神农架体育旅游发展SWOT分析研究

发布时间：2018-05-09 16:49

本文选题：体育旅游 + 神农架　；参考：《武汉体育学院》2017年硕士论文

【摘要】：体育旅游作为一种新兴产业、绿色产业和朝阳产业,因其注重参与和体验,以放松身心、强身健体、娱乐刺激等特征逐步受到大众的青睐。我国有着丰富的体育旅游资源,随着体育旅游的快速发展,越来越多的体育旅游项目被开发出来,逐渐走入人们的视野中。面对目前我国体育旅游的发展现状和趋势,结合各地的人文地理环境和体育旅游资源优势,如何实现体育旅游的可持续发展,值得我们思考研究。本文以神农架地区为研究对象,运用文献资料法、实地考察法、访谈法、SWOT分析方法、数理统计法等研究方法,对神农架地区体育旅游的发展研究进行探讨分析。通过对神农架发展体育旅游的优势(S)、劣势(W)、机遇(O)、威胁(T)等因素分析,得出神农架体育旅游有一定的发展空间和不足之处:(1)在优势上,一是生态环境优越、体育旅游资源丰富是发展前提;二是营销方式上多元化和多渠道、交通环境在不断完善是神农架发展体育旅游的重要因素;三是品牌效应初显,具有一定数量和规模的精品体育旅游项目,以及“神农、野人”等传说让更多的人认识神农架,其中冬季滑雪项目不断吸引省内外游客前往。(2)在劣势上,一是市场规模较小,产品同质性使其竞争力不强;二是旅游景点线路过长且较分散,容易使游客产生疲劳感,导致对其喜爱程度下降;三是旅游配套设施跟不上发展速度,以及专业体育人才的缺乏,导致神农架发展体育旅游存在一定的不足。(3)在机遇上,当前“旅游+体育”得到了更大的重视和发展,“旅游+冰雪”甚至成为神农架的体育旅游产品特色之一,成为旅游发展新亮点。(4)在威胁上,自然灾害以及省内外相邻体育旅游项目市场的激烈竞争对神农架体育旅游的发展造成一定的影响。基于SWOT组合分析,提出神农架体育旅游可持续发展策略:(1)优势与机遇组合,在发展上把握全域发展理念,营销渠道上加强游客体验的口碑宣传,同时彰显滑雪特色项目;(2)劣势与机遇组合,不断完善神农架旅游相关配套设施和开发深度体育旅游产品;(3)优势与威胁组合,根据资源优势,重点发展神农架四大体育旅游重点区域,设计四大体育旅游主题以及建立六大体育体系;(4)劣势与威胁组合,在市场划分上宣传到位,突出重点,优化设计体育旅游线路,加强专业体育人才培养。
[Abstract]:Sports tourism as a new industry, green industry and sunrise industry, because of its emphasis on participation and experience, to relax the body and mind, physical fitness, entertainment and other characteristics gradually favored by the public. With the rapid development of sports tourism, more and more sports tourism projects have been developed in our country. In the face of the present development situation and trend of sports tourism in our country, it is worth our thinking and research on how to realize the sustainable development of sports tourism in combination with the humanistic geographical environment and the advantages of sports tourism resources. This paper takes Shennongjia area as the research object, and discusses and analyzes the development of sports tourism in Shennongjia area by using the methods of literature, field investigation, interview, SWOT analysis and mathematical statistics. Based on the analysis of the advantages, disadvantages, opportunities and threats of sports tourism in Shennongjia, it is concluded that Shennongjia sports tourism has a certain space for development and shortcomings: 1) in the advantages, first, the ecological environment is superior. Rich sports tourism resources is the premise of development; second, diversification and multi-channel marketing methods, the continuous improvement of traffic environment is an important factor for Shennongjia to develop sports tourism; third, brand effect is emerging. There are a certain number and scale of fine sports tourism projects, as well as "Shennong, savage" and other legends so that more people know Shennongjia, in which the winter skiing projects continue to attract tourists from both inside and outside the province to .Guo2) in the disadvantage, first, the market scale is relatively small. The homogeneity of the products makes them less competitive; second, the tourist attractions are too long and scattered, which can easily make tourists feel tired and lead to a decline in their liking for them; third, the tourist supporting facilities cannot keep up with the development speed. As well as the lack of professional sports talents, which leads to the existence of some deficiencies in the development of sports tourism in Shennongjia.) on the opportunity, the current "tourism sports" has been paid more attention to and developed. "Tourism ice and snow" has even become one of the characteristics of Shennongjia's sports tourism products, and has become a new bright spot in tourism development. The natural disasters and the fierce competition between the neighboring sports tourism market in and outside the province have a certain impact on the development of Shennongjia sports tourism. Based on the analysis of SWOT combination, this paper puts forward the combination of advantages and opportunities to strengthen the publicity of tourist experience in the marketing channel and grasp the concept of global development in the development of Shennongjia sports tourism sustainable development strategy: 1. At the same time, it shows the combination of disadvantages and opportunities of skiing characteristic project, and constantly consummates Shennongjia tourism-related supporting facilities and develops deep sports tourism product, which is the combination of advantages and threats, according to the advantages of resources. Focus on the development of Shennongjia four key areas of sports tourism, design the four major sports tourism themes and establish six sports systems and a combination of weaknesses and threats, promote the market division in place, highlight the key points, and optimize the design of sports tourism routes. Strengthen the training of professional sports personnel.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05;F592.7

【相似文献】