Research On The Integrated Development Of Sports Industry And Tourism Industry In Shandong Province

The COVID-19 has lasted for three years,which has spawned new businesses such as "cloud live broadcast+cloud fitness",and set off a nationwide fitness craze.In the era of new media,sports goods companies are gradually shifting to deploying the online live streaming market,integrating and utilizing marketing resources,adjusting and upgrading marketing strategies,and seeking sustainable development in the post pandemic era.It should be pointed out that in the virtual and real-time online retail end,consumers often hold a wait-and-see attitude because they cannot truly feel the product content.At this time,opinion leaders in the fitness industry emerged as a new force.They are "activists" with professionalism and voice in the field of sports and fitness.They provide information for sports participants and enthusiasts through interpersonal communication networks.Their professionalism,popularity,product involvement,interpersonal attraction and other characteristics play an important role in guiding women consumers to buy sports goods.In view of this,this article adopts literature research,questionnaire survey,statistical analysis,and logical analysis methods,selects rational behavior theory and symbolic interaction theory,and constructs a "stimulus organism response" model.Set the scenario as an online live streaming room,with the four dimensions of fitness opinion leader traits as independent variables and perceived pleasure and trust as mediating variables,propose research hypotheses to explore the impact mechanism of fitness opinion leader traits on women’s willingness to purchase sports goods in the live streaming room.Through empirical analysis of data,the results indicate that:(1)the fitness KOL trait positively affects women’s willingness to purchase sports goods;(2)The fitness KOL trait positively affects the perceived pleasure and trust of female sports goods consumers,but interpersonal attractiveness has no significant impact on trust;(3)Female consumers’ perceived pleasure and trust positively affect their willingness to purchase sports goods,and perceived pleasure positively affects trust;(4)Perceived pleasure and trust have a mesomeric effect between fitness KOL traits and women’s willingness to buy sports goods.Finally,in order to provide reference for sports goods enterprises to improve their marketing path,guide women consumers to scientific plasticity,rational consumption and other considerations,this paper proposes the following management enlightenment based on the research conclusions:(1)For sports goods enterprises,cooperate with high-quality fitness opinion leaders to transform fitness anchor’s special influence into marketing value;(2)As far as female consumers are concerned,they should improve their discrimination ability,act according to their ability and consume rationally.