This study explores how attitudes, subjective norms, and perceived behavioural control influence behavioural intention, using the experiential characteristics of winter sports through the lens of the theory of planned behaviour. Data from n = 2500 respondents were collected using an online survey. The dataset was split into three random sets to 1) explore experience dimensions using principal component analysis, 2) validate the experience dimensions and test the model by means of structural equation modelling, and 3) re-validate the structural model across different groups of winter sport participants based on their length of practising winter sports using multi-group analysis. Two core experience dimensions for winter sports tourists and participants were retrieved: Exploratory learning and Recreational pleasure. The results found a significant positive relationship between experiences, subjective norms, and intentions. Significant differences were identified between all three groups of winter sport participants, though the effects and their directions remained stable. Thus, destinations should create experiences that blend these dimensions for different levels of winter sport participants.
Hallmann et al. (Wed,) studied this question.