Study On Integrated Development Strategy Of Sports Tourism In Mountain Tourism Resorts

As China’s economy shifts from a stage of rapid growth to a stage of high-quality development,traditional tourist resorts with main functions such as leisure vacation and sightseeing tourism have begun to explore new models of sports tourism integration and seek new growth points driven by both supply and demand.Among the currently announced national sports tourism demonstration bases,tourist resorts with mountainous areas as the main feature are particularly prominent.However,there is relatively little research in the academic community on the integration of sports and tourism in mountain tourism resorts,and it cannot provide sufficient theoretical and practical guidance for the high-quality development of the industry,which urgently needs to be further explored.This study focuses on the integration of sports and tourism in the Zengjiashan Tourist Resort in Guangyuan City,Sichuan Province.Based on the theory of industry integration and experiential economy,literature review and questionnaire survey methods are used to elucidate the internal mechanism of the integration of sports and tourism in mountain tourism resorts.Typical cases at home and abroad are systematically analyzed,and a SWOT-AHP model for the integration of sports and tourism in Zengjiashan is constructed,Analyze the strategic system and implementation strategies for the integration of sports and tourism in the new development stage,in order to provide experience and reference for the high-quality development of sports tourism in similar tourism resorts.The research finds that as two branch systems,sports and tourism in mountain tourism resort promote the integration and symbiosis of the two industries in the dimensions of technology,products,business and market by integrating the development,production,sales and brand building of products under the situation of supply side driving economies of scope,industrial transformation,competition and cooperation,as well as the multi-dimensional driving force of demand side personalization and diversification,participatory and experiential interaction,Unleashing powerful political,economic,social and other diversified benefits.By exploring the development process and characteristics of the integration of sports and tourism in Shamuni Town and Taiwu Ski Resort,it is summarized that the core project is ignited and diversified experiences are expanded;Driven by high-quality events,shaping the brand of the town;Professional facility services to strengthen basic security;Implanting traditional culture and refining the soul of small towns.Using the SWOT analysis method,a deep analysis is conducted on the current situation of the integration of sports and tourism in Zengjia Mountain.It is believed that there are advantages in the process of sports and tourism integration,such as abundant natural and cultural resources,continuous improvement of customer market,high favor of social capital,good foundation of sports and tourism integration,and significant location and transportation advantages;There is a structural shortage of professional talents,an incomplete system of sports tourism products,a low level of integration between industries,a prominent lack of supporting infrastructure,and insufficient branding of sports tourism;The government attaches great importance to opportunities such as changing the concept of the times,upgrading consumer demand,and rapid industrial growth;Challenges such as fierce competition in the external market environment,the continuous impact of the COVID-19,and increasing pressure on ecological environment protection.By constructing the SWOT AHP model,it is concluded that in the new development stage,the integration of Zengjia Mountain Sports and Tourism should adopt the SO strategy.A strategic system is constructed around three dimensions:strategic goals,main tasks,and time layout.It is proposed to adhere to win-win cooperation,promote diversified and deep integration,and build an integrated development pattern;Focusing on resource endowments,creating a multi-level product system,and promoting the vertical and horizontal expansion of the industrial chain;Integrate internal and external advantages,attract multi-level professional talents,and strengthen the support of developmental elements;Pay close attention to investment promotion,improve professional supporting facilities,and consolidate the guarantee of basic elements;Leveraging market trends,shaping high-quality sports and tourism brands,and enhancing destination attraction capabilities are strategic implementation strategies.