The Strategy of Marine Sports Tourism Resource management to Promote Tourist Attractions in WeiHai City

Abstract

The research purposes of this study are（1）to study the current situation of marine sport tourism in WeiHai city（2）to develop the strategy of marine sports tourism resource management to promote tourist attractions in Weihai city（3）to validate the feasibility of strategy of Marine sports tourism resource management to promote tourist attractions in Weihai city.

This study adopted the R&D research method, which collected data through the documentary analysis method, inquiry method, and interview method. The main research tools applied to this study are a questionnaire and an interview form. The author first conducted a questionnaire survey was conducted among 400 tourists from four major marine sports tourism attractions (Weihai International Beach, Putao Beach, Half Moon Bay Beach, and Naxianghai Tourist Attraction) to collect quantitative data and then conducted interviews with 10 key informants to ollect relevant qualitative data. The author then carried out a descriptive statistical analysis of the quantitative data, a content analysis of the qualitative data, a SWOT analysis to integrate the quantitative and qualitative data, a TOWS matrix to suggest pertinent strategies, and a Connoisseurship session with 9 experts to validate the strategies, and the feasibility of the strategy was validated again through interviews after connoisseurship.

The results of the study found that: (1) the situation of marine sport tourism in WeiHai city has 8 strengths, 8 weaknesses, 7 opportunities and 6 threats, which are mainly manifested in the fact that WeiHai City has exceptional ecological resources ,unique cultural heritage ,significant geographical advantage,clear policy support,solid infrastructure , but there is still room for improvement in terms of uneven resource development ,severe product homogenization ,significant shortage of specialized talent.(2) In response to the analysis of the current situation ofmarine sport tourism in WeiHai city, this study proposed 7 SO strategies, 6 ST strategies, 7 WO strategies, and 6 WT strategies, which covered such aspects as strengthening the linkage of attractions, expand international tourist sources, exploring local culture and developing winter specialty products;(3) The experts involved in the connoisseurship agreed that these strategies have high feasibility and are in line with the current development needs of marine sport tourism in WeiHai city, and except for a few strategies that need to be merged, the final result is 5 SO Strategies, 3 ST Strategies, 6 WO Strategies and 3 WT Strategies.

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