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The purpose of this study was to examine the push (i.e., socio-motivation) and pull (i.e., ski resort attribute preference) factors influencing the level of participation of leisure skiing in China. Leisure skiers ( N = 300) from a major ski resort in China participated in this study. Based on a comprehensive review of the literature and a test of content validity, a survey questionnaire was formulated to measure push and pull variables, demographic information, and ski resort participation frequency. Conducting multiple regression analyses to discover the relationship between push factors and skiing frequency, the escape factor was found to be influencing the skiing frequency most significantly ( p &lt; .05). Four pull factors including sceneries, condition of slopes and snow, training course feature, and cost showed different demand when the demographic backgrounds of participants were taken into consideration (i.e., gender, age, skiing frequency). Discussions are centered on the theoretical and managerial implications on procedures of pushing and pulling consumers to ski resorts at large and increasing skiing participation in China.

Push and Pull Factors Influencing the Winter Sport Tourists in China: The Case of Leisure Skiers