The Influence of Ski Resort Image and Satisfaction on Skiers' Revisiting Intention
Journal Title: Health Science and Management - Year 2022, Vol 1, Issue 2
Abstract
Improving skiers' willingness to revisit is an important factor in ski resorts' sustainable operation and profitability. This study proposes a theoretical model of “ski resort image - skier satisfaction - willingness to revisit” based on the existing literature to enhance skiers' willingness to revisit. Through a questionnaire survey of 404 skiers at Wanda Ski Resort in Changbai Mountain, Jilin Province, China, the study finds that the image of a ski resort is a direct precondition for skiers' satisfaction and their willingness to revisit, and that the image of a ski resort can indirectly affect skiers' willingness to revisit through ski resort satisfaction. This study suggests that the image of ski resorts can be improved from three perspectives: ski resort image positioning, ski resort image design and ski resort image communication.
Authors and Affiliations
Zheng Zhou
Keywords
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- EP ID EP752169
- DOI 10.62091/HSM2022009
- Views 6
- Downloads 0
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