Ecotourism in China

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

  • College of Tourism, Hunan Normal University, Changsha 410081, China

Received date: 2017-04-22

  Online published: 2017-09-27

Supported by

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


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.

Cite this article

ZHENG Qunming, TANG Rong, MO Ting, DUAN Nijing, LIU Jia . Flow Experience Study of Eco-tourists: A Case Study of Hunan Daweishan Mountain Ski Area[J]. Journal of Resources and Ecology, 2017 , 8(5) : 494 -501 . DOI: 10.5814/j.issn.1674-764x.2017.05.007


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