Ski Sports Tourism Marketing Strategy Empirical Research

With sustainable and fast development of China's sports tourism, and after achieving historical record in 2010 Winter Olympic Games, there is a rising popularity in the skiing tourism, thus leading to more and more academic researches in this field. Scholars and researchers attach great importance to suggestions and advice of future skiing tourism development. This thesis, based on the theories and results of skiing sports tourism and introduced the development of some related theories after the literature review. Then, the empirical study was taken about Yabuli Skiing Center combined with high-end interview on skiing constrains. At last, the public policies is raised on how to develop marketing stategies and tactics based on the findings. This thesis consists of 6 chapters:Chapter 1 deals with the introduction of researches on the marketing stategies and tactics of skiing sports tourism development. It itentifies the definition of skiing tourism with comparing the relationships between sports, skiing and tourism.It includes the research background, significance of this topic, research procedures and the creativeness of this paper. Furthermore, the research content, methodologies, and the definition, characteristics, history and current situation of skiing tourism are also discussed within this chapter.Chapter 2 makes a literature review on the marketing strategies and tactics of skiing sports tourism from the following 3 perspectives:sports tourism related researches, skiing tourism, and marketing stategies and tatics of skiing sports tourism. After respectively reviewing and comparing the international and domestic research status quos, this chapter discussed the gap between the international and domestic research and the domestic future research foci.Chapter 3 studies the summarization of the former theories about skiing tourism constraints such as the hierarchical model of skiing constraints which are took for researches in skiing field. Another theory used in present academic researches are introduced:the marketing theory of 4Ps, which fits better with the situation discussed in this paper and thus adopted as a main theoretical guidance in marketing research.Chapter 4 presents the empirical study of skiing sports tourism on a demand basis. Questionnaires were distributed in a convenience-sampling way, and data were analyzed according to the methods presented. This part first introduces methodologies used in this paper to process the data, then it comes up with the research results and findings of this research.Chapter 5 suggests empirical study of skiing sports tourism on a supply basis.It focuses on the interviews of high level managers of skiing field and so gets a more systematic and comprehensive skiing constrains features to lead creative findings based on formal.Chapter 6 concludes the summarizaiton of marketing stategies and tactics of skiing sports tourism on both sides of demand and supply. This chapter then discussed marketing strategies of skiing sports tourism according the research findings, and finnally analyzes the limitations of this research and gives a further look into the future research fields.