The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”

Purpose The post-event utilization of the Winter Olympic legacy has been receiving increasing attention. As a symbolic venue of the Beijing 2022 Winter Olympics, “Snow Ruyi” provides a valuable case for exploring tourists' emotional and behavioral responses. This study aims to examine the effect of immersion on revisit intention through place attachment in the context of the “Snow Ruyi” ski jumping venue. It also investigates the differences among Generations X, Y and Z in these relationships. Design/methodology/approach We collected survey data from 433 visitors to the “Snow Ruyi” ski jumping venue. The questionnaire measured immersion, place attachment and revisit intention using established scales. We used structural equation modeling in AMOS to test the proposed relationships. We also conducted multi-group analysis to explore generational differences. Findings Immersion significantly enhances place attachment, which in turn positively influences revisit intention. Place attachment also mediates the relationship between immersion and revisit intention. Multi-group analysis showed no significant differences across Generations X, Y and Z in these relationships. Originality/value This study provides empirical evidence for the psychological mechanism underlying revisit intention in the Winter Olympic legacy context. It also shows that different generations respond similarly in their emotions and behaviors. These findings provide theoretical and practical insights for Winter Olympic legacy management in China and beyond.