| 摘要: |
| 运用文献资料法、调查法和数据分析法,依据归因理论,对冰雪运动“南展”消费者参与影响因素进行研究。发现:收入因素决定南方居民冰雪运动的参与次数;冰雪运动在南方普及度不高;冰雪技术学习可以刺激南方居民冰雪运动参与;相比于政策,冰雪运动的战略号召对南方居民参与冰雪运动更具有实际效用。建议:针对高收入群体加强冰雪运动宣传,并通过多种方式增加中低收入群体的参与可能性,扩大冰雪运动人口;通过社会宣传和学校教育厚植冰雪运动文化,依托冰雪运动场馆和学校教育平台建设冰雪运动技术专业培训体系,突破南方居民参与冰雪运动的技术瓶颈;利用多种宣传渠道和方式,进一步扩大参与冰雪运动相关口号的传播效果,让参与冰雪运动成为一种新的生活方式。 |
| 关键词: 归因理论 冰雪运动 “南展” 冰雪参与 收入 受教育程度 技术掌握 |
| DOI： |
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| 基金项目:国家社科基金项目“北京冬奥会背景下‘北冰南展西扩东进’的战略价值”(19BTY041) |
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| Research on the Influencing Factors of Consumer Participation in the “South Extension”of Ice and Snow Sports in China——An Empirical Case Study Based on the BONSKI of Guangzhou Sunac Land |
| LI Zhifu,LIU Wei |
| (Anhui Professional and Technical Institute of Athletics,Hefei 230051 ,China) |
| Abstract: |
| By using the methods of literature, investigation and data analysis, based on attribution theory, this paper studies the influencing factors of consumer participation in“south extension”of ice and snow sports.It is found that the income factor determines the number of ice and snow sports participation of Southern residents; the popularity of ice and snow sports in the south is not high; ice and snow technology learning can stimulate the participation of Southern residents in ice and snow sports; compared with policy, the strategic call of ice and snow sports has a more practical effect on the participation of Southern residents in ice and snow sports.It is suggested to strengthen the promotion of ice and snow sports for high-income groups, increase the participation possibility of middle-lowincome groups in various ways, and expand the population of ice and snow sports.Through social publicity and school education, we will cultivate the culture of ice and snow sports, build a professional training system of ice and snow sports technology based on ice and snow sports venues and school education platforms, and break through the technical bottleneck of Southern residents participating in ice and snow sports.We will make use of a variety of publicity channels and methods to further expand the dissemination effect of the slogans related to participation in ice and snow sports and make participation in ice and snow sports a new way of life. |
| Key words: attribution theory ice and snow sports “south extension” snow and ice participation income education level technical mastery |
