Open Conference Systems, 16th SGBED & XII ESPM International Conference in Management

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Chinese Consumers’ Leisure Constraints on Ski Tourism
Songbai Liu, Junhua Ma, Rong Hu

Last modified: 2019-03-26

Abstract


Ski tourism in China is expected to celebrate its advancement when opportunities are opened up in a series of favorable events such as the approaching Beijing Olympic Winter Games. With data collected from 521 online questionnaires and 7 interviewers, this research aims to fill the gap academically and practically by understanding the leisure constraints of ski participants. By SPSS and AMOS analysis, confirmatory factor analysis was employed. The result proved to show warranted convergent validity and discriminant validity; the model fit is acceptable and has good construct validity. New constraint factors are also briefly explored with regard to Chinese skiers. Given the immature development of ski tourism industry in China, practical suggestions are proposed with collaborated efforts from ski resort managers,event marketers and ski destination governments.

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