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Journal of Resources and Ecology >

2022 , Vol. 13 >Issue 4: 667 - 678

DOI: https://doi.org/10.5814/j.issn.1674-764x.2022.04.012

Original article

The Moderating Effect of the Ski Resort Environment on the Skier’s Travel Radius under the Restriction of Skill Consumption

  • LIU Xiaoquan , * ,
  • YOU Lixin ,
  • DONG Shaoxuan ,
  • GENG Jing
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  • School of Tourism Science, Beijing International Studies University, Beijing 100024, China
*LIU Xiaoquan, E-mail:

Received date: 2021-10-12

  Accepted date: 2022-01-20

  Online published: 2022-06-07

Supported by

The National Natural Science Foundation of China(42071199)

The General Project of Scientific Research Program of Beijing Municipal Education Commission(SM202110031002)

The Key Project of National Key Research and Development Plan(2019YFB1405600)

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Abstract

Starting from the skill characteristics of ski tourism, this paper discusses the impact of consumer skill on travel decisions, and the moderating effect of the ski resort’s comprehensive leisure environment (including the ski resort sports environment and the regional cultural tourism environment), in order to both understand their impacts on the travel distance characteristics of skiers and attempt to provide necessary research support for the development of China’s ski industry and the construction of destinations. Based on the data from multi-period visitor surveys, this paper constructs the consumption skill-travel radius decision-making influence model under the moderating effect of the ski resort comprehensive leisure environment. The results show three main characteristics. (1) The travel radius obviously differs among skiers with different skill levels. The skill level of skiers has a significant positive effect on the larger travel radius, and a significant negative effect on the smaller travel radius. That is, skiers with a higher skill level are more inclined to undertake long-distance skiing travel, while skiers with a lower skill level are more inclined to undertake short-distance skiing travel. (2) The comprehensive leisure environment has a significant moderating effect on the skiers’ travel radius, with a significant positive impact on enlarging the travel radius, while the influences on high-skill and low-skill skiers are significantly higher than on middle-skill skiers. (3) In the comprehensive leisure environment, there are differences in the moderating effect of the ski resort sports environment and the regional cultural tourism environment on the skiers travel radius, and the positive moderating effect of the ski resort sports environment on the high-skill skiers’ travel radius is more obvious. While the regional cultural tourism environment has a more obvious positive moderating effect on the travel radius of non-skiers and junior skiers, it is more conducive to promoting domestic travel. In general, the skier skill level in China was generally lower, and the ski resort comprehensive leisure environment optimization is conducive to overcoming the limitation of the travel radius caused by the disadvantageous skill level of consumers. However, to promote the development of China’s ski industry in the long run, it is necessary to focus on improving the consumer’s ski skill level, but prevent the risk of losing high-skill consumers overseas. In the course of improving the level of domestic ski sports facilities, we should also focus on the domestic leisure cultural tourism environment to better enhance the attractiveness of domestic ski destinations.

Key words： comprehensive leisure environment; ski resort sports environment; regional cultural tourism environment; ski tourism; tourist travel radius

Cite this article

LIU Xiaoquan , YOU Lixin , DONG Shaoxuan , GENG Jing . The Moderating Effect of the Ski Resort Environment on the Skier’s Travel Radius under the Restriction of Skill Consumption[J]. Journal of Resources and Ecology, 2022 , 13(4) : 667 -678 . DOI: 10.5814/j.issn.1674-764x.2022.04.012

1 Introduction

Driven by the 2022 Winter Olympic Games and the relevant national policies to promote the ski industry, the public’s
enthusiasm for skiing consumption in China has significantly increased, and both the ski sports and tourism industries have developed rapidly. According to the white paper of the ski industry, the number of skiers in 2019 reached 20.9 million (Wu, 2021), indicating a significant increase in the popularity of ski tourism. However, in terms of the overall development of the skiing industry, the sustainable profitability of China’s ski resorts is low, with some enterprises operating at a loss, and one of the main reasons is the limitation of the tourist source market (Hong, 2020). According to the Baidu Index of Ctrip’s top 10 Domestic ski destinations from 2015 to 2021, the customers of ski destinations in China are mainly in the urban and provincial areas, indicating that the service radius of ski resorts in China is very limited at present. In Europe, the United States, Japan and other advanced ski countries, the international market is the main component of the ski industry (Xie and Qian, 2021; Sun et al., 2021), and some countries are even dominated by international tourists. For example, in Chamonix, France, the average annual number of international tourists accounts for 48% of the total number of tourists (He, 2018). As a sports tourism item, ski tourism is different from general tourism products. It has obvious characteristics of skill-based consumption, it requires consumers to master certain consumption technology (skills or learning) in order to maximize the utility of consumption (Zhang and Wang, 2019), and there is also a difference between ski tourism consumers and general tourism consumers. Exploring the characteristics of the travel decision behavior of ski tourism consumers will be helpful for understanding the factors influencing consumer decisions, which is of great significance for expanding the service radius of the ski industry.
Ski tourism research abroad started earlier, and mainly focuses on customer loyalty, satisfaction and ski motivation (Simon and Graham, 1998; Dolnicar and Leisch, 2003; Alexandris et al., 2006). The results have shown that achievement, belonging, fun, excitement, and safety are ultimately the key psychological and spiritual acquisition needs from the ski experience (Klenosky et al., 1993). Skiing conditions directly affect consumers satisfaction, but the relationship between ski conditions-satisfaction-loyalty is not a simple linear relationship as it is affected by the influences of factors such as demographic characteristics, family factors, skill level, the skier’s psychological needs, etc. Gibson’s research pointed out that the revisiting of ski resorts may be related to a nostalgic plot. In sports, a sports destination may bring back the sense of happiness and belonging (Gibson, 2005) and looking forward to making new friends is also a very important motivation, but if unfriendly service experiences occur, they will reduce the revisitation rate (Jacek et al., 2021). In addition, Hungenberg et al. (2013) used the SLIM model to explore the influences of serious leisure, family factors and thrill seeking by skiers on their behavior. The results showed that the more serious skiers are, the more willing they are to spend money and time on skiing, while the family influence and the seeking of excitement and adventure psychology also have a positive effect on increasing the ski participation frequency (Hungenberg et al., 2013). The skill level is often considered as a limiting factor for skiing motivation. If skiers feel that their ability does not match the difficulty degree of the ski resort, they will choose not to participate and have less motivation to face the challenge. On the contrary, higher skill level skiers will pay more attention to snow quality, trail, skiing terrain, slope, etc., and with a higher cost affordability (Jacek et al., 2021). Henna Konu used quantitative methods to classify Finnish skiers into passive tourists, cross-country skiers, all-but-downhill skiing tourists, sport seekers, relaxation seekers and want-it-all customers, and believed that different skiers have different interests in ski activities (Henna et al., 2011). Richards pointed out that advanced skiers will consider the snow conditions, terrain, and trail which are directly related to skiing. Intermediate skiers are mainly concerned about snow conditions, while junior skiers are more concerned about price, accommodation and other leisure activities as auxiliary services for skiing, which shows the impact of skill differentiation on the demand for ski products (Richards, 1996). The Kurt Matzler’s team used the skill level as a moderating variable when discussing the skiers satisfaction time-series changes, and the results showed that skill level has a positive moderating effect between ski conditions (ski core conditions, peripheral environment and the service, cost-effective products and services, etc.) and satisfaction (Matzler et al., 2021). In addition, skiing skill and consumption levels will also play a positive role in the conversion of satisfaction to loyalty, that is, the higher the skill level or the higher the consumption level, the easier it is to convert satisfaction into loyalty (Matzler et al., 2007).
Relevant foreign studies have affirmed the role of skill level from the aspects of influencing motivation, satisfaction moderation and loyalty transformation, but the discussion of the impact of skill level on consumers’ travel distance is still relatively rare. China’s skiing industry started relatively late, so the number of studies on skiing consumer behavior also started relatively late and mostly focus on skiers’ destination perception-satisfaction and loyalty-behavior intention linear relationships (Liu and Dong, 2013; Lu et al., 2018). These studies have demonstrated the importance of the ski resort conditions (facilities and service conditions) to skiers’ travel decisions. However, the discussions on the impact of skill level are even fewer. China’s skiing industry development needs to learn from foreign experience and research results, in addition to exploring the skiers behavioral characteristics based on China’s conditions. Compared with the mature foreign skiing cultures, China’s skiing industry is more of an “emerging experience”. The skiing level, facilities and person-time have been significantly improved under the promotion of the 2022 Winter Olympic Games, however, most of the consumer groups still belong to primary experimenters, with a low skill level and low sports participation loyalty. So, exploring and verifying the role of skill characteristics in the behavior of ski consumer groups in China will help us to better understand the ski consumers tourism behavior characteristics. In addition, exploring the impact of skill factors on travel distance, and the influence of relevant factors’ in this process will provide more intuitive strategic support for ski destinations.
Based on existing research, and from the standpoint of skiing consumer characteristics, this article attempts to explore the ski skill level as a factor influencing the skiers travel radius decision (Williams and Fidgeon, 2000), and at the same time, assess how the ski resort comprehensive leisure environment and its sub-environment (the ski resort sports environment and regional culture tourism environment) will affect that impact process, in order to better understand the skiers behavior and provide necessary research support for promoting the expansion of China’s ski destination tourist market.

2 Research methods

This paper takes the skier’s skill level as the antecedent variable to explore its relationship with travel radius. On this basis, this paper explores whether the integrated leisure environment of a ski resort and its sub-environment (the ski resort sports environment and regional cultural tourism environment) can ease the skiers’ skill level barrier and moderate the travel radius, especially for non-skiers and primary skiers. The travel radius is divided into four levels based on administrative divisions. Namely, the skier’s city of residence, hereinafter referred to as “urban area”; the province where the skier is located, hereinafter referred to as “province”; the whole country, hereinafter referred to as “national territory”; and overseas. According to the guidance of experts and references, this study regards the travel scope of urban and provincial as “small radius travel” and the national area and overseas are known as the “large radius travel”.

2.1 Research hypothesis

2.1.1 The effect of skill level on travel radius

For skilled tourism products, Gi-Chul (2008) believed that leisure skills act as a decisive factor in travel decisions, especially in the use of equipment-related skills. Won et al. (2008) pointed out that the higher the level of skiers’ leisure specialization (reflecting the equipment and skills used in sports, and the preference of activity settings), the less concerned they are about the travel cost, as opposed to non-skiers and junior skiers who are more sensitive to the travel cost of skiing because of the obstacles to skiing participation based on skill. Richards (1996) also pointed out that skill levels are highly correlated with income and consumption levels, but skill levels may have a greater impact on destination choice than socioeconomic groups and income levels. Long-distance travel doesn’t only involve economic costs, there may also be obstacles in the different culture experiences, time costs, psychological costs, etc. The relationship between skill level and consumption tolerance does not fully explain the impact of skill level on travel distance, which needs further verification. Considering that tourists of China’s ski resorts are always come from the cities nearby, we hope to more directly understand the effect of skill level on travel radius. Hence, based on the above discussion, this paper proposes the hypotheses H1 (H1a, H1b): Ski skill level has a significant negative impact on small radius travel; And H2 (H2a, H2b): Ski skill level has a significant positive impact on large radius travel.
H1a: Skiing skill level significantly negatively affects travel in “urban area” radius.
H1b: Skiing skill level significantly negatively affects travel in “province area” radius.
H2a: Skiing skill level has a significant positive impact on “national area” radius travel.
H2b: Skiing skill level has a significant positive impact on overseas travel radius.

2.1.2 The moderating factors

In discussing the influence of skill level on consumer travel, this article further attempts to explore the moderating effects of other factors on this influence. Xu’s research pointed out that the travel distance of tourists violates the “distance attenuation theory”. In other words, tourists do not rationally choose to travel nearby because of the increase in travel costs (time, money, energy, risk, etc.) caused by the increase in travel distance. The tourism phenomena of “distance produces beauty” and “seeking father away” are common in the era of the experience economy and post-modern tourism (Xu, 2011). The travel distance decision is the result of the game of the tourists themselves and based on a variety of influencing factors under certain conditions (Xia, 2020). In the era of the experience economy, travel consumers pay more attention to the experience in the travel process. Traveling thousands of miles to explore the unique customs and the pursuit of stimulation are the main characteristics of post-modern tourists (Qi, 2014). The pursuit of distance is essentially the pursuit of spatial transformation (Li, 2017). Cao et al. (2020) pointed out not only the friction effect caused by the travel cost problem, but also the catalytic effect of the distance traveler’s choice of destination. Specifically, “far from home” satisfies tourists psychological needs (especially aesthetic needs) more than the cost. Nicolau and Mas (2006) have also suggested that travelers are more inclined to travel far away when they believe that the rewards of overcoming the distance outweigh the costs. Such rewards include the physical and mental relaxation of a vacation, the perception of exotic culture, etc. Therefore, the better the ski resort sports environment, the more conducive it is to tourists’ skiing skills and excellent skiing experience, so as to enhance the satisfaction of ski tourists. Some on-site interviews with skiers also indicated that the higher the level of skiing skills, the more sensitive the ski resort sports environment. This relationship shows that the destination ski resort sports environment affects the tourists’ travel decision to a certain extent. Therefore, for ski tourism, it is insufficient to explore the decision-making of tourists’ travel distance regardless of skill level. Based on this, this paper proposes the following hypothesis, H3: The ski resort sports environment has a moderating effect on the skiing skill and travel radius.
H3a: Ski resort sports environment has a negative moderating effect on the influence of skiing skill level on “urban area” travel radius.
H3b: Ski resort sports environment has a negative moderating effect on the influence of skiing skill level on the travel radius of “province area”.
H3c: Ski resort sports environment has a positive moderating effect on the influence of skiing skill level on the travel radius of “national area”.
H3d: Ski resort sports environment has a positive moderating effect on the influence of skiing skill level on the radius of overseas travel.
Besides the ski resort sports environment, the cultural tourism environment can also bring satisfaction to consumers in skiing leisure activities. The cultural atmosphere has a positive role in promoting tourists’ travel decision-making (Xu et al., 2016), and these factors will become a pulling force that affects tourists’ decisions (Wang, 2003; Tang et al., 2020). Early tourist interviews show that rich projects or unique exotic customs can promote consumer travel. Based on this, this paper proposes hypothesis H4: The regional cultural tourism environment has a moderating effect on the skiing skill and travel radius.
H4a: Regional cultural tourism environment has a negative moderating effect on the influence of skiing skill level on the travel radius of “urban area”.
H4b: Regional cultural tourism environment has a negative moderating effect on the influence of skiing skill level on the travel radius of “province area”.
H4c: Regional cultural tourism environment has a positive moderating effect on the influence of skiing skill level on the “national area” travel radius.
H4d: Regional cultural tourism environment has a positive moderating effect on the influence of skiing skill level on the radius of overseas travel.
Won et al. (2008) mentioned in their study that the ski resort attractiveness is the result of the combined effect of its internal and external environments. Among them, snow conditions are the most important factor influencing the internal environment, and the rich and diverse entertainment activities and pleasant/comfortable accommodation experience in the region can more effectively stimulate tourists’ interest and increase play time. Based on this, this article further explores the possible influence of the comprehensive environment on consumer decision-making, and proposes hypothesis H5: Comprehensive leisure environment has a moderating effect on the skiing skill and travel radius.
H5a: Comprehensive leisure environment has a negative moderating effect on the effect of skiing skill level on the travel radius of “urban area”.
H5b: Comprehensive leisure environment has a negative moderating effect on the effect of skiing skill level on the travel radius of “province area”.
H5c: Comprehensive leisure environment has a positive moderating effect on the influence of skiing skill level on the travel radius of “national area”.
H5d: Comprehensive leisure environment has a positive moderating effect on the influence of skiing skill level on the radius of overseas travel.
Fig. 1 Conceptual model diagram of this research

2.2 Index selection and data collection

In order to select the appropriate measurement indicators, this article refers to previous studies while also considering the characteristics of the skier group in China.

2.2.1 Ski travel radius

Referring to the research of Wu and Li et al. (Wu, 1994; Li et al., 2012), this paper’s travel radius is divided into four levels based on administrative divisions. Namely, the skier’s city of residence, hereinafter referred to as “urban area”; the province where the skier is located, hereinafter referred to as “province”; the whole country, hereinafter referred to as “national territory”; and overseas. According to the guidance of experts and references, this paper regards the travel scope of urban and provincial as “small radius travel” and the national area and overseas are known as the “large radius travel”.

2.2.2 Skill level measure index

It is important to consider that the mastery of skiing skills may vary due to personal factors when selecting skill level indicators. More mature ski consumers are different from ordinary experiential consumers not only in terms of trail level, but also often in ways that are reflected at a certain ski age (Richards, 1996; Won et al., 2008; Liu et al., 2021), and by a higher frequency or duration of skiing (Richards, 1996). Therefore, this study did not choose a single index as a measure, but set ski age, trail level and average annual skiing time as three indicators. The survey of foreign skiers shows that the average ski age of non-experience skiers is about 5 years (Won et al., 2008), and the ski age of domestic skiers is 3-5 years (Liu et al., 2021), so in terms of the ski age index, different values are given to corresponding years, as shown in Table 1. Average annual skiing time is obtained by multiplying the two indexes of “skiing duration per time” and “skiing trip frequency”, thus covering the possibility of multiple travel modes such as multi-frequency short- duration and low-frequency long-duration. This study referred to relevant research and surveys in China for the statistics of ski consumer frequency and skiing duration (Zhu et al., 2016; Hu, 2018; Zhang and Zhao, 2018), and proposes the corresponding index assignments shown in Table 1.
Table 1 Explanation on the assignments of the Likert 5-score scale for ski age and skiing time
Score 1 2 3 4 5
Ski age (years) 0≤X≤1 1<X≤3 3<X≤5 5<X≤6 X>6
Average annual skiing time (days) 0≤Y≤3 3<Y≤6 6<Y≤9 9<Y≤24 Y>24

2.2.3 The ski resort comprehensive leisure environment

Among the external factors affecting consumers’ ski decision-making, ski trails and ski facilities are usually considered to be the core elements (Richards, 1996; Gilbert and Hudson, 2000; Ke et al., 2019). The resort and the conditions of transportation, accommodation, sightseeing attractions, shopping and other service facilities are also considered to have a certain impact on consumer decision-making and resort competitiveness (Richards, 1996; Zheng, 2020; Matzler et al., 2021). However, in terms of the actual development of China’s ski resorts, among the 770 ski resorts in 2019, about 20 of them met the characteristics of the destination resort-type of ski resort, of which only eight can actually be called ski resorts (Wu, 2021). This means that China’s ski tourism related services need to be supplemented by regional comprehensive services. Therefore, when selecting related service indicators, this study adopted the regional concept to replace traditional resorts. In addition, Richards pointed out that tourism activities are not only personal, but there are also factors that affect skiers’ decision-making besides their own preferences, e.g., family influences should also be considered (Richards, 1996). In view of China’s current skiing travel characteristics, parent-child travel accounts for a relatively high proportion. The survey data also showed that the proportion of parent-child trips exceeded 25%, so two indicators of other in-ski-resort activities and parent-child services were further added to the influencing factors. Finally, combined with the overall skiing skill level in China, the coaching service is also an important factor affecting consumer satisfaction (Liu et al., 2021), and it is also considered as a ski resort internal service indicator. Collectively, these nine indicators can be divided into two types: the ski resort internal sports environment and the regional cultural tourism environment. The model will also separately measure the moderating effects of these two types of indicators.

2.2.4 Data collection and analysis

Based on the selection of relevant indicators above, this paper used the Likert 5-score scale to evaluate the indicators, and adopted multi-period, multi-location, and offline and online questionnaire survey methods. From December 15, 2019 to December 25, 2019, we investigated Wanlong Ski Resort in Chongli, Hebei and Jundu Mountain ski Resort in Beijing by offline questionnaire surveys. A total of 154 offline questionnaires were distributed, and 120 valid questionnaires were received, for an effective recovery rate of 77.9%. Offline research was suspended due to the epidemic, a second round of online research was conducted from January 3 to January 10, 2020 by means of sending an e-questionnaire on Wechat, and 173 valid questionnaires were collected. The third round of research was conducted from July 27 to August 4, 2021. Due to the impact of the new round of the epidemic, Internet research was still adopted for this research. In order to avoid duplication of the data collected in the second round, we used the “snowball” method to collect data on the website in the third round, and a total of 99 valid questionnaires were collected. The three rounds totaled 392 valid questionnaires. For the demographic distributions of the survey sample, there is no significant difference in the proportions of men and women, the proportion of women (59.2%) is slightly higher than that of men (40.8%); for age, 18-24 years old and 25-34 years old accounted for 40.1% and 42.1%, respectively, while the proportion of those aged 35-44 was 10.7% and the proportion of other age groups is relatively low; and the residential areas represented are mainly urban tourists. Based on the three questionnaires, we conducted model analysis and testing. In order to verify the robustness of the model, a fourth survey was carried out from November 24 to 28, 2021. Comprehensive consideration to increase field research and avoid the limitations of offline crowds and maybe the epidemic had some uncertain restrictive impacts on the field research, so the online and offline research methods were once again selected. Field surveys were conducted in Chongli, Hebei, and online research used the Credamo network questionnaire platform. These respective strategies acquired 193 and 100 valid questionnaires, respectively. The model experiment was tested, and the results showed that the model has good robustness.
SPSS 26.0 and Amos 24.0 were used for statistical analysis of the data. First, the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were performed on the data for the skill level and comprehensive leisure environment scale to determine their potential constituent dimensions. In order to ensure the scientific nature and credibility of the study, the 392 valid questionnaires were randomly divided into two sub-samples: S1 (n=196) and S2 (n=196). Then, exploratory factor analysis was performed with S1 and confirmatory factor analysis was performed with S2. On this basis, the relationships among variables were explored through a structural equation model to verify the internal mechanisms among the skill level, comprehensive leisure environment and travel radius (“urban area”, “province area”, “national area” and overseas) in the conceptual model. The model test has good robustness.

3 Results

3.1 Exploratory Factor Analysis (EFA)

Exploratory factor analysis (EFA) was performed on sample data S1 (n=196) to verify the scientific rationality of the skill level and index design of the comprehensive leisure environment scale. The test results show that the KMO value is 0.905, the Bartlet sphericity test value is 1496.044 (DF =66), and the accompanying probability value (Sig.) is 0.000, indicating that factor analysis is suitable. Then, the principal components were analyzed, and the maximum variance rotation method was used to extract the common factors. After the rotation, two principal components were obtained, that is, the skill level and comprehensive leisure environment are the same as the preset, and the load of each index factor is greater than 0.5. The cumulative variance contribution rate was 66.242% (Table 2).
Table 2 Exploratory factor analysis results
Factor/item Factor loading The eigenvalue Explanatory variance percentage (%)
Skill level (α = 0.633) 1.82 15.168
X1. I have more than five years of ski experience 0.822
X2. I can ski at different trails levels 0.838
X3. My average annual skiing time is longer 0.575
Comprehensive environment (α=0.933) 6.129 51.074
W1. Ski trails conditions have an important influence on my destination decision 0.509
W2. Ski facilities have an important influence on my destination decision 0.851
W3. Coaching service has an important influence on my destination choice 0.803
W4. Other travel activities in the ski resort have an important influence on my destination decision 0.857
W5. The parent-child service of ski resort has an important influence on my destination choice 0.817
W6. Other tourism attractions in the region have an important influence on my destination decision 0.848
W7. Regional accommodation and food conditions have an important impact on my destination decision 0.871
W8. Regional shopping conditions have an important influence on my destination decision 0.806
W9. Regional traffic conditions have an important influence on my destination decision 0.849

3.2 Confirmatory factor analysis (CFA)

On the basis of exploratory factor analysis (EFA), the sample data S2 (n=196) was then used to carry out confirmatory factor score (CFA) to ensure the stability and reliability of the scale structure of the comprehensive measurement model composed of skill level and comprehensive leisure environment. The results showed that χ2/DF =2.357, GFI=0.898, IFI=0.956, CFI=0.956, NFI=0.926, and RMSEA=0.083, that is, the scale fitting index had passed the goodness of fit. At the same time, the combined reliability (CR) and average variance precipitation (AVE) of the skill level and ski resort environment were both greater than their respective thresholds of 0.7 and 0.5, indicating good aggregation validity (Table 3).
Table 3 Results of confirmatory factor analysis
Factor/item Std. factor loading Composite reliability (CR) Average variance extracted (AVE)
Skill level (α = 0.633) 0.778 0.544
X1. I have more than five years of ski experience 0.832***
X2. I can ski at different trails levels 0.771***
X3. My average annual skiing time is longer 0.587***
Comprehensive environment (α=0.933) 0.947 0.666
W1. Ski trails conditions have an important influence on my destination decision 0.627***
W2. Ski facilities have an important influence on my destination decision 0.807***
W3. Coaching service has an important influence on my destination choice 0.834***
W4. Other travel activities in the ski resort have an important influence on my destination decision 0.851***
W5. The Parent-child service of ski resort has an important influence on my destination choice 0.822***
W6. Other tourism attractions in the region have an important influence on my destination decision 0.837***
W7. Regional accommodation and food conditions have an important impact on my destination decision 0.859***
W8. Regional shopping conditions have an important influence on my destination decision 0.827***
W9. Regional traffic conditions have an important influence on my destination decision 0.853***

Note: *** means significance level is P<0.001.

3.3 Research hypothesis testing

3.3.1 The effect of a skier’s skill level on the travel radius

The maximum likelihood estimation method was used to judge the fitting effect of the model by using the absolute fitting index, relative fitting index and reduced fitting index. The results showed that χ2/DF =9.273>5, GFI=0.912, IFI=0.909, CFI=0.909, NFI=0.899, and RMSEA=0.145> 0.080. The χ2/DF value exceed the acceptable range, indicating that the structural equation model and sample data did not reach the ideal goodness of fit. This could be because the travel radius is a single factor measurement variable, so the exploratory and confirmatory factor analysis cannot be carried out directly, leading to unsatisfactory fitting indexes in the process of model testing. By checking the model correction coefficient (MI), the residual MI values of the X1, X3, Y1, Y2, Y3 and Y4 groups were too high (Y1, Y2, Y3 and Y4 represent the travel radius of “urban area”, “province area”, “national area” and overseas, respectively). The reasons may be as follows: there is a certain positive correlation between the average annual skiing time (X3) and the skiing age (X1); “urban area” (Y1) and “province area” (Y2) both belong to the range of near travel, so consumers will not regard these two areas as opposing choices, initially considering the “urban area” travel radius, then the “provincial area” radius also has a higher proportion of acceptable; and “National area” (Y3) and overseas (Y4) both belong to the range of long-distance travel. When consumers choose the “national domain” travel radius initially, they also tend to consider the overseas travel radius. Therefore, the residual errors of these three groups of variables were modified by the MI correction line, and the modified fitting indexes were χ2/DF=3.566, GFI=0.974, IFI= 0.978, CFI=0.978, NFI=0.899, and RMSEA=0.081, all reaching the goodness of fit.
The relationship between skiers’ skill level and travel radius was analyzed by the structural equation model, and the results are shown in Table 4. 1) The consumer skill level has a significant negative impact on travel in the small radius distance (“urban area” and “province area”), and the degree of negative impact is more significant in “urban area” (P<0.001) than in “province area” (P<0.05). 2) The skill level of consumers has a significant positive impact on travel in the large radius (“national area” and “overseas”), and the β of foreign radius is slightly higher than that of “national” radius. So H1a, H1b, H2a, and H2b are supported.
Table 4 Hypothesis testing results of the model
Hypothesis Research path Standardized path coefficient β Sig. Results
H1a Skill level → Urban area -0.736 < 0.001*** Significant negative effect
H1b Skill level → Province area -0.157 0.04* Significant negative effect
H2a Skill level → National area 0.762 < 0.001*** Significant positive effect
H2b Skill level → Overseas 0.780 < 0.001*** Significant positive effect

Note: Significance levels: *means 0.01<P<0.05, and *** means P<0.001.

3.3.2 Sub-moderating effect of the comprehensive leisure environment

Based on the hypothesis test of skiers’ skill level on travel radius, AMOS24.0 was used to further test the sub-moderating and comprehensive moderating effect of the ski resort environment on the effect of skiers’ skill level on travel radius. As can be seen from Table 5 and Table 6, the sub-moderating mechanism of ski resort sports environment and regional cultural tourism environment is roughly the same as the total moderating mechanism. However, there are differences in the moderating effect of the “province area” radius.
Table 5 Test results of the ski resort sports environmental moderating effect
Hypothesis Path Standardized path coefficient β P-Value t-Value Result
H3a Ski resort sports environment → Urban area -0.259 0.010** -2.576 Significant negative effect
H3b Ski resort sports environment → Province area -0.173 0.222 -1.222 Rejected
H3c Ski resort sports environment → National area 0.207 0.045* 2.001 Significant positive effect
H3d Ski resort sports environment → Overseas 0.308 0.000*** 3.185 Significant positive effect

Note: Significance levels: *means 0.01<P<0.05, ** means 0.001<P<0.01, and *** means P<0.001.

Table 6 Test results of the regional cultural tourism environment moderating effect
Hypothesis Path Standardized path coefficient β P-Value t-Value Result
H4a Regional cultural tourism environment → Urban area -0.324 0.013* -2.483 Significant negative effect
H4b Regional cultural tourism environment → Province area 0.100 0.582 0.550 Rejected
H4c Regional cultural tourism environment → National area 0.441 0.000*** 3.315 Significant positive effect
H4d Regional cultural tourism environment → Overseas 0.316 0.011* 2.546 Significant positive effect

Note: Significance levels: *means 0.01<P<0.05, and *** means P<0.001.

(1) The moderating effect of the ski resort sports environment
1) As shown in Table 5, the ski resort sports environment has a significant negative moderating effect on skiers’ skill level in the travel radius of small radius (“urban area”), while it has almost no moderating effect on the travel radius of “province area”. 2) The ski resort sports environment has a significant positive moderating effect on skiers' skill level in the large distance travel radius (“national area”, overseas). Note that the significance of overseas (P<0.001) is stronger than that of “national area” (0.01<P<0.05), indicating that with the optimization of the ski resort sports environment, skiers will be more inclined to travel in a large radius. Therefore, H3a, H3c and H3d are assumed to be supported, and H3b is rejected.
(2) The moderating effect of the regional cultural tourism environment
1) According to Table 6, the regional cultural tourism environment has a significant negative moderating effect on skiers’ skill level in the travel radius of small radius (“urban area”), but almost no moderating effect on the travel radius of “province area”. 2) The regional cultural tourism environment has a significant positive effect on skiers’ skill level in the large distance travel radius (“national area”, overseas), and the significance of “national area” (P<0.001) is stronger than that of “overseas” (0.01<P<0.05). Therefore, H4a, H4c, and H4d are assumed to be supported, and H4b is rejected. These results show that the regional cultural tourism environment has only a limited moderating effect on the travel radius of skiers, that is, for a large travel radius, skiers do not consider the ski environment as a decisive factor of the travel distance, but only as a reference factor. Therefore, ski destinations may not achieve the ideal long-distance tourist market target by taking advantage of the cultural tourism environment only.

3.3.3 Comprehensive moderating effect of the comprehensive leisure environment

According to Table 7, the comprehensive leisure environment has a significant negative moderating effect on skiers' skill level in the travel radius of small radius distance (“urban area” and “province area”). The results show that the optimization of the comprehensive leisure environment has a weakening effect on the negative effect of the skill level on the travel radius of “urban area” and “province area”, that is, when the long-distance comprehensive leisure environment meets the expectation, the skiers will increase their choice of the long-distance ski resort. In addition, the significance of the negative adjustment degree is stronger in “urban area” (P<0.001) than in “province area” (0.01<P<0.05), which further indicates that the comprehensive leisure environment has a stronger moderating effect on skiers with a smaller initial travel radius. The data in Table 7 also show that the comprehensive leisure environment plays a significant positive regulating role in skiers’ skill level in the large distance travel radius (“national area” and overseas). Therefore, the optimization of the comprehensive leisure environment can strengthen the positive effect of skill level on the travel radius of “national area” and overseas, that is, when the distance of comprehensive leisure environment meets the expectation, skiers will be more determined and increase the chance of long-distance travel. Also, the overseas radius’ β is slightly higher than the “national” radius, indicating that when the comprehensive leisure environment meets the expectation, skiers are more inclined to travel in a large radius distance. Therefore, we can assume H5a, H5b, H5c, and H5d are supported.
Table 7 Test results of total moderating effect
Hypothesis Path Standardized path coefficient β P-Value t-Value Result
H5a Comprehensive leisure environment → Urban area ‒0.385 0.000*** ‒8.15 Significant negative effect
H5b Comprehensive leisure environment → Province area ‒0.099 0.035* ‒2.103 Significant negative effect
H5c t Comprehensive leisure environmen → National area 0.401 0.000*** 8.429 Significant positive effect
H5d Comprehensive leisure environment → Overseas 0.415 0.000*** 8.753 Significant positive effect

Note: Significance levels: *means 0.01<P<0.05, and *** means P<0.001.

4 Discussion and prospects

4.1 Skiers’ skill level affects the travel radius

The model results show two main aspects of the relationship between skill level and travel radius. 1) The skier’s skill level had a significant negative impact on small-radius travel (“urban area”, “province area”), indicating that skiers with a lower skill level tend to travel a shorter distance, and their acceptable travel radius is smaller. When cities of residence have ski conditions, they will be more likely to enjoy the neighborhood ski options. 2) The skier’s skill level had a significant positive impact on long-distance travel (“national area”, overseas), indicating that the higher the skill level of skiers, the more inclined to long-distance travel, and the greater the acceptable travel radius. Both the small radius and the large radius travel distances prove that there is an impact of skill level on travel radius, that is, the improvement of the skill level will cause an increase in the travel radius, thereby realizing the expansion of the consumer market space. This result not only verifies that China’s skiers are more resistant to the cost of long-distance travel when their skill level improves, but also reflects their desire for “far” from another aspect. With the improvement of skill level, skiing has gradually become a stable and serious leisure tourism activity, and the willingness to travel far is particularly strong. This may be due to the high willingness of ski consumers to take risks and the need to experience new things, and also related to obtaining a higher level of satisfaction in skiing activities (Richards, 1996), which means that skilled consumers are more likely to actively search for far destinations and the destination marketing perceived opportunity is significantly higher. By offering challenges for high-skill skiers, the ski leisure satisfaction value is far higher than the long-distance travel comprehensive cost.

4.2 The comprehensive leisure environment has a moderating effect on the impact of skiers’ skill level on travel radius

The moderating effect of the comprehensive leisure environment. 1) In small radius (“urban area”, “province area”) travel, the ski comprehensive leisure environment has a significant negative moderating effect, and the negative moderating effect on “urban area” is stronger than that on “province area”. The results show that with the improvement and optimization of the comprehensive leisure environment, the low skill level skiers are likely to accept a larger radius of travel, especially for promoting the “urban” travel radius expansion, which is more obvious. In promoting the original small radius and low skill level of ski travelers to adopt the large spatial scale radius travel, the lower the skill level of the skiers, the greater the improvement in the radius expansion effect. This means that for low-skill travel groups, the comprehensive leisure environment can offset the travel constraints caused by skill to a large extent, but this promotion is still limited to a certain spatial distance, such as the transition from urban to provincial. 2) Regarding the role of skill level in large radius travel (“national area”, overseas), the comprehensive leisure environment plays a significant positive moderating role, and overseas is stronger than the “national area” radius. This shows that the more optimized the comprehensive leisure environment, the more skilled skiers will increase their travel radius, and the the promotion effect will be stronger for skiers with higher skills. This means that in terms of distance constraints across the “national area”, the positive effect of the comprehensive leisure environment is variable due to differences in skill levels. High-skill skiers have a higher motivation to break through the constraints, which means the comprehensive leisure environment that is improved will bring even higher satisfaction to high-skill groups. On the whole, the model results further verify that the optimization of the comprehensive leisure environment can significantly promote the expansion of the tourists’ source space. Furthermore, in terms of the intensity of the impact, the impacts on high-skill and low-skill consumers are stronger than the impact on middle-skill consumers.
The sub-moderating effect of the snow sports environment. 1) It has a significant negative moderating effect on the skier’s skill level in the small travel radius (“urban area”), while the moderating effect on the “province area” radius is not obvious. The results show that the more optimized the ski resort sports environment, the more it plays a significant role in the small radius travel, that is, the improvement of the ski resort sports environment has a significant effect on the transformation of the original “urban” travel radius and motivates low skill level skiers to adopt large radius spatial scale travel. 2) The ski resort sports environment plays a significant positive role in moderating skiers' skill level in large-radius travel (“national area”, overseas), and the significance of overseas (P<0.001) is stronger than that of “national” (0.01<P<0.05). It maintains a high consistency with the impact of the comprehensive leisure environment, indicating that the impact of the ski resort sports environment will further promote the transformation of the original large-radius and high-skill skiers to a larger-radius spatial scale, and for the high skill level of skiers and the larger the original travel radius, the stronger the effect of the travel radius expansion. It is worth noting that in the ski resort sports environmental indicators, the impact of trail is significantly lower than those of the other items. It can be seen that under the conditions of China’s ski consumers skill level (which is generally low), there is a certain degree of difference between the ski markets in China and the West. Compared with the trail, consumers place more focus on the facilities and comprehensive services in the ski resort.
The moderating role of the regional cultural tourism environment. 1) The regional cultural tourism environment plays a significant negative role in moderating the skier’s skill level in small-radius travel (“urban area”), and the moderating effects are also limited in the “province area”. This shows that the optimization of the regional cultural tourism environment will significantly encourage low skill level and small travel radius skiers to choose large-radius travel. 2) The regional cultural tourism environment plays a significant positive role in moderating the skill level in large-radius travel (“national area”, overseas). This indicates that the more optimized the regional cultural tourism environment, the more it will further promote the transformation of the original large-radius and high-skill skiers to a larger-radius spatial scale. However, the significant moderating effect of the “national area” (P<0.001) is stronger than that of overseas (0.01<P<0.05). There is a difference in the influence of the ski resort sports environment between the two sub-environments, which have different moderating effects on the skier’s travel radius. High-skill consumers go to overseas areas and pay more attention to the snow sports environment, while the cultural tourism environment can better attract consumers to carry out leisure tourism activities in domestic situations. Relatively speaking, the improvement of the regional cultural tourism environment has a stronger effect on expanding the domestic consumer market, and improving the ski resort environment is more significant for the expansion of cross-border skiing travel.

4.3 Research prospects

The results have good significance for helping us to understand and expand the source market of ski tourism and to further promote the development of the ski industry. Combining the comprehensive characteristics of China’s ski tourism market, promoting the ski industry development not only needs to consider the ski facilities and leisure environment, but another priority is to cultivate the different ski consumer groups—specifically, the overall promotion of skiing skill. In addition, under the condition of not considering the impact of the Covid-19 outbreak, with China’s overall economy and the improvement of income level, the proportion of outbound travel increased obviously. Therefore, the improvement of skill level may further lead to the loss of some consumers overseas, so there is a greater need for us to work hard on the domestic leisure cultural travel environmental aspects to encourage more consumers to remain in the motherland. Regardless of the circumstances of Covid-19, short-term limited development of inbound tourism market conditions, or the future of long-term tourism development, China’s ski tourism market should focus more attention on the domestic market and the nearby southeast Asian market development. Compared to the ski resort sports environment, more attention should be paid to improving the regional cultural tourism environment. However, the measurement of factors affecting our ski consumers’ decision-making can be further improved. For example, in the future, the measurement of the health environment and safety measure factors can be further considered. In addition, further exploration of the intermediary variables in the influence of skill level may be more helpful for our understanding of consumer decision-making.

5 Conclusions and suggestions

This paper proposes a model of the influence of skill level on travel distance, and from the perspective of skill consumption, it explores the mechanism of the influence of the skiers’ skill level on travel radius. This study divides travel radius into four levels referring to administrative divisions. First, the relationship between skill level and the different travel distance behavioral decisions was verified, as well as the positive effect on expanding the source market. On the basis of relevant domestic and foreign research, combined with consumer characteristics, we then explored the relationship between skill level and the ski resort comprehensive environment. We comprehensively considered our skiers skill level from the ski age, trail level and average annual skiing time, which is well in line with China’s consumer market characteristics. At the same time, we added the regional comprehensive environmental elements, and this approach verified that both the ski resort internal sports environment and the regional cultural tourism environment have significant moderating effects. Compared with improving the ski trail conditions, ski resort facilities, coaches, parent-child services, other activities and the regional cultural tourism environment play a more important role in expanding the source market and attracting consumers. What needs further attention is that since the skill level has a significant positive effect on cross-country tourism, in the future, while improving our consumers ski level, we should actively prevent the loss of consumers overseas, and enhance the domestic ski destination attractiveness through relevant moderating factors.
This paper studies the relationship between consumer skiing skills and travel radius, as well as the moderating effect of the ski resort’s comprehensive leisure environment. While discussing the travel characteristics of ski consumers, it also aims to provide effective research support for the development of the ski industry. Theoretically, for each ski destination, the customer source opportunities are equal under different spatial ranges. However, because of the different development positioning (for example, some ski resorts set the customer source market as “urban area” or “provincial area” small radius service, while some are committed to be international ski resorts, etc.), the advantages and disadvantages of operation strategies, etc., lead to different customer source market service radius situations. For the long-term development, ski destinations should do market research in advance, and focus on the current status of consumers’ skiing skill and skiers’ skiing skill in different spatial scale source markets, so as to provide a basis for the development of the source market and the formulation of differentiated marketing plans. The optimization of the ski resort’s comprehensive leisure environment can overcome the limitations of travel radius caused by the disadvantage of consumers’ current skill level to a certain extent. The ski resort’s comprehensive leisure environment not only includes the internal ski resort sports environment (such as ski trial conditions, ski facilities, coaching services, other entertainment activities, Parent-child services, etc.), but it also includes the cultural tourism environment of the region where the ski resort is located (such as regional other tourist attractions or projects, accommodation conditions, shopping conditions, transportation conditions, etc.). Therefore, when planning ski resort development, developers should focus on the ski resort sports environment, making ski products and services match its development orientation and the market demand, but they also should pay attention to the building of ski resort cultural tourism environment by cooperating with the local government and community residents. With the local government leading and community residents participating, Ice and Snow tourism destinations should build a quality cultural tourism environment with local characteristics. This approach will maintain the competitive advantage and the source market advantage of China’s ice and snow tourism products, and constantly expand China’s source market.

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