THE IMPACT OF DIGITAL ENGAGEMENT, PERCEIVED VALUE, AND EXPERIENCE EVENT ON CONSUMER ATTENTION IN HARBIN’S ICE AND SNOW SPORTS TOURISM

Resumen

This study focuses on the attention behavior of consumers in Harbin's ice and snow sports tourism, using quantitative research methods to construct a structural equation model that influences consumer attention behavior. It further examines the impact of digital participation, perceived value, and activity experiences on consumer attention behavior. This study used 240 questionnaires and statistical methods for processing and analysis.The study aims to achieve three objectives: 1. To investigate the current status of digital engagement, perceived value, and experience event among Harbin's ice and snow sports tourism consumers; 2. To analyze how these factors influence the attention behavior of Harbin's ice and snow sports tourism consumers; 3. To explore strategies for enhancing the attention behavior of Harbin's ice and snow tourism consumers. The research findings clearly demonstrate the significant impact of various factors on consumers 'attention behaviors in Harbin's ice and snow tourism. Regarding digital engagement, active interactions on digital platforms—such as online bookings, information inquiries, and sharing—play a crucial role in attracting consumer attention to Harbin's winter sports tourism. Perceived value also plays a vital role in shaping consumer behavior. The diverse ice and snow activities, high-quality facilities, and unique cultural experiences offered by Harbin's winter sports tourism significantly enhance perceived value. Experiential activities also demonstrate remarkable effectiveness in capturing attention. Harbin's rich ice and snow experiences, including skiing, ice sculpture viewing, and folk culture immersion programs, attract consumers through their diversity, entertainment value, and interactive nature, thereby extending their stay. This study provides a comprehensive analysis of the complex relationships among digital engagement, perceived value, experiential activities, and attention behavior. Quantitative analysis reveals that digital engagement significantly enhances both perceived value and experiential activities. Notably, perceived value itself positively influences both experiential activities and attention behavior. Experiential activities serve as a significant mediating factor between digital engagement and attention behavior, as well as between perceived value and attention behavior. The conceptual model developed in this study integrates key variables including digital engagement, perceived value, experiential activities, and attention behavior, clearly demonstrating their dynamic relationships. Validated through empirical data and focus group feedback, the model provides tourism enterprises and relevant departments with a strategic tool for comprehensively understanding consumer behavior.