Investigation And Analysis On Consuming Intention About Coastal Leisure Sports Of Urban Residents In Shandong Province

Coastal leisure sports is a rising kind of leisure sport style, withsailing and diving as its typical representatives.It has been developinga lot these years in Shandong Province. Because of its unique fascination,lots of urban residents are attracted to consume. The strategy of Shandonggovernment to develop coastal competitive sports also improve theconstruction of coastal leisure sports. The economic output value ofcoastal leisure sports now hold the important position of marine economyand tourism in Shandong Province. By using the methods of expert interviewand questionnaire sending out, the current consuming situation andintention of urban residents about participating in coastal leisuresports in Shandong Province is under investigation and analysis.According to the results of our investigation, increasing is theeconomic aggregate, and also the living level and consuming level ofresidents in Shandong Province. With these constant improvements whichcould be the hotbed for developing the coastal leisure sports,thesplendid future can be previewed. The intention of participating incoastal leisure sports consumption is stronger and stronger. Especiallyfor the inland urban residents, their passion and open attitude make themthe strong force to consume on coastal leisure sports potentially. As anew kind of leisure sports with great sport tourism potential and distinctcoastal town style, coastal leisure sports have lots of advantages otherleisure sport items do not have. As a tourism product, coastal leisuresports have already been the brand of the coastal cities and towns. Butthe publicity of coastal leisure sports for inland urban residents isrelatively lagging. Channels of propaganda do not play their roles nicely.The intention of inland urban residents to learn about coastal leisuresports is strong but a large number of these inland urban residents donot know about coastal leisure sports well which blocks the developmentof coastal leisure sports consume greatly. Bringing large internationaland internal sailing matches in Shandong Province play a positive role but only with limited effect. Participating consumption is the main typefor urban residents in Shandong Province to consume and needs for coastalleisure sport items of urban residents in Shandong Province is various.Economic factor is the main restriction for developing the coastal leisuresports consumption. The consuming level of urban residents in ShandongProvince is still at a low ground but it has great potential to rise.According to the result of the questionnaire, suggestions is givento promote the coastal leisure sports consumption.1. Increase the incomeand consumption of the urban residents is the basic for developing coastalleisure sports and its consumption.2. Publicity for coastal leisuresports and using all publicity channels well and fully is very important.The understanding for coastal leisure sports of urban residents inShandong Province should be enhanced.3. Guiding role of the governmentmust be fully played as to rule the development and the management of thecoastal leisure sports industry to make a good consuming circumstances.The brand of coastal leisure sports for inland cities and towns shouldbe created.4. Coastal leisure sports should be supported at the urbanplanning level. Unobstructed traffic network and convenientrestaurant,shopping center, hotel and view spot one-stop services shouldbe built to develop coastal tourism industry.5. Green channel for inlandurban residents is of great need as to make inland urban residentsparticipating and consuming in coastal leisure sports conveniently.6.The methods of pre-investment by government could be taken to provide afew chances of free experience.7. By training the kids and youngstersabout the coastal leisure sports skills, enlarge the population and thefoundation of the coastal leisure sports. The effect of the largeinternational and internal sailing match on leading residents consumingand spreading coastal leisure sports should be made.8. Propagate theculture of coastal leisure sports and make the culture accumulation inthe society.9. Promoting the developing of the coastal leisure sportsindustry should be at the policy level and develop the coastal leisuresports of inland and coastal area as a whole should be taken seriously.Coastal leisure sports has great potential and splendid developingtrend. In the future that can be foreseeable, as the development of the total output value of Shandong Province and richer and richer people get,coastal leisure sports will be accepted by more and more urban residentsof Shandong Province and become a good choice to improve the living qualityand taste. Population of coastal leisure sports will be a large numberin a few years and the culture of coastal leisure will be accumulated too.