Study On Improving The Quality And Efficiency Of Sports Tourism Development In Yichang From The Perspective Of All-region Tourism

On September 27,2019,the Ministry of Culture and Tourism announced the first batch of "national all-region tourism Demonstration zones",and Yichang city in Hubei Province was listed.Yichang Municipal Government will build a grand tourism pattern of "city-friendly tour" and "full-time tour",and build a world famous tourism city into the action plan of urban construction in the next five years.With the deepening of the national strategy of sports power and the urgent need of citizens’ health in the post-epidemic era,"sports + tourism" has become the first choice for more and more people to travel in today’s era.In order to transform the tourism industry from the traditional resource-dependent type to the innovation-driven type,it is urgent to realize "enabling value-added" with the help of sports.Through the deep crossborder integration of sports and tourism,the landscape resources,cultural resources and sports resources of Yichang can be revitalized,and the emerging popular tourism resources of Yichang can be created to realize the industrial transformation and upgrading.In this paper,sports tourism in Yichang is selected as the research object,based on the two-way integration of "sports + tourism" and "tourism + sports" in the whole region of tourism,and centering on the goal of improving the quality and efficiency of sports tourism development in Yichang.First of all,it collects and collates related theories of all-region tourism,sports tourism,quality and efficiency improvement,and on this basis,it uses research methods such as literature,questionnaire,expert interview,case analysis and mathematical statistics to present four resource types of sports tourism in Yichang: scenic spot resources,event resources,venue resources and community resources.Four modes of sports tourism in Yichang,namely scenic spot development,event activity,preparation and training,and community embed,are summarized.Four typical cases of Xingshan Tianhao Drifting,Yichang International Marathon,Wufeng International Ski Resort and Yichang Riverside Green Road,which are the most representative of sports tourism in Yichang,are selected for a comprehensive analysis.Sports tourism will be built into a new "tourism growth pole" and "flow harvester" in Yichang,so as to achieve the goal of improving the quality and efficiency of the development of sports tourism in Yichang by improving both products and services,and promoting both economic and social benefits.After the investigation and analysis of the development of sports tourism in Yichang,this paper concludes that the current constraints on the development of sports tourism in Yichang are mainly reflected in four aspects:(1)the characteristics and brands of sports tourism are not prominent enough;(2)the vision and grade of sports tourism are limited;(3)the upstream and downstream industry chain of sports tourism is not connected:(4)The breadth and depth of sports tourism participation is not enough.Based on this,this paper puts forward four strategies to improve the quality and efficiency of Yichang’s physical tourism development :(1)to create characteristic brand sports tourism products :(2)to base on the international high-end sports tourism positioning;(3)Extend the integrated and three-dimensional sports tourism industry chain:(4)Create diversified and differentiated sports tourism experience.