Research On The Optimized Path Of Sports And Leisure Town In China From The Perspective Of Brand Gene

Under the background of national fitness,and along with the steadily increasing enthusiasm of the public for participatory sports consumption,sports and leisure characteristic towns with "sports and leisure +" as the main theme and multi-functional features such as tourism are gradually receiving attention and favour from the market,enterprises and governments.A number of pilot projects,including the first batch of 96 sports and leisure towns,are being built across the country.However,behind the construction fever,the actual development of sports and leisure towns is not as effective as expected due to the ambiguity of industrial stratification,lack of scientific development planning and the inversion of the main industries.How to effectively meet the demands of tourists for sports participation and diversified consumption needs has become an urgent issue to be addressed in its subsequent development.Starting from the perspective of brand gene,this study is aimed at deeply exploring the functional conceptions and actual experiential needs of market tourists for sports and leisure characteristic towns,and further constructing a market-oriented brand information system,so as to alleviate the problems of weak development and operation and lack of characterization.Based on the brand gene perspective,this study takes Jingshan tennis characteristic town as an example,and uses a mixed research paradigm combining qualitative and quantitative research methods,including literature review,in-depth interviews,qualitative grounded theory,questionnaires and mathematical statistics.Through identifying and constructing the brand gene theoretical model of Jingshan tennis town,this study further analyzes the differences and emphasis of each gene dimension and indicator layer,and propose feasible development paths and optimization suggestions.The study finds that:(1)Brand is not a mere material sign or symbol,but a combination of functional,emotional and other multi-dimensional conceptions of its market audience.Gene represents the characteristic elements that can influence the production and operation as well as the future development process.Therefore,as a unique information system that distinguishes it from other tourist destinations,it is crucial to build a brand gene system for sports and leisure towns.(2)By applying the qualitative grounded theory method,5 major brand gene dimensions and 21 gene indicators were constructed,represented by sports participation,natural resources,cultural heritage,development environment and perceived service brand.(3)There were significant differences between gender and cultural heritage brand gene and development environment brand gene,with women paying more attention to these two dimensions.Besides,there is a significant difference between monthly income status and natural resources brand gene,with middle-income groups paying more attention to this dimension.Overall,genetic indicators such as sports atmosphere,natural landscape,cultural elements,tourism hospitality level and service attitude all have a high level of visitor recognition.Based on the research process and the research findings,this study proposes the following optimized paths :(1)fully integrate sports resources and promote the gathering of diversified sports elements;(2)innovate and develop characteristic resources and enhance the added value of outbound tourism;(3)strengthen the construction of publicity channels and build a multi-dimensional marketing matrix;(4)attach importance to top-level planning and design and improve the market supervision and management system.