Driving the Chinese winter downhill ski-ing market through the 2022 Beijing winter Olympics

On the evening of February 4, 2022, the world's attention will focus on Beijing, and the world will enter the "Beijing Winter Olympics time". This makes the "Winter Olympics economy" also a hot word. China also hopes to influence more people to ski through the Winter Olympics and has launched major measures to drive many funds into the field of ice and snow and develop the ice and snow economy. However, large-scale population studies have yet to demonstrate the effect of the Winter Olympics on people's willingness to ski. This study aimed to investigate the impact of the 2022 Beijing Winter Olympics on people's willingness to ski. In doing so, using quantitative research methods, and reviewing the relevant literature on consumer behavior and sports business, taking into account that the current society is in the midst of the Covid-19 pandemic virus, which has largely affected people's lives and may also change Consumer behavior, there-fore, review the literature on the impact of COVID-19 on psychological factors in consumer behavior. An online questionnaire was used to survey 123 people of different backgrounds, and the hypotheses pro-posed in this study were tested using SPSS software, including linear regression analysis, independent samples T-test, and one-way ANOVA. The results show that the 2022 Beijing Winter Olympics have no substantial impact on the willingness to ski of people from different backgrounds, but there are significant differences among the people who have watched the Beijing Winter Olympics. It is concluded that the 2022 Beijing Winter Olympics can Increase the willingness to ski of the people who have watched the competition, while the effect on the people who have not watched the competition is not obvious. Finally, some suggestions for future research are made. future research should focus on researching a comprehensive survey of sports consumers at the micro-level, studying how to receive information from the direct environment, how to learn, memorize and store this information, analyze how they form and change individuals' attitudes towards products and themselves, conduct market segmentation, and tar-get specific groups of people to participate in skiing