Research on the Demand of Public Sports Service for Rural Elderly Based on Attractive Quality Theory

Studying the demand of public sports service for rural elderly is the foundation and key to realize the effective supply of rural elderly public sports service, promote sports participation of rural elderly and promote the healthy aging of rural areas. Based on the Attractive Quality Theory, this paper analyzed the demand level, expectation and dependence of rural elderly public sports service and the influencing factors of demand by using the research methods of questionnaire survey, logistic regression and logical analysis, and put forward some strategic suggestions to meet the demand. Research shows: The demand level of rural elderly public sports services is generally low. The expectation of rural elderly public sports service demand is greater than dependence, and most of the demand is wants rather than needs for both the overall and individual services. Rural elderly with low age, low income level,better health condition and regular physical exercise have higher demand for public sports services. In order to meet the demands of rural elderly public sports services, this paper put forward specific strategies from three aspects: establish goals and development ideas, rationally arrange service contents according to actual needs, and establish demand expression mechanism.