The Study Of The Development, Management And Strategy Of Sports Tourism Market In Shandong Province

Under the situations of the information society and economic globalization, sports tourism, as a special tourism, not only emphasizes on the dual-values of entertainment and health, or of fallow and relax, but also badly emphasizes men's demands satisfying both the body and sprit. Just due to its attractive value, it is popular with people and becomes a fashion of Chinese sports in the new era.At present, the research of sports tourism has got comprehensive development in the foreign countries. The research in theory is involves in the macro-program, medium-view layout, and micro-management. On the other hand, the empirical research refers to the development and operation of the sports. However, the research of sports tourism in China gets slower development. And the research in theory mainly relates the several aspects as follows: The definition of the sports tourism and its market, the study of market consumption and its development, the study of national sports tourism, the study of the program and strategy of ports tourism, the investigation into state as well as the study of its development. Such research probes into the relative study in theory and the empirical research in a scale, which are significant for home market to develop, program and manage the sports tourism. Yet it lays particular stress on either the theoretic arguments or the description of the territorial situation, and lack of the optimized and empirical study. There is little of the research relative to the sports tourism market in Shandong province. And the research only puts forward the theoretic programming and the strategy, mainly on the basis of the investigation of the state of Shandong citizen's consumption for the sports tourism. And it either locates on parts of district or intersects in other research. There is doubt that it is of some help to the sports tourism in Shandong province, but it is notsystematized and lack of the research on the tactic and macroscopical management, especially on its facing opportunity and challenge, the fields of the pivot and the preferential development, and the choice of the ways of development after China enters into WTO and Qingdao becomes the companionate city with Beijing for the 2008 Olympic Games.Therefore, this topic makes a comprehensive survey of the development and management of Shandong's sports tourism market, through the Shandong's tourist bureau leaders, some of the experts and scholars from the high school and some of Shandong citizens. And it makes an optimized design to the marketing development on the basis of the survey. It concludes as follows:1^st, only 10% of all sports tourism scholars and governors are quite satisfied with the protection policy of Shandong sports tour resources, which shows that our province lacks valid legal support on protecting sports tour resources.2^nd, 45% of all sports tourism experts and the governors are dissatisfied with the funds devotion on sports tour infrastructure in Shandong province, which reflects that the funds devotion is not taken serious.3^rd, 70% of all sports tourism experts and the governors consider the funds devotion of sports tour information construction in Shandong province better, which shows that Shandong has paid high attention to the information construction of developing the sports tourism market.4^th, 50% of all sports tourism experts and the governors consider the managers' occupational training so-so in Shandong sports tourism management; 45% of them think that the structure of the manager's schooling is not very sound; 50% of them are dissatisfied with the aspects of fetching in the reserve professionals. It reflects the human resource of sports tour management remains exploitation in Shandong province.5^th, 70% of all sports tourism experts and the governors consider that the management system of Shandong's sports tourism market is not very reasonable. It shows that the management system of developing Shandong's sports tourismmarket is imperfect.6th, Shandong's citizens take part in the sports tourism mainly with the families, posteriorly with the friends, with the traveling group or one's own. Among the tourists, men are more than women. The number of the tourists at the age of eighteen to forty grows with age while that of the tourism over forty decreases with age. It indicates that the young man is the key member of the sports tourism. In view of the schooling of the participators, the number of the undergraduate is most, next is the student of the training school, the postgraduate, the doctor, the student of the technical secondary school, and the student of the middle school. It shows that the number of the participators is in the proportion of their schooling of those. And most of the participators travel by automobiles posteriorly by train or by plain. This basically embodies the automobiles is the main traffic vehicle7th, Shandong's citizens always travel once or twice and spend two or three days on the sports tourism every time. They can bear the cost within Y2000, mostly from $601 to Y1000. It reflects that, at present, the citizens' consumption level is low in our province.8th, it makes such many conclusions from the research: Shandong's economy gets the sustaining growth; The relaxing time of the citizens increases; The number of the participators continuously grows with the performance of the 2nd Project of Shandong's civil physical exercise program; The structures of the civil demands and consumption are optimized; Both the communalization of the cities and the citifying of the country make speed; The economy thrives in the holiday; In addition, it is a good opportunity of developing the sports tourism market, for China enters into WTO and some games of 2008 Olympic Games will be held in Qingdao.9th, the powerful competition exists between the foreign and domestic sports tourism; the investment on the sports tourism market's soft environment construction is far from enough; the sports tourism market management is...