| With the improvement of people’s living standards, increasing disposable income and leisure time, the traditional tourism has been unable to meet the ever-increasing tourist demand for travel, especially when it comes to entertaining and highly participatory sports tourism. Yangzhou as a "city for visit", in this period, Yangzhou City has under taken a number of sports tourism project, but the local government’s emphasis on sports tourism is not high enough. Based on SWOT theory and combining a variety of research methods to the development of sports tourism in Yangzhou City,we provide a more reasonable proposal, not only to guide the region according to their geographical advantages and market demand to develop sports tourism,but also provide other cities of the same type Sports Tourism to reference to.In this paper, using literature data, SWOT analysis, expert interviews, questionnaire and mathematical statistics,based on a well-known Yangzhou City sports tourism for a more systematic and comprehensive understanding, and according to the survey interviews Yangzhou City Sports Tourism deeper analysis, research, Yangzhou, four aspects of the development of sports tourism, namely:development advantages, the development of weaknesses, opportunities and challenges, and make recommendations for the development of sports tourism in Yangzhou City on this basis.The main results shows that:(1)The existence of different types of tourists, Yangzhou understanding the significance of sports tourism, different from the attitude of sports tourism, sports tourism demand for professional guidance has some differences;(2) Understanding of different age groups of tourists, Yangzhou, sports tourism is no difference in the attitude of sports tourism is no different. But the difference between the professional guidance of sports tourism demand is very significant.(3)The potential of Yangzhou, different cultural groups of tourists travel to understand the potential of sports are something different, there is a highly significant difference in the attitude of sports tourism,the general trend shows that the demand for sports tourism professional guidance has some differences;(4)Yangzhou tourists attitude of sports tourism is presented tend to be interested.Tourists travel to participate in sports and more control in two days time range, the time period to participate more in the usual leisure time, consumption levels in middle-grade level, the purpose of participating in the most important sports tourism is "to regulate mood, return to nature" and" enhance physical fitness, exercise," the most important factor affecting participation in sports tourism is the time and the economy.The main conclusions are as follows:(1) Yangzhou City has the advantage of natural resources, convenient transportation and abundant source markets to develop sports tourism. The abundant water resources convenient transportation and plenty of the city’ are an important guarantee for the development of sports tourism;(2) Tourists on sports tourism and sports tourism in Yangzhou City of existing attractions and events is mainly due to lack of understanding of the existing sports tourism attractions and project development promotion is not in place. Meanwhile, lack of sports tourism professionals and product system is not perfect but also the development of sports tourism in Yangzhou City disadvantage;(3) Leading overall policy on the planning, participation in sports active lifestyle appears Jianzhen International Half Marathon brand sports tourists and potential itself has brought opportunities for the development of sports tourism in Yangzhou City;(4) Yangzhou municipal government for the development of sports tourism seriously enough, while the problems facing competitive pressures and the mature sports tourism to urbanization, which are a threat to the development of sports tourism in Yangzhou City. |
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