Journal of Resources and Ecology ›› 2017, Vol. 8 ›› Issue (5): 494-501.DOI: 10.5814/j.issn.1674-764x.2017.05.007

• Ecotourism in China • Previous Articles     Next Articles

Flow Experience Study of Eco-tourists: A Case Study of Hunan Daweishan Mountain Ski Area

ZHENG Qunming*, TANG Rong, MO Ting, DUAN Nijing, LIU Jia   

  1. College of Tourism, Hunan Normal University, Changsha 410081, China
  • Received:2017-04-22 Online:2017-09-30 Published:2017-09-27
  • Contact: ZHENG Qunming, E-mail: zqmwalter@163.com
  • Supported by:

    Humanities and Social Science Foundation of Hunan Province (16JD48)

Abstract:

Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists: Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities.

Key words: Daweishan Mountain Ski Area, eco-tourists, flow experience, positive emotion, tourists' loyalty