Research On Evaluation And Optimization Of Sports Tourism Resources In Shandong Province

Sports tourism is an emerging tourism and consumption mode that combines sports and tourism.It is based on sports as the core resource and tourism as the means of consumption,which includes emerging industries in the fields of catering,hotels,transportation,shopping,education,culture,medical care and retirement.It has become an important means to satisfy the people's growing material and cultural needs,guarantee and improve people's livelihood,accelerate the reform of supply-side structure and improve the structure of industrial development.With all-for-one sports tourism becoming a national strategy,it has point out new goals and directions.Sports tourism in Shandong Province develops rapidly,but it is still in the initial stage.It faces many problems that restrict the sustainable development of it,such as uneven resource distribution of sports tourism resources,low fusion degree of related industries,incomplete industrial structure of sports tourism,unsound products system of sports tourism,unbalanced regional development and management.This paper adopts the methods of literature research,mathematical statistics,spatial analysis,expert interview,SWOT analysis,and PEST analysis to analyze the development environment of sports tourism in Shandong Province,comb the current development of sports tourism,evaluate sports tourism resources,locate the development direction,optimize the path and provide decision-making suggestions for the development of sports tourism in Shandong Province.The research findings are as follows:Firstly,the rapid development of sports tourism has become an important means to accelerate the integration of sports and related industries,accelerate the transformation and upgrading of the sports industry,promote the reform of the supply-side structure,satisfy people's happy life and enhance people's sense of acquisition.Secondly,Shandong sports tourism resources can be divided into four categories: natural tourism resources,cultural tourism resources,comprehensive tourism resources and sports tourism resources.Thirdly,the endowment of sports tourism resources in Shandong Province is quite different,and the distribution is extremely uneven with the spatial distribution characteristics of east high and low west.According to spatial analysis,it can be divided into four types: special rich type(Yantai,Qingdao and Weifang),middle rich type(Weihai,Jinan,Jining and Linyi),not rich type(Binzhou,Dongying,Zibo,Tai'an,Rizhao and Zaozhuang)and poor type(Dezhou,Liaocheng,Laiwu and Heze)Fourthly,the abundance of sports tourism resources in Shandong Province is quite different and the density of resource development is uneven.According to spatial analysis,it can be divided into four types: special rich type(Weihai),middle rich type(Qingdao,Zibo,Zaozhuang,Dongying,Yantai,Rizhao and Laiwu),not rich type(Jinan,Weifang,Jining,Tai'an and Binzhou)and poor type(Dezhou,Liaocheng,Linyi and Heze).Fifthly,Shandong Province should take scientific regional spatial planning,integrate sports tourism industry chains,coordinate the development of sports tourism elements,optimize sports tourism industry structure,improve sports tourism product quality,shape sports tourism regional image and improve network system of sports tourism to promote the health development of sports tourism in Shandong Province.