Abstract: Accurately identifying the sports service demands of the elderly is the key to alleviate the contradiction between supply and demand of sports services for the elderly. Based on a survey on the sports service demands of 2153 elderly people in 14 cities and prefectures in Hunan province. the demand level and priority satisfaction sequence of sports services of all kinds of elderly people were analyzed through the Attractive Quality Theory and Kano model, The results show that the 23 sports services for the elderly are divided into 7 essential elements, 4 one-dimensional elements, 10 attractive elements and 5 irrelevant elements. Therefore, in order to better meet the old people's demands for sports services, we should improve the government investment mechanism to expand the supply of sports services for the elderly; guide the participation of the social forces to improve the quality of sports service supply for the elderly; attach importance to community micro governance to promote the shift of the center of sports management for the elderly from top to bottom; and innovate the supply pattern to improve the utilization efficiency of sports service resources.

Key words: Attractive Quality Theory, Kano model, elderly people, sports service, demand level