导致的出游半径局限,但从长远来看,推动我国滑雪产业发展,需重点考虑消费群体滑雪技术的提升;但要防范高技术消费者海外流失的风险,应在提高国内滑雪运动设施水平的同时,重点从国内休闲文旅环境方面下功夫,以更好地增强国内滑雪目的地的吸引力。
基金
The National Natural Science Foundation of China(42071199)
The General Project of Scientific Research Program of Beijing Municipal Education Commission(SM202110031002)
The Key Project of National Key Research and Development Plan(2019YFB1405600).
