| As the development of China’s economy, the era of experience economy has arrived. Recently, the diversity of consumer needs, especially the emotional experience as the main content of the consumption patterns was the mainstream of economic development performance. Unconsciously, we have entered the era of experience economy, In order to meet the consumer experience of psychological pursuit; businesses try to meet the psychological demand of consumers by making product design and marketing from a different perspective. Under this background, sports tourism quietly becomes a sunrise industry in world economic development. Currently, the world’s total output value of sports tourism market has reached 60,000,000, U.S. dollars, and the growth is continuing. Sports tourism is not only a right way of life, but also an economic way to create business value. Improving of the quality of sports tourism, and promoting environmental protection and promotion of culture and other areas of potential functions are emerging, and accepted by the community.There is no doubt, nowadays, sports tourism played an increasingly important role in our social life. The growing role of "sunshine industry" has been recognized by the government. China as a power sports country, with the successful curtain of Beijing Olympic Games, the project for the purpose of sports experience will further be developed, sports tourism are getting closer to people. Businesses have already seen the opportunities of sports tourism behind it, as the time as carrying out sports events, increased tourism product design, in order to not only meet the psychological needs of consumers to experience, but even a profound experience to the spirits of faster, stronger, fair and just spirit for sporting events.The main content of the article includes four parts:The first part is the concept, characteristics and evolution trends of experience economy. By the analysis of national development policy of sports industry, providing a macro-policy environment for the experience economy era. Through analysis of design, development, current status and problem of sports tourism, we will better understand the importance and urgency of the development of sports tourism product. The second part including the analysis of the sports tourism industry, we will use the SWOT analysis method, Take an example from Chengdu International Golden Horse races, analyzing the development of the Chengdu Golden Horse racetrack strengths, weaknesses, opportunities and challenges for further development. We will provide a corresponding countermeasures and suggestions for its development. The third part is about the product design and brand creation of Chengdu Golden Horse racetrack, through analysis of its development trend, marketing strategy; we will put forward specific ideas and methods for the development of related industries and seize the high-end of the industry. The fourth part primarily describes the Chengdu Sports City real estate development, and problems related to the process, providing the basis for carried out the next sports tourism.In this paper, experience economy as the starting point, we deeply analyze the trends, types of product design, and marketing strategies of the development of sports tourism industry. This article deeply analyzed the economy development to the experience of sports tourism in China, focuses on the Chengdu Golden Horse racetrack, as an example.In the time of experience economy, consumer demand trends are changing. At the same time, the horse-themed sports and leisure travel and tourism industry will become a social experience for consumer health programs. Horse racing and other sports tourism industry will become the complex industry chain. There is a huge market of emerging industries, at the same time, for the early layout of the high-end industry, providing ideas and measures of its development. This article highlights the cultural connotation of Sports Tourism. The green product experience pursuit to realize the unique value of sports tourism product. It will also strongly promote the modern service industry and urban and rural development of western region. |
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