The Moderating Effect of Ski Influencer on Ski Tourism Intention

The 2022 Beijing Winter Olympic Games has made more people focus on skiing. How to promote the development of ski tourism is the focus of this study. This study explores the relationship between skiers’ motivation and tourism intention. Based on social learning theory, the moderating effect of attractive influencers on satisfaction and travel intentions was explored. The results show that perceived ski motivation and affective engagement positively impact perceived value. The perceived value affects tourism intention through satisfaction, and perceived value directly impacts satisfaction and tourism intention. The willingness of skiers to travel will change with the attraction of ski influencers. Furthermore, the study results provide recommendations for enhancing ski destinations and offer suggestions for improving marketing strategies.