Research On The Evaluation And Branding Development Path Of Sports Tourism Resources In Jining

With the continuous development of social economy,tourists tend to chase even more different diversified ways of traveling and experiencing diversified culture,environment and folk-customs.With the improvement of material life,higher requirements has been put forward for tourism destinations in terms of spiritual construction and physical training.Therefore,as one of the emerging industries,sports tourism,relying on the development of traditional sports and tourism,is transforming from static sightseeing to dynamic experience and from simple entertainment to leisure vacation.Sports tourism itself has the characteristics of high participation and strong experience,which is not only different from simple sightseeing tourism and traditional sports,but also assimilates sports into tourism,increasing tourists' interest in sports tourism products.In recent years,Jining sports tourism has achieved rapid and good development,and "eastern culture and western culture,southern waters and northern mountains" has gradually emerged in space.However,the lack of innovation and shaping of sports tourism brand has become an important restrictive factor for the development of Jining sports tourism.This paper is divided into six chapters,mainly focusing on the research of Jining sports tourism resources evaluation and sports tourism brand development.The first two charpters talks about the research for the research status analysis,the concept definition and the sports tourism resources classification;the third chapter is the evaluation of sports tourism resources,based on that the investigation and analysis of Jining sports tourism tourist source status can be carried out.The fourth chapter,comprehensively analysis Jining sports tourism resources branding conditions based on Jining sports tourism resources evaluation current situation and customer status;The fifth chapter put forward feasible and effective solutions,Jining city as an important destination of sports tourism,sports tourism product brand development;In chapter Six,the paper summarizes the research results and thinks about the sustainable development of Jining sports tourism.Main research conclusions of sports tourism resources evaluation :(1)in terms of spatial distribution of sports tourism resources,the distribution is uneven,that eastern area has more resources than western area;In terms of the distribution of urban and rural areas,sports tourism resources are more distributed in urban areas,but less in regions far from urban areas;In terms of themorphologic region,the sports tourism resources in mountainous areas are more widely distributed than those in plain areas;In terms of linear distribution,sports tourism resources are mainly distributed along rivers and lakes.(2)Jining city are rich in sports tourism resources,which distributed many different kinds such as mountains,waters,folk customer sports,sports venues(developing bases)and national fitness,study etc.Each county has its own advantages and differences in such aspects as diversity,quantity,development cycle.(3)The source market of sports tourism is mainly reflected in the following two aspects in the demographic sociology questionnaire: in terms of gender ratio and age,male tourists are more than female,and most of them are between 16 and 45 years old.In terms of career composition,the distribution of business personnel,scientific and educational personnel,students and enterprise employees is relatively large.According to the questionnaire statistics,sports tourism flow is divided into two parts: non-provincial tourists,concentrated in Henan,Jiangsu,Beijing,Shanghai,Anhui,Hebei and other six provinces,which are greatly affected by the geographical location of Jining city and the construction of tourism channel.In addition to the phenomenon of "Jining people traveling in Jining"(the largest proportion),the tourist sources of other cities are mainly from Linyi,Jinan,Rizhao and Qingdao.The reasons are greatly influenced by the tourism channel and the demand for sports culture.According to the survey results of tourists' participation in activities,tourists are more motivated to participate in sports tourism during the statutory holidays and winter and summer holidays.Information acquisition mainly comes from travel agency recommendation,introduction by colleagues and friends,Internet and other channels.The number of tourists who obtain information through print media and traditional audio and video media is small.Jining sports tourism consumption is at a low level,the consumer goods mainly at middle and low level,less high level and branding product,sports tourism brand promotion has become a necessary condition for the development of sports tourism.The development path of Jining branding sports tourism resources : standardizing sports tourism market and scientifically marketing sports tourism products;To coordinate the resources of sports tourism and formulate the development plan of sports tourism;Innovating sports tourism products and improving sports tourism brand image;Strengthen regional cooperation and combination to create the sports tourism route;Train sports tourism talents and improve the quality of tourism management and service;Play the leading role of the government to ensure the scientific development of sports tourism;Strengthen the promotion of festival products and fully exploit the benefits of sports tourism.