Research On The Current Situation And Countermeasures Of Sports Tourism Development In Chengdu

With the continuous improvement of people’s income level and the increase of leisure time,the demand and quality requirements for tourism are gradually increasing,from the traditional sightseeing tourism to a more entertaining and involving recreational tourism.This transformation in demand provides a good opportunity for the development of sports tourism.To build Chengdu as a city of global culture and tourism,a world-renowned tour resort,a host city of international sports events,an international city of gourmet cuisine,an international city of music,and a host city of international exhibition,the six simultaneous three-year plans(2018 ～2020)have set up new requirements and goals for sports tourism,which therefore,highlights the value and significance of topics about the research on sports tourism development of Chengdu.In the meantime,it is utterly feasible and necessary for Chengdu to develop sports tourism.First of all,Chengdu has the advantages of geographical location,climate characteristics,forest and water body,and other natural conditions.Secondly,the relevant policies are strong,hence rapid growth of sports tourism-related economy.Last but not the least,the transformation of people’s demand for tourism and sports tourism have created social values.This paper uses the methods of literature review,questionnaire investigation,field survey,interviews with experts,mathematical statistics,comprehensive analysis,etc.in research on Chengdu’ sports tourism development and strategies.It studies the current situation,problems,opportunities and challenges in sports tourism of Chengdu,as well as its feasibility and necessity.Based on the study result,corresponding measures are put forward to provide theoretical references for policy design and formulation,planning,and system arrangement in order to further develop the sports tourism in Chengdu.The results are as follows:1)In recent years,the sports industry in Chengdu has maintained rapid growth and the industrial structure has been continuously optimized,which have effectively promoted the development of sports tourism in Chengdu.Although the sports tourism in Chengdu is still at its preliminary stage of development,the city plan to build Chengdu as a renowned city for sports events and tourism as well as the momentum of sports tourism in Chengdu provide a great opportunity and foundation for the development of sports tourism.Meanwhile,the development of sports tourism in Chengdu also faces many problems with management system,policy design,resource utilization,lack of sports tourism professionals and so on.2)The city plan has created a unique environment for developing the sports tourism in Chengdu.However,there are also challenges to rise to,such as institutional barriers,lack of accurate development orientation,insufficient supply of sports tourism products and others.Besides,the market-oriented operation in sports tourism as well as its spillover effect are not strong enough.The talent cultivation requires a more well-designed system.3)The advantages for development of sports tourism in Chengdu lie in the government policies,economic growth,good traffic conditions and infrastructure,which provide a foundation for the rapid development.Furthermore,it takes advantage of the building for "three cities and three capitals" city brand and host city for international sports events.However,there are some disadvantages,such as insufficient effective support policies for sports tourism,limited financing channels,inefficient management,lack of talents in sports tourism,and lack of local support from sports tourism brand.4)Opportunities and challenges coexist in Chengdu’ sports tourism development.The steady and rapid growth of economy and the continuous improvement of people’s income level has led to an adjustment of people’s demand structure and consumption structure.The rapid development of Chengdu’ sports industry and the upgrade of its industrial structure have brought great opportunities for the development of Chengdu’sports tourism.Making full use of the advantages of sports resources provides a good condition for the development of Chengdu’ sports tourism.But at the same time,there are many challenges such as inefficient integration of sports tourism resources,low level of marketization,lack of marketing campaign and professionalism in sports tourism practitioners,and fierce competition in the industry.5)This paper puts forward some measures to solve the problems in sports tourism development in Chengdu which are as follows: first,to break the shackles of cross-management and set up specific departments of sports tourism in Chengdu.Second,to strengthen policy support,which requires to introduce special policies to develop sports tourism.Third,to speed up the progress of building a national-renowned city for sports tourism.Fourth,to increase investment and accelerate the marketization of sports tourism.Fifth,to explore and vitalize Chengdu’ sports tourism resources according to realities and highlights.Sixth,to pay attention to the construction of talent team and optimize the cultivation of sports tourism talents.Seventh,to increase the sports tourism publicity and promote its public awareness.Eighth,to reduce the cost forconsumer participation so as to improve the involvement of sports tourism products.Ninth,to protect the ecological environment for sports tourism and maintain a sustainable development.