Abstract: Urban residents’ sports culture consumption is viewed as a dynamic process. The sports culture consumption trend of urban residents in Shanxi Province is discussed herein by using the methods of literature reviews, questionnaire, interview, logical analysis and mathematical statistics on the basis of analysis on its environment. The result shows that the overall trend of sports culture consumption is transforming towards a more active, diversified and spiritual mode. Consumption demand demonstrates otherness and hierarchy with obvious rational characteristics. The consumption ages tilt to the young and middle aged with ever increasing ratio of the elderly group. The consumption structure has been upgraded with consumption areas becoming more extended and expanded. Sports tourism indicates the tendency of micro-tourism with green, healthy and environmentally-friendly features. Air travel has shown its potential demand and expected consumption demand will be more diversified, complicated and upscale.

Key words: sports culture consumption, new trend, urban residents, Shanxi Province