Research On The High-Quality Development Path Of Rural Sports Tourism

In recent years,rural revitalization and high-quality development have become national strategies,and sports tourism has also gradually become a new strategic fulcrum for the high-quality development of China’s tourism industry,which provides new opportunities and new impetus for the high-quality development of rural sports tourism.In this context,how to optimize the supply of rural sports tourism products and services to meet the growing rural sports tourism needs of urban and rural residents is an urgent problem to be solved in the process of comprehensively promoting rural revitalization and realizing the high-quality development of rural sports tourism.This research mainly adopts the methods of literature,interview,questionnaire survey,mathematical statistics and case analysis.On the basis of combing the research status and related theoretical of the high-quality development of rural sports tourism,it carries out two stages of investigation and comprehensive analysis.Finally,combined with the GEM model,a high-quality development path for rural sports tourism in Shilou Town,Guangzhou is proposed.(1)Regarding the construction of evaluation indicators for the high-quality development of rural sports tourism.In general,combined with the GEM model from the perspective of supply and demand,it is concluded that the element indicators for the high-quality development of rural sports tourism include the three elements of "industrial environment,industrial supply,and industrial demand" and "facilities,resources,auxiliary industries,corporate strategies,external markets and internal market".From the perspective of tourist satisfaction,the influencing factors of highquality development include six main categories of "tourism element services,resource and environment services,scenic spot facility services,information publicity services,security services,and personnel quality services" and twenty-nine conceptual categories.(2)Taking Shilou Town,Guangzhou as a case study,it analyzes the service supply and tourist demand of rural sports tourism.On the one hand,with regard to supply analysis,there are problems in the industrial environment,such as imperfect management mechanism,supporting facilities to be strengthened,insufficient financial support and degree of marketization,outflow of talents and low quality of villagers’ employment,and insufficient resource development,etc..In terms of industrial supply,there is a huge market potential for "eating,living,traveling,shopping and entertainment",but there are many problems such as lack of overall planning and standardized management,insufficient linkage benefits,low product competitiveness,and single publicity methods.On the other hand,regarding the analysis of tourist satisfaction,through the analysis of the AMOS structural equation model,it is concluded that the six potential variables of “tourism element service,resource and environment service,scenic spot facilities service,information publicity service,security service and personnel quality service” have a positive affect tourist satisfaction,of which the tourism element service and resource and environment service have the strongest influence on tourist satisfaction.In addition,from the analysis of the relationship between the potential variables and the measured variables,it can be seen that "A6 entertainment,B1 sports atmosphere,C3 venue facilities,D2 network publicity,E3 offline consumption safety,F1 the service efficiency,F2 attitude and F3 professional ability" are key variables for the highquality development of rural sports tourism.(3)In order to further promote the high-quality development of rural sports in Shilou Town,Guangzhou,researchers put forward three development paths with the value of the times in combination with the GEM model from the perspective of supply and demand.First,in terms of industrial environment,combined with the two major elements of facilities and resources,the optimization of industrial environment is promoted through "optimizing top-level design,improving infrastructure" and "scientifically planning resources,creating a good environment";Second,in terms of industrial supply,combined with the two elements of auxiliary industry and enterprise strategy,the upgrading of supply structure is promoted through "deepening the crossborder integration of sports and tourism industry" and "promoting product supply with differentiation strategy";Third,in terms of industrial demand,combined with the two major elements of the external market and the internal market,to meet the needs of market entities through "enriching the construction of multiple entities,building a community of multiple interests" and "protecting the rights and interests of tourists and guiding mass consumption".