海南体育旅游目的地市场开发策略研究

发布时间：2018-01-17 20:26

本文关键词：海南体育旅游目的地市场开发策略研究　出处：《海南师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：本研究是以海南体育旅游目的地市场开发为研究目的，以海南体育旅游目的地市场为研究对象，以海南体育旅游者调查对象，采用文献资料法、问卷调查法、实地考察法、专家访谈法、数理统计法等研究方法，对海南体育旅游目的地市场进行研究分析，得出以下结果：一、探讨了体育旅游目的地市场开发理论，包括体育旅游目的地、体育旅游市场的特点及内涵，阐述了旅游者参与体育旅游的动机及需求理论，并提出了体育旅游目的地市场开发理论。二、对海南体育旅游目的地市场及开发现状做了详细阐述，并运用栅格ASEB分析法对海南体育旅游市场进行了剖析。海南的体育旅游者主要来自国内客源市场，“黄金周”及假期对海南体育旅游市场的影响更为明显。三、从体育旅游者的性别、年龄、国籍、文化程度、职业、月收入情况、体育旅游者的动机、了解信息的渠道、可支出体育旅游消费、体育旅游项目的选择、等基本特征及行为特征两个方面分析了海南体育旅游目的地市场开发的影响因素，结果表明：中国游客占比重较大，中青年男性出游率较高，87.39%的游客受教育程度在大专以上水平，其旅游动机主要为休闲娱乐、强身健体；影响人们出游的主要因素是时间、经济水平和工作性质。四、提出了海南体育旅游目的地市场开发的策略： 1.海南体育旅游目的地市场的开发要进行合理准确客源的市场定位，着力开发休闲体育旅游市场，努力开拓中老年康复疗养体育旅游市场，开拓中低档体育旅游市场，将特色化与本土化相结合。 2.借助海南每年举办的各类节庆、赛事、会议会展活动，利用广东国际旅游文化节、中国（上海）国际旅游交易会、中国体育旅游博览会等旅游活动，深入宣传海南特色，吸引世界各地的游客。 3.做好体育旅游目的地市场的营销，通过报纸、电视、网络等媒体做好宣传工作，组织公共体育活动，提高海南体育旅游目的地的知名度。 4.借助海南传统民俗节庆以及大型体育赛事拓展体育旅游市场空间，引进高层次体育专业人才，通过各种途径培养高素质体育人才，提高体育旅游整体服务质量。
[Abstract]:The purpose of this study is to develop Hainan sports tourism destination market, Hainan sports tourism destination market as the research object, Hainan sports tourist survey object, using the method of literature and questionnaire. Field investigation, expert interview, mathematical statistics and other research methods, Hainan sports tourism destination market research and analysis, the following results: First, it discusses the market development theory of sports tourism destination, including sports tourism destination, the characteristics and connotation of sports tourism market, and expounds the motivation and demand theory of tourists participating in sports tourism. And put forward the sports tourism destination market development theory. Second, Hainan sports tourism destination market and the development of the status quo is described in detail. And the use of grid ASEB analysis of Hainan sports tourism market has been analyzed. Hainan sports tourists are mainly from the domestic tourist market. The influence of Golden week and holiday on Hainan sports tourism market is more obvious. Third, from the sports tourists' gender, age, nationality, education level, occupation, monthly income, sports tourists' motivation, information channels, can expend sports tourism consumption, sports tourism project choice. This paper analyzes the influencing factors of Hainan sports tourism market development from two aspects, such as basic characteristics and behavioral characteristics. The results show that the proportion of Chinese tourists is large, and the traveling rate of middle-aged and young men is higher. 87.39% of the tourists are educated at or above the junior college level, and their tourism motivation is mainly leisure and entertainment, physical fitness; The main factors affecting people's travel are time, economic level and nature of work. Fourthly, the strategy of developing Hainan sports tourism destination market is put forward. 1. The development of Hainan sports tourism destination market should carry out reasonable and accurate market positioning of tourists, develop leisure sports tourism market, and strive to open up the market of rehabilitation and recuperation sports tourism for middle-aged and old people. Open up middle and low-grade sports tourism market, the combination of characteristics and localization. 2. Make use of Hainan's annual festivals, competitions, conferences and exhibitions, Guangdong International Tourism Culture Festival, China (Shanghai) International Tourism Fair, China Sports Tourism Expo and other tourism activities. Promote Hainan characteristics and attract tourists from all over the world. 3. Do well the marketing of sports tourism destination market, do propaganda work through newspapers, TV, network and other media, organize public sports activities, and improve the popularity of Hainan sports tourism destination. 4. With the help of Hainan traditional folk festival and large-scale sports events to expand the space of sports tourism market, introduce high-level sports professionals, through various ways to cultivate high-quality sports talents. Improve the overall service quality of sports tourism.
【学位授予单位】：海南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G812.7;F592.7

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