Research On The Attraction Of Sports Tourism In Chongming Chenjia Town Based On Tourists’ Perception

In recent years,China’s tourism economy has grown rapidly,the industrial pattern has been improved day by day,and the market scale and quality have been improved simultaneously.Tourism has become a strategic pillar industry of the national economy.At the same time,with the deepening of China’s supply side reform,the sports industry has become a sunrise industry and developed rapidly.With the transformation of tourists’ demand from traditional viewing tourism to participating experience tourism,and the development of tourism products to leisure,sports and other directions,people’s demand for sports and health is also expanding day by day.The leisure and healthy lifestyle has been highly praised,and the forms of people’s participation in sports activities have been diversified.The rise of national sports fitness and tourism leisure has catalyzed the cross-border integration of sports industry and tourism industry.Sports tourism,which integrates appreciation and experience,is more and more favored by tourists.Sports tourism organically integrates the characteristics and elements of sports and tourism,highlights sports elements in traditional tourism,increases the participation and experience of tourism activities,and has a variety of values.As an innovative measure to promote the development of sports tourism,sports characteristic towns are booming under the promotion of national policy documents,and an upsurge of building sports characteristic towns has been set off across the country.How to highlight the characteristics in many characteristic towns across the country and win a place in the market has become a difficult problem that can not be underestimated.Chenjia Town,located in the east of Chongming Island,has become a well-known tourism destination in Shanghai with its profound cultural accumulation and rich ecological resources.With the introduction of the national policy to promote the construction of characteristic towns,Chenjia town sports tourism characteristic towns have become the first batch of national sports characteristic town construction pilot projects.However,at present,the mining and development of sports tourism content in Chenjia town has not met the needs of the market,the positioning is vague,and the specific sports characteristic content has not been transmitted to the public.The so-called "no attraction,no tourism".An unattractive tourist destination can only be a stagnant water,which can not stir up any waves in the market.For any tourist destination,attraction is an important factor to ensure the sustainable stability of the destination and good interaction with tourists.In the current social environment of increasingly fierce competition in the tourism market,how to give full play to the advantages,make up for the shortcomings,and better tap and enhance its own attraction is an urgent problem to be considered and solved.Based on this,from the perspective of tourists’ perception,this study collects questionnaires to understand tourists’ evaluation of the attraction of sports tourism in Chenjia Town,and puts forward targeted development suggestions according to tourists’ feedback information,in order to provide useful reference for Chenjia town to improve the attraction of sports tourism.Through the field investigation and analysis,the following conclusions are drawn:(1)through the statistical analysis of the basic characteristics and tourism behavior characteristics of the surveyed tourists in Chenjia Town,it is found that the main body of tourists in Chenjia town is mainly concentrated in the middle-aged and young people.Most tourists travel in the form of self driving in the unit of family,and in view of the special geographical location of Chongming Chenjia Town,the stay time of tourists is more than one day if the holidays allow.The income level of tourist groups is relatively rich,and the overall consumption of some tourists in Chenjia town is very optimistic.The beautiful ecological environment and comfortable leisure and sports places in Chenjia town are the main factors to attract tourists,and tourists’ travel motivation mainly focuses on relaxing body and mind,leisure and fitness.The vast majority of tourists do not know much about the sports characteristic town.On the one hand,it shows that the publicity effect of the town is poor,on the other hand,it also reflects the poor effect of the current sports characteristic development of Chenjia town.But generally speaking,the vast majority of tourists are satisfied with Chenjia town and have a high willingness to revisit and recommend.(2)Through IPA analysis,it is found that the landscape resources,basic tourism conditions and tourism services of Chenjia town are the advantageous contents of Chenjia town’s tourism attraction at present.The sports tourism characteristic town of Chongming Chenjia town has superior natural ecological environment,perfect living infrastructure,and basically meets the needs of tourists in terms of "food,accommodation,transportation,tourism and entertainment".At present,tourists are satisfied and should continuously improve on the basis of maintenance.The main indicators are: beautiful ecological environment,excellent air,high viewing value of scenic spots and parks,clean,safe and comfortable accommodation,hygienic and diverse catering,convenient transportation,perfect public rest areas,good service attitude of practitioners,reasonable internal route planning of scenic spots and reasonable consumption prices.The existing tourism products in Chenjia town can basically meet the needs of tourists,and tourists are optimistic about the overall evaluation of Chenjia town.However,the sports and leisure projects and overall image of Chenjia town are not the main concern of tourists,and its attraction is not prominent,which reflects that Chenjia town still has a long way to go in the construction of sports characteristic town to a certain extent.(3)At present,the main factors affecting the attraction of sports tourism in Chenjia town are:the relevant construction is not deeply integrated with the ecological environment;The types of events are diverse,and the sports characteristics are not prominent;The publicity effect is not obvious,and the popularity needs to be improved;The traffic foundation is not perfect,and the project is greatly affected by seasons.Combined with the IPA analysis results,in view of the advantages and disadvantages of the attraction of sports tourism in Chenjia Town,the following development suggestions are put forward:(1)maintain and improve the advantageous areas: establish a green concept and build a green space;Give play to its own resource advantages and promote regional linkage development.(2)Maintain appropriate regional adjustment: improve infrastructure services;Create a sports and leisure atmosphere.(3)Positive development of opportunity areas: improve the sports event system and build a sports industry network;Diversified marketing promotion to enhance brand image.(4)Improve regional key points: adhere to market-oriented and improve operation management;Improve the development of sports tourism function value.