SWOT Analysis Of The Development Of Weifang Folk Custom Sports Culture Tourism

In recent years,with the globalization of economy and the internationalization of sports,modern western sports have been deeply imprinted in every corner of society and gradually become the mainstream in people's daily life.Affected by this,those folk sports cultures with a long history scattered around the people are gradually marginalized and facing a crisis of survival.Culture is the soul of a country and a nation.Folk sports,as a form of expression of sports,is widely distributed in the lives of the people.It is an important part of the mass sports in China,and at the same time it is related to the economic life and customs of all ethnic groups in China.The habits are closely linked,and they contain rich national colors and folk culture,which highlights the wisdom and profound cultural heritage of our people and is a symbol of our traditional history and culture.For example,the Weifang International Kite Festival held annually in Weifang,Shandong Province is to give full play to the historical accumulation of its own folk sports culture.The inheritance of folk sports culture is not only an important path to promote sports power in the new era,but also an important way to realize the confidence of Chinese culture.This paper makes a thorough understanding of the historical origin,current situation and the path of tourism development of Weifang folk sports culture through the method of documentation;conducts a survey on the geographical location of Weifang tourism resources,facilities and environment of tourist attractions,tourists and citizens on the current situation of local folk sports culture through the methods of field investigation,expert interview and questionnaire survey;and conducts a SWOT analysis and a survey on the current situation of Weifang folk sports culture.The successful cases of the International Kite Festival summarize the feasibility of the development of Weifang folk sports culture tourism,and draw the following conclusions:(1)Weifang has rich and diverse folk sports culture tourism monoliths and exploitable cultural tourism resources.At present,101 scenic spots have been developed and 232 national non-heritage projects have been applied for,42 of whichare folk custom,folk sports and folk dance,accounting for about one fifth of the total.However,the development of various regions is not balanced.Shouguang City is the largest tourism unit of folk sports culture,followed by Qingzhou City and Anqiu City.Fangzi District and Hantang Ting District are less developed in folk sports activities.(2)The construction and development of airports,high-speed railways,ports and other important transportation hubs;the healthy and stable development trend of tourism market and the government's strong support and financial input not only promote the overall development of Weifang's tourism industry,but also provide a basis for further development of Weifang's folk sports and cultural tourism,and increase the development advantages of Weifang's folk sports and cultural tourism monomer.(3)At present,the degree of tourists participating in Weifang folk sports tourism is generally high,and the majority of the participants are the elderly,which puts forward new requirements for the development of Weifang folk sports culture tourism.(4)Weifang's international city tourism brand is well known.The annual International Kite Fair,International Vegetable Fair,Changle Gem Festival,Qingzhou Flower Fair,Gaomi Red Sorghum Art Festival and other activities have had a wide impact in the country.On this basis,the government invests a large amount of money every year to further tap the cultural heritage of Weifang,vigorously develop the rural tourism industry in Weifang,and improve the tourism popularity and economic level of Weifang.(5)There are three threats to the development of folk sports culture tourism in Weifang.First,the threat of folk sports culture tourism market.Secondly,the threat of modern western sports to our folk sports.Third,the competitive threat of other tourism product development in the region.(6)At the present stage,the main ways for tourists to understand Weifang folk sports tourism are TV,radio and internet;the majority of tourists take sports fitness and leisure vacation as their travel purposes;most tourists will choose to arrange themselves,and most of them will choose to participate in folk sports tourism at other times than statutory holidays,weekends,winter and summer holidays.The number of folk sports and cultural tourism choices in the year is mostly below 3 times.Understanding the way and purpose of tourists' travel can help organize,arrange and publicize folk sports and cultural tourism.(7)The Weifang International Kite Festival is the most successful example of the development of Weifang folk sports culture tourism.It has formed a development model of folk sports culture with international characteristics.The development of other folk sports culture needs to be based on this experience and combined with its own characteristics to innovate.