The Development Strategy of Sports Tourism in Xiamen City

Abstract

Xiamen is a important city on the southeast coast of China. It has rich sports and tourism resources. The aims of this study is to explore and analyze the development strategy of sports tourism in Xiamen City, put forward specific measures to optimize the development, and enhance the competitiveness of the city in the field of sports tourism. In this study, R & D research methods were used to collect data through literature analysis, questionnaire survey and interview. The main research tools used in this study are questionnaires and interview outlines. This study first conducted a questionnaire survey on 423 tourists to collect relevant quantitative data. Then, FGD was carried out on 9 experts related to sports tourism in Xiamen to collect relevant qualitative data. Secondly, this study makes a descriptive statistical analysis of the quantitative data, analyzes the content of the qualitative data, and puts forward the preliminary strategy through SWOT analysis and TOWS matrix. Finally, the strategy was evaluated through a Connoisseurship meeting of nine experts.

The results show that: Xiamen sports tourism has a good performance in participation motivation, consumption behavior and overall satisfaction, but it still needs to be strengthened in policy publicity, infrastructure construction and characteristic project development. These problems provide a basis for the subsequent formulation of a more effective sports tourism development strategy. This study proposes 28 strategies through analysis, of which SO, ST, WO, and WT each have 7 strategies. includes policy-related theory; sports tourism specialty projects; infrastructure-related theory; participation motivation theory; consumer behavior theory; satisfaction-related theory; explore the seven dimensions of tourism demand-related theory. Through the Connoisseurship meeting of experts, the final result of this study is 16 strategies, including four strategies in SO, ST, WO and WT. These strategies mainly include strengthening brand effect, optimizing facilities and services, promoting policy advocacy, ensuring safety and quality, reasonable pricing, and developing more projects. Finally, through interviews, the interviewees agreed that the strategies proposed in this study are highly feasible in improving the competitiveness of Xiamen sports tourism. By integrating event brands, optimizing infrastructure, formulating reasonable price strategies, and strengthening policy publicity, Xiamen can further consolidate its position in China sports tourism market. In addition, improving tourist satisfaction and promoting sustainable development are the key directions for future development.

Xiamen is a important city on the southeast coast of China. It has rich sports and tourism resources. The aims of this study is to explore and analyze the development strategy of sports tourism in Xiamen City, put forward specific measures to optimize the development, and enhance the competitiveness of the city in the field of sports tourism. In this study, R & D research methods were used to collect data through literature analysis, questionnaire survey and interview. The main research tools used in this study are questionnaires and interview outlines. This study first conducted a questionnaire survey on 423 tourists to collect relevant quantitative data. Then, FGD was carried out on 9 experts related to sports tourism in Xiamen to collect relevant qualitative data. Secondly, this study makes a descriptive statistical analysis of the quantitative data, analyzes the content of the qualitative data, and puts forward the preliminary strategy through SWOT analysis and TOWS matrix. Finally, the strategy was evaluated through a Connoisseurship meeting of nine experts.

The results show that: Xiamen sports tourism has a good performance in participation motivation, consumption behavior and overall satisfaction, but it still needs to be strengthened in policy publicity, infrastructure construction and characteristic project development. These problems provide a basis for the subsequent formulation of a more effective sports tourism development strategy. This study proposes 28 strategies through analysis, of which SO, ST, WO, and WT each have 7 strategies. includes policy-related theory; sports tourism specialty projects; infrastructure-related theory; participation motivation theory; consumer behavior theory; satisfaction-related theory; explore the seven dimensions of tourism demand-related theory. Through the Connoisseurship meeting of experts, the final result of this study is 16 strategies, including four strategies in SO, ST, WO and WT. These strategies mainly include strengthening brand effect, optimizing facilities and services, promoting policy advocacy, ensuring safety and quality, reasonable pricing, and developing more projects. Finally, through interviews, the interviewees agreed that the strategies proposed in this study are highly feasible in improving the competitiveness of Xiamen sports tourism. By integrating event brands, optimizing infrastructure, formulating reasonable price strategies, and strengthening policy publicity, Xiamen can further consolidate its position in China sports tourism market. In addition, improving tourist satisfaction and promoting sustainable development are the key directions for future development.