An Analysis of Chinese Intent to Visit Ski Resort by Using Extended Theory of Planned Behavior

The purpose of this study was to analyze the intention of Chinese visitors to visit a ski resort. Data were c ollected f rom 320 v isitors b y u sing an online survey p latform, a nd 3 08 s amples were u sed f or analysis. Statistical techniques for data analyses included frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling using SPSS 26.0 and AMOS 26.0. The results of this study are as follows: First, behavioral attitude towards visiting a ski resort positively influences the intention to visit. Second, subjective norms related to visiting ski resorts also have a positive effect on the intention to visit. Third, perceived behavioral control of ski resort visits positively impacts visit intention. Finally, prior knowledge of visiting a ski resort has a positive effect on the intention to visit. Based on these findings, we provide practical recommendations for ski resort operations in the Post COVID-19 Era.