The Motivation for Ice and Snow Sports Tourism Consumption and Local Attachment: A Study on the Mediating Role of Tourism Involvement

บทคัดย่อ

          The objective of this research was to explore the interrelationships among consumption motivation, place attachment, and tourism participation in ice and snow sports tourism and analyze their impact on tourism experience. The research design adopted convenience sampling to select ice and snow sports tourists from Northeast China and the Beijing-Tianjin-Hebei region. Data were collected via questionnaire surveys. The research scale covered three main dimensions including sports tourism motivation, tourism participation, and place attachment, with core motivational factors like social interaction, curiosity exploration, physical and mental relaxation, and interpersonal communication. Before the formal investigation, the scale underwent expert review and pre-testing. For data analysis, correlation analysis and regression analysis were utilized for data modeling and validation.
The findings revealed that consumption motivation in ice and snow sports tourism positively impacts tourism participation and place attachment significantly. Specifically, tourists with stronger motivation have deeper emotional attachments to the destination's environment and cultural atmosphere. Moreover, tourism involvement mediates between consumption motivation and place attachment. This implies that deep participation in ice and snow sports can strengthen the emotional connection to the destination. Based on these results, it's recommended to design more attractive activities and interactive experiences to stimulate travel motivation, enhance tourism involvement and place attachment. Also, improving the destination environment and facilities can boost the overall tourism experience and promote the sustainable development of the ice and snow sports tourism industry, thus providing valuable theoretical support for market decision-making and product development in ice and snow tourism.