The Market Responses of Ice and Snow Destinations to Southerners’ Tourism Willingness: A Case Study from China
Abstract
:1. Introduction
2. Literature Review
2.1. Ice–Snow Tourism
2.2. Willingness to Participate in Ice–Snow Tourism
2.3. Meeting the Market’s Willingness for Ice–Snow Tourism
3. Research Method
3.1. Theoretical Framework
3.2. Selecting Study Areas
3.3. Summarizing Ice–Snow Tourism Activities
3.4. Investigating Respondents’ Ice–Snow Tourism Willingness after the Winter Olympics
3.5. Analyzing the Effects of Tourism Activities on Inducing Respondents’ Willingness
3.6. Analyzing Tourism Activities’ Availability Effects on Meeting Respondents’ Willingness
3.6.1. Analyzing the Effects of the Number of Available Tourism Activities
3.6.2. Analyzing the Effects of the Expenses for Available Tourism Activities
4. Result and Analysis
4.1. Respondents’ Willingness to Travel to the Study Areas for Ice–Snow Tourism
4.2. Effects on Inducing Respondents’ Ice–Snow Tourism Willingness
4.2.1. Effects of Each Category of Activities in General
4.2.2. Activity Category Effects by Respondent Willingness Level
4.3. Effects on Meeting Respondents’ Ice–Snow Tourism Willingness
4.3.1. Effects of the Number of Available Tourism Activities
4.3.2. Effects of Required Expenses for Available Tourism Activities
- (1)
- Required expenses per capita
- (2)
- Respondents’ willingness to pay
- (3)
- Effects of a reasonable composition of expense levels for available tourism activities
5. Discussion and Conclusion
5.1. Discussion
5.1.1. Marketing Ice–Snow Tourism to Vitalize Winter Destinations in the North
5.1.2. Marketing to Induce Southerners’ Ice–Snow Tourism Willingness
5.1.3. Market Strategies for Meeting Southerners’ Ice–Snow Tourism Willingness
5.2. Theoretical Contributions
5.3. Conclusions
5.4. Limitations
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Main Category | Subcategory/Number of Pictures | Total Number of Pictures |
---|---|---|
Ice and snow sightseeing (X′1) | (1) Appreciating natural snowscape/125; (2) appreciating architecture in snowfield/62; (3) appreciating ice and snow sculptures/49; (4) appreciating animals in snowfield/27; (5) appreciating natural ice–snow scenery/25; (6) appreciating natural icescape/10; (7) appreciating other distinct scenery in ice and snowfield/8; (8) appreciating artificial landscape decoration in snowfield/2; (9) appreciating manufacturing facilities in snow-fields */2 | 310 |
Ice–snow entertainment (X′2) | (1) Gliding in snowfield with unpowered equipment /26; (2) snowmobiling/24; (3) gliding on ice with unpowered equipment/17; (4) playing with snow/15; (5) ice gaming/7; (6) making snowmen/5; (7) roaming on ice/3; (8) snow gaming/3; (9) playing with hovercraft on ice */2; (10) touching ice/1; (11) other entertainment in snowfield/9 | 112 |
Watching ice and snow performance (X′3) | (1) Watching ice and snow folk show/35; (2) watching ice and snow art show/14; (3) watching ice and snow sport skill show/8; (4) watching fireworks display in ice and snow field/3 | 60 |
Doing ice–snow sports (X′4) | (1) Snow skiing/18; (2) snow hiking/8; (3) playing ball game in snowfield/6; (4) skating/3; (5) winter swimming/3; (6) playing ball game on ice/2; (7) other ice and snow sport/3 | 43 |
Ice–snow custom experience (X′5) | (1) Enjoying livestock sledding/19; (2) feeding animals in snowfield/4; (3) enjoying folk game in snowfield/3; (4) riding horse in snowfield/3; (5) riding camel in snowfield/2; (6) taking part in bonfire party in snowfield/2; (7) experiencing unique living facilities in snowfield/2; (8) experiencing opening up ice path */1; (9) experiencing other folk customs in snowfield/6 | 42 |
Experiencing ice–snow events (X′6) | (1) Experiencing ice and snow sports events/17; (2) experiencing local traditional ice and snow festivals/10; (3) experiencing ice and snow tourism cultural festivals/9 | 36 |
Posing for photographs in frigid air (X′7) | (1) Posing for photographs with snowscape/20; (2) posing for photographs with icescape/4; (3) posing for photographs with ice–snow scenery/2 | 26 |
Gourmet experiences in snow (X′8) | (1) Having hot pot in snowfield/5; (2) having a picnic in snowfield/4; (3) tasting ethnic cuisine/2; (4) enjoying frozen fruit */1 | 12 |
Enjoying ice–snow hot spring (X′9) | (1) Enjoying open-air hot spring in snowfield/8; (2) enjoying semi-open-air hot spring in snowfield */2 | 10 |
Other recreations (X′10) | (1) Experiencing unique ice and snow facility /5; (2) experiencing logging in snowfield/3; (3) camping in snowfield/1; (4) creating ice and snow artwork/1 | 10 |
Variable | Willingness | Dispersion Coefficient of Willingness | Correlation Coefficient with E | OLS Regression Analysis Result Taking W1 as the Dependent Variable | |||
---|---|---|---|---|---|---|---|
Coefficient | Std. Err. | T Value | VIF | ||||
X1 | 5.778 | 0.494 | 0.097 ** | 0.127 *** | 0.023 | 5.49 | 1.63 |
X2 | 5.686 | 0.498 | 0.072 | 0.083 *** | 0.022 | 3.85 | 1.39 |
X3 | 5.124 | 0.557 | 0.089 ** | 0.117 *** | 0.021 | 5.57 | 1.34 |
X4 | 5.458 | 0.510 | 0.142 *** | 0.078 ** | 0.023 | 3.31 | 1.58 |
X5 | 5.923 | 0.477 | 0.073 * | 0.144 *** | 0.022 | 6.64 | 1.41 |
X6 | 5.141 | 0.545 | 0.080 * | 0.121 *** | 0.022 | 5.62 | 1.36 |
X7 | 4.809 | 0.578 | 0.073 | 0.056 * | 0.023 | 2.40 | 1.56 |
X8 | 6.175 | 0.459 | 0.132 *** | 0.148 *** | 0.023 | 6.39 | 1.61 |
X9 | 6.159 | 0.476 | 0.059 | 0.183 *** | 0.023 | 7.97 | 1.69 |
X10 | 4.528 | 0.583 | 0.091 ** | 0.037 | 0.023 | 1.63 | 1.36 |
Constant | - | - | - | 0.340 * | 0.166 | 2.05 | - |
Tourism Activities | Ranking Supply | Ranking Market Willingness | Ranking Consistency Degree | Adjustment Direction |
---|---|---|---|---|
X′1 | 1 | 4 | 0.667 | ↓ |
X′2 | 2 | 5 | 0.667 | ↓ |
X′3 | 3 | 8 | 0.444 | ↓ |
X′4 | 4 | 6 | 0.778 | ↓ |
X′5 | 5 | 3 | 0.778 | ↑ |
X′6 | 6 | 7 | 0.889 | ↓ |
X′7 | 7 | 9 | 0.778 | ↓ |
X′8 | 8 | 1 | 0.222 | ↑ |
X′9 | 9 | 2 | 0.222 | ↑ |
X′10 | 10 | 10 | 1.000 | → |
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Sun, K.; Tian, X.; Xia, J.; Ou, M.; Tang, C. The Market Responses of Ice and Snow Destinations to Southerners’ Tourism Willingness: A Case Study from China. Sustainability 2023, 15, 13759. https://doi.org/10.3390/su151813759
Sun K, Tian X, Xia J, Ou M, Tang C. The Market Responses of Ice and Snow Destinations to Southerners’ Tourism Willingness: A Case Study from China. Sustainability. 2023; 15(18):13759. https://doi.org/10.3390/su151813759
Chicago/Turabian StyleSun, Kun, Xiaoli Tian, Jing Xia, Mian Ou, and Chengcai Tang. 2023. "The Market Responses of Ice and Snow Destinations to Southerners’ Tourism Willingness: A Case Study from China" Sustainability 15, no. 18: 13759. https://doi.org/10.3390/su151813759