The Strategy of Sports Tourism Management in Putian City

Abstract

The purposes of this study are: (1) To study and analyze the current situation of sports tourism management in Putian City. (2) To develop the strategy of sports tourism management in Putian City. (3) To validate the feasibility of strategy of sports tourism management in Putian City.The research adopted research and development (R&D) research methods, and collected data through literature analysis, questionnaire survey and interview. The main research tools are questionnaire and interview form.The researchers first conducted a questionnaire survey on 400 tourists in Putian City to obtain quantitative data, and then conducted in-depth interviews with 15 key informants to collect qualitative data. Descriptive statistical analysis was used to process quantitative data, content analysis was used to process qualitative data, SWOT analysis was used to integrate the two types of data, TWOS matrix was used to put forward the strategy scheme, and 9 experts were organized to carry out the appreciation validation meeting to validate the strategy.

The results found that: (1) According to SWOT analysis, there are 10 strengths,9 weaknesses,7 opportunities and 8 threats of the sports tourism management in Putian City., which are mainly manifested in rich natural resources, profound cultural heritage and perfect infrastructure, but there is still room for improvement in venue construction, event organization, service quality and talent reserve; (2) According to SWOT analysis and TOWS matrix, 6 SO strategies, 6 ST strategies, 6 WO strategies and 6 WT strategies are proposed, covered the construction of ecological sports corridor, the construction of marine economic complex, the development of intangible cultural heritage IP, the construction of intelligent supervision system, the construction of regional linkage ticketing system and the transparent management of service chain; (3) Experts assessed that the overall feasibility of the strategy is high and meets the needs of Putian sports tourism development. After consolidation and adjustment, 5 SO strategies, 4 ST strategies, 4 WO strategies and 4 WT strategies were finally formed as priority implementation plans, including the creation of a high-end marine economic complex, the establishment of a regional talent cooperation network, the promotion of the construction of the ecological corridor in central Fujian.

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