| Sport tourism is a higher level of consumption that appears as tourism is developed, and with the precondition that people's basic material consumptions have been fully fulfilled. Its development origins from human being's social needs, which develop purposefully to meet people's spiritual, psychological and social communicative needs. The activities of sport tourism expand the goal of exercises from the biological needs to an integrated level mixing ways of life, ways of thinking, values, psychology, fitness, science and culture together. It is becoming a new tourist interest and an increasing point of national economy.Currently, the studies of sport tourism are mainly carried out in four aspects: (1) theoretical study, the layout of sport tourism specialty and the personnel training; (2) market consumption and developmental study; (3) applied studies on the planning and exploitation of resources; (4) studies on ethical sport tourism. Although, these studies offer a multi-dimensional view of sport tourism, the findings are far from satisfactory. The problems are: lack of market research and the in-depth study on consumers; no research has been made from the consumer's angle. So investigating the influential factors of the consumers and non-consumers of sport tourism, the status of urban citizens' sport tourism consumptions in Shandong province, analyzing the current state of sport tourism consumption and investigating the its developmental trends and strategies will be of high theoretical and practical values in China.This research aims to define the concept of sport tourism and carry out a systematic study on the current state and developmental strategies of Shandong urban citizens' sport tourism. Some preliminary conclusions are made based on the large amount of literary materials and investigations:1. Sport tourism is a kind of social-cultural educational activity that people do with non-profit purpose in their leisure time, leaving their dwelling places temporarily, by dint of gymnastic means, with the goal of harmoniously developing fitness, enriching social culture, and establish relationships with tourist resorts, enterprises and society.2. The participation of sport tourism isn't correlated with consumers' gender, showing the equality of genders. In age, the participation percentage from 18-29 is increasing, the decreasing after 30; in education, the percentage increases from primary school to university, showing its positive correlate relation with Sport Tourism.3. There are professional variations in the participators of Sport Tourism in Shandong, of whom university students, marketing and managing personnel and workers make up a large part; lay-off workers, PLA men and service personnel have a lower percentage. Income is positive correlate to Sport Tourism.4. Family activities are the main form of Sport Tourism in Shandong, most of which are workers' families, then 3-person families.5. In the participation of Sport Tourism in Shandong, the frequency is 1-2 times per year, on holidays such as Labor Day and National Day, lasting 2-3 day, hotels chosen are of middle-lower grade, the average expenses are lower than 2000 Yuan.6. Most of Shandong urban citizens' Sport Tourism consumptions are for entertainments, leisure, developing life quality and experiencing culture and history. This shows the influence of culture in Sport Tourism.7. Doing factors analysis for Shandong urban citizens sport tourismconsumption, this research has found eight influential factors: Consumer, management, marketing, circumstance, value, safety and developmental factors. Consumer factor is the most influential one, including: income, leisure time, education, and healthy condition. Human being plays a subjective role in sport tourism.8. Factors offering potential development chances are: the growing increase of economy of Shandong province, the increase of leisure time, the enlarging of sport population, the optimizing need/consumption structures, and Qingda... |
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