| Lichuan city, located in the southwest of Hubei province, is contiguous with Chongqing province. Although Lichuan city has the advantages of unique geological scenery, richness in natural resources and historical humanity landscapes, national traditional sports culture, the economic development of this city is restricted by the longtime of poor and backward state of transportation and communications. However, these natural landscapes and cultures, which are the base of a modern industry named sports tourism, are preserved in good condition just because of lagging in transportation and communications.This paper takes the policies of the nation and Hubei province as guidance and the study object is Lichuan which is one of the areas inhabited by minority people in southwestern China. The methods of this paper include documentation, interview with experts, questionnaire, mathematical statistics and on-site inspection. Based on these data, this paper analyzed the opportunities, conditions, advantages and disadvantages of the development of the sports tourism of Lichuan city by SWOT analysis method and then put forward measures for resolving the difficulties of the sports tourism of Lichuan city by the questionnaire data.This paper shows:The sports tourism of Lichuan city is in the beginning stage and the tourism, strongly supported by the local government, is becoming one of the pillar industries of this city. As a result, the sports tourism meets a new opportunity in the adjustment of traditional tourism industry structure.The sports tourism products are mainly about drifting, mountain-climbing, horse racing, exploration and so on. Whereas, there are some disadvantages of the development of the local sports tourism such as lacking sports tourism conception of the local residents, insufficient basic projects, under-development, inadequate utilization, lacking of brand effect, unapparent of combination advantages, inadequate propaganda, lowness of quality of tourism employees and lacking of professional management consultant.The consumption level of tourists in Lichuan city is low and there is a large space of potential to improve. They stay about 1.4 days in average and the majority's incomes are about 2000-5000 RMB per month. And the recognition about sports tourism is related to one's education history.Restrictive factors for sports tourism of Lichuan city is focus on inadequate external propaganda and lacking human resources. The sports tourists are more concerned on physical exercise and entertainment, plus a certain degree of social communicative function. They mainly participate in drifting, swimming, mountain-climbing and cavern exploration instead of sports with national features which are underdeveloped just for this reason.Suggestions and measures:By the chances of national and local preferential policies, tourism economics and development mode should transformed speedy base on the constructions of "circle of ecotourism culture of western Hubei province".In the development, sticking to integrated planning, improving the sports tourism progress mechanism, and focus on healthful and harmonious development environment. Sustainable and long effective development should be realized.Introduce and train professionals to handle the problem of lacking human resources. Invest local occupational technical institutes and offer sports tourism relative course. Give a continue education for present working staff in tourism about sports tourism.Accelerate the creating and promoting of image brand through cyber media, tourism exposition. Based on national physical fitness, promoting the sports tourism of Lichuan city through multi-channel and multi-methods, such as national traditional celebrations, big matches, large scale cultural activities and so on.Building experiment site in towns where are rich in resources and constructing sports tourism areas to drive the whole development of sports tourism.In the development of sports tourism, environment protection should be taken seriously and mechanism of ecological environment protection should be established and improved. Those who destroy environment for economic interest should be severely punished. |
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