Research On The Competitiveness Of Sports Tourism Destinations In Shandong Province

As an emerging industry,sports tourism,although it started late in China,has huge development potential.Under the trend of increasingly fierce competition in the global sports tourism market,how to improve the competitiveness of China's sports tourism destinations has become a major problem in reality.Unfortunately,so far,China's academia has not yet had a systematic and scientific sports tourism destination competitiveness evaluation system to guide the development of China's sports tourism.Based on this,this research uses the Crouch and Ritchie destination competitiveness models as the theoretical analysis framework,and uses the literature data method,expert interview method and mathematical statistics method to establish a sports tourism destination competitiveness evaluation system.In the above,a more in-depth empirical study on the competitiveness of sports tourism destinations in Shandong Province was conducted.The main conclusions are as follows:Firstly,based on the Crouch&Ritchie model and Dwyer&Kim model,this paper studies the competitiveness of sports tourism destinations,and considers that resource factors,support factors,management factors,scenario factors and demand factors all act together on the competitiveness of sports tourism destinations.Of resources is the basis of sports tourism destination competitiveness,support factor is the main driver of sports tourism destination competitiveness,management factors to guide the direction of the sports tourism destination competitiveness,scene elements is uncertain factors of sports tourism destination competitiveness and the premise of sports tourism destination competitiveness factors of demand.Secondly,according to the construction principle of the competitiveness index system of sports tourism destinations,through interviews and questionnaires with experts,the competitiveness index system of sports tourism destinations is finally established,which is composed of 5 second-level indicators and 22 third-level indicators.Thirdly,the analysis of sports tourism in shandong province shows that shandong province is rich in sports tourism resources,and the total amount is large,the types are many,the available value is high.However,at present,the development of breadth and depth is not high,resulting in a single sports tourism products,serious homogeneity;The scale of sports tourism is large but not strong.The development direction is consistent with the needs of tourists.The location advantage is obvious,the sports atmosphere is strong,the sports tourism development environment is good;The internal management of sports tourism organizations is chaotic and nospecific marketing strategy has been made for sports tourism.Sports tourism service quality is high,infrastructure construction is accelerated,the concentration of sports-related enterprises in the region is obvious gap,sports tourism professional talent gap.Fourth,according to the problems existing in the development of sports tourism in shandong province,this paper proposes ways to improve the competitiveness of sports tourism destinations in shandong province from the following five aspects: Strengthen sports tourism marketing efforts,focus on sports characteristics;To promote the reform of sports tourism management system and optimize the internal structure of the organization;Strengthen the training of sports tourism professionals to improve the quality of service;We will fully implement the development strategy of region-wide tourism and promote the agglomeration of related industries.