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Research on the Development of Sports Tourism of Tongling City in Anhui Province

Author: ZhengYanFang
Tutor: SongYuanPing
School: Suzhou University
Course: Physical Education and Training
Keywords: Tongling City Sports Tourism Development Constraints Countermeasures
CLC: F592.7
Type: Master's thesis
Year: 2011
Downloads: 90
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Abstract


With the development of economy and culture, the living standard has been gradually heightened and people begin to hold a higher and higher expectation of life and thus going on a tour has become more and more popular today. As an important product of tourism market, sports tourism, based on tour resourses, aims to design, plan and create relevant products. It is expected to satisfy people’s consuming desires and needs and then achieve the purpose of taking part in sports activities and feeling the natural delights.Situated in the middle of 800-li Yangtze River within Anhui province, Tongling city is the north gate to the world-famous tourist attraction“Two Mountains and One Lake (Mountain Huang, Mountain Jiuhua and Taiping Lake”.This research starts from the investigation of the present situation and problems of the development of sports tourism of Tongling city, analyses the subjective and objective factors which influence public taking part in sports tourism in Tongling and gets to know the public satisfaction with tourism services. Learning from the development experience of sports tourism in other part or outside of Anhui province and thinking over the actual conditions of Tongling city, this research aims to explore the development strategies of sports tourism of Tongling city. This dissertation adopts several research methods such as seeking literatures, making questionaires, interviewing experts, using statistics and utilizing logics, etc, and thus explores the present situation and problems of the development of sports tourism of Tongling city. The findings of the research show that:1. Tongling city enjoys rich natural and humanistic tour resources, superior rigional location, convenient transportation, stable rise of resident’s income and great attention from the government. All these do not only provide good resource environment of carrying out sports tourism, but also energize the realization of the development of sports tourism of Tongling city.2. The objective factors influencing Tongling sports tourism include the residents’ages, educational background, income and allocation of free time. And the subjective factors include the public recognition of sports tourism, and their attitude and motivation of taking part in sports tourism. By surveying the public about their satisfaction level of service quality of sports tourism, it is shown that the management of sports tourism is poor and the developed projects are unitary without characteristics. Moreover, the quality of sports tourism employees is reletively limited and they have some problems with regard with ideological cultivation, professional level and service skills, etc. In addition, the sport fields and equipments are not enough to meet the public need.3. Backward ideas lead to low recognition of sports tourism;Product structure is unitary and the developed projects are scattered;Resource development has not been planned and projects are short of characteristics without market guidance;The quality of tourism employees is reletively limited due to lack of theoretical guidance;Publicity intensity is not enough and the effect of promotion activities is undesirable. Whether the develpoed projducts are diverse or not and whether the projects have characteristics or not determine firstly whether they can attract tourists or not and thus influence directly the public enthusiam of taking part in sports tourism.4. Highlight the characteristics of sports tourism resources and exert the characteristic advantage of resources;Orient it at market and stress the combination between need and economic benefits;Combine protective development and utilization and promote the sustainable development of sports tourism;Strengthen macro-regulation of government and the overall plan and coordinative development. Heighten the publicity and promotion intensity to popularize sports tourism.The findings of this research can provide strategic plan for the development of sports tourism of Tongling city and at the same time provide theoretical basis and intelligent support for the functional departments of Tongling municipal government when formulating the development of sports tourism.

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