| With the rise of leisure vacation and healthy consumption concepts,the development of sports tourism in China is entering a stage of rapid development.The development of sports tourism can not only stimulate the vitality of the sports industry,but also provide a new direction for the transformation of the tourism industry.Based on the gradual prominence of the value of sports tourism,the national and local governments have issued relevant documents to guide,support and promote the rapid development of sports tourism.Sports tourism is also considered to be the shining point in the development of the tourism industry during the "14th Five-Year Plan" period.Using literature data method,field survey method,expert interview method,questionnaire survey method and SWOT-AHP analysis and other research methods,the research on the development strategy of sports tourism in Sanya City is carried out,and the conclusions are as follows:（1）The SWOT analysis results of Sanya’s sports tourism show that its development advantages lie in three aspects: products,environment and experience.Observable sports tourism products,superior natural and cultural environments,and extensive tourism industry experience;its development weakness lies in sports tourism resources Obviously insufficient development,lack of industrialization of sports events,unstructured sports tourism products,and a large shortage of sports tourism professionals;its development opportunities lie in a high-quality policy environment,the transformation and upgrading of national consumption,and the continuous expansion of market scale;its development challenges lie in industrial competition Increasing,sustainable development crisis and homogenization of product supply.（2）The SWOT-AHP analysis result of the development of sports tourism in Sanya City shows that the influence values of the various SWOT factors are strength∑Si=4.7558,weakness ∑Wi=-3.634,opportunity ∑Oi=4.2901,challenge ∑Ti=-3.3144;in Sanya City In the development strategy of sports tourism,advantages and opportunities are more important than weaknesses and challenges.Sanya sports tourism should adopt a development strategy that combines internal advantages and external opportunities.（3）According to the results of SWOT-AHP level analysis,it is proposed to make full use of the advantages of domestic and foreign sports event products to promote sports viewing tours;comprehensively develop coastal sports tourism projects to promote sports leisure travel;tap the advantages of humanistic environment to promote traditional national sports culture and festival tours;Make full use of the advantages of the natural environment to promote sports adventure tours;actively organize sports conventions and exhibitions to promote sports conventions and exhibitions;seize opportunities for transformation and upgrading of national consumption to promote sports healthy tourism;use policy opportunities as a starting point to create a sports characteristic town to promote Sports country tours,research and study tours;combine introduction and training to strengthen the cultivation and emphasis on sports tourism talents. |
