Ski enthusiasts are a unique group of travelers whom many travel businesses and destinations market to. Drawing on a means-end chain analytical perspective, this study explores the main factors affecting the destination choice of ski tourism enthusiasts. Three levels of main factors, including destination attribute, experience consequence, and personal value, were first explored via a soft laddering interview (N = 28), followed by a questionnaire survey (N = 339). The results show that ski resort conditions (e.g., quality of ski tracks and snow quality) are the most important attribute of the destination for ski enthusiasts, with the strongest influence on their experience sequence. In addition to the value needs of positive emotion and self-adjustment, ski tourism enthusiasts also show a strong need for self-development. This result has important guiding significance for the formulation of ski tourism destination marketing strategy.
Keywords: influencing factors; means-end chain; ski tourism destination; ski tourism enthusiasts; tourism destination choice.
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