Investigation And Research On Destination Image Of Sports Tourism In Sanya

Being the largest industry of the world, tourism plays an important role in the socio-economic development. The tourism destination image is one of the most key factors to attract tourists, which not only affects the subjective perception of the destination for visitors, but also affects their subsequent action and destination decision-making. Sports tourism is an important part of tourism. At present, annual income of sports tourism and sports consumption accounted for10%of total tourist income in Hainan. The development of sports tourism is inseparable from the support of national policy. In December2009, the"Opinions on Propelling Construction of Hainan as an International Tourism Destination" was released by the State Council, marking the construction of Hainan international tourism destination to be upgraded as a national strategy. Sanya is a top priority of the tourism industry in Hainan, so it is to research on the Sanya’s sports tourism destination image, which is in accordance with the need of social and economic development of Sanya.The paper use literature review, expert visiting, field visits, questionnaires and statistical analysis and other research methods. The full text is divided into eight chapters. Chapter one is the introduction, it provides the background, aim and significance, object and methods of the article research, theoretical basis of the research. Chapter two is the literature review. It summarizes the main research on sports tourism, tourism destination, destination marketing, and destination image and so on. Chapter three is the analysis of Sanya’s tourism destination image. It analyses the visibility, reputation, recognition. Chapter four is the analysis of Sanya’s sports tourism destination image. It is combined with the tourism destination image to carry on the contrast analysis. Chapter five is the analysis of Sanya’s sports tourism information channel and project selection. Chapter six is the conclusion and suggestion.Conclusion:Sanya’s Tourism has very high profile, high reputation and recognition. It can be considered as a tourism destination, which has good reputation, is a hot tourist, and is high probabilities to choose for tourists. Sports tourism is less well-known in Sanya, but it has higher reputation and recognition. Through the comparative analysis, it can be considered Sanya as a sports tourism destination, which still needs to improve visibility. The analysis of tourist satisfaction of sports tourism destination shows that tourists are satisfied with sports tourism resources, food, accommodation, transportation, public opinion and propaganda, but the infrastructure of sports tourism, the professional level of the staff of sports tourism, the service quality of other general staff, security measures, and the level of consumer prices, are need to improve.The access to sports tourism information of Sanya is mainly by internet, television, newspapers, magazines and other traditional media. The project selection of sports tourism in Sanya is mainly for diving, swimming and other water sports and golf.Suggestion:In the aspect of sports tourism image, it should set up a special logo and slogan. In the aspect of sports tourism information communication, it should make full use of network platform for promotion. In the development of sports tourism resources, it should increase the development and investment of water sports tourism project. In the hardware and software construction of sports tourism, it should strengthen the sports tourism infrastructure construction, ensure the security measures, and improve the professional level of staff.