The concept, characteristics, classification and development trend of 1. sports tourism

1.1 the concept of sports tourism

Sports tourism is a comprehensive form of tourism, involving sports, tourism, culture, economy and other fields. According to the "Guiding Opinions on Vigorously Developing Sports Tourism", the definition of sports tourism is "tourism whose main purpose is to participate in or watch sports activities, including participatory sports tourism and ornamental sports tourism". Participatory sports tourism refers to the tourism in which tourists participate in various sports or fitness and leisure activities at the tourist destination or on the way, such as mountain climbing, cycling, skiing, diving, marathon, etc. Ornamental sports tourism refers to the tourism in which tourists watch various sports events or performances at the tourist destination or on the way, such as the Olympic Games, the World Cup, NBA, F1 and so on.

Characteristics of 1.2 Sports Tourism

Sports tourism has the following characteristics:

Sports tourism is a kind of dynamic tourism. Tourists need to actively participate in or watch sports activities in the process of tourism, experience the fun and challenges of sports, and meet their own health, entertainment, and social needs.

Sports tourism is a kind of diversified tourism. Tourists can choose different sports tourism projects according to their own interests, abilities, time, budget, etc. Sports tourism projects can also be combined with other tourism projects to form rich tourism products.

Sports tourism is a kind of innovative tourism. Tourists can discover or create new sports tourism projects in the tourist destination or on the way, such as extreme sports, sports cultural heritage, sports theme parks, etc. Sports tourism projects can also be constantly updated or improved to meet the changing needs of tourists.

Sports tourism is a kind of sustainable tourism. When tourists participate in or watch sports activities, they can enhance their physical, psychological, emotional and other aspects of quality, improve the quality of life and happiness, at the same time, sports tourism can also promote the economic, social and environmental development of tourism destinations, and realize the win-win situation of tourists and tourism destinations.

Classification of 1.3 Sports Tourism

According to the purpose of sports tourism, content, form, scale and other different dimensions, sports tourism can be divided into different types.

Development Trend of 1.4 Sports Tourism

As a new form of tourism, sports tourism has shown a rapid development trend in China in recent years, which is mainly affected by the following aspects:

National policy support. "Healthy China 2030" Planning Outline, "Guiding Opinions on Vigorously Developing Sports Tourism", "Action Plan for Further Promoting Sports Consumption (2019-2020)", "Guiding Opinions on Accelerating the Development of Fitness and Leisure Industry"

National policy documents have clearly put forward the goals and measures to promote the integrated development of sports and tourism, build a sports tourism brand, cultivate a sports tourism market, and meet the growing needs of the people for sports tourism.

Changes in consumer demand. With the development of my country's economy and society and the improvement of people's living standards, consumers' demand for tourism has changed from simple sightseeing tours to experience tours, theme tours, in-depth tours, etc., and they have a higher quality, personality, and diversity of tourism. High requirements. Sports tourism, as a form of tourism that can meet the multiple needs of consumers, such as health, entertainment and social interaction, has been favored by more and more consumers, especially young consumers, who pay more attention to tourism experience and innovation. more willing to participate in or watch sports activities, sports tourism has become their first choice.

The abundance of sports resources. China is rich in natural and cultural sports resources, such as mountains and rivers, deserts, grasslands, islands, lakes, rivers, forests, ice and snow and other natural landscapes, as well as international events such as the Olympic Games, the World Cup and the World Championships, as well as sports buildings such as the Water Cube, the Bird's Nest and the Olympic Park, which provide a broad space for sports tourism.

Characteristics, needs and behaviors of 2. sports tourism consumers

Characteristics of 2.1 Sports Tourism Consumers

Sports tourism consumers refer to tourists who participate in or watch sports activities during the tourism process. They have the following characteristics:

The age structure of sports tourism consumers shows a younger trend, mainly concentrated in the 20-40-year-old group of young people, they have a higher level of education, income level and consumption ability, have a strong interest in sports tourism and demand.

The gender structure of sports tourism consumers shows more men than women, mainly because men prefer to participate in or watch competitive, stimulating and challenging sports activities, while women prefer to participate in or watch leisure, fitness and cultural sports activities.

The psychological characteristics of sports tourism consumers are positive, optimistic, open, innovative, curious, adventurous and so on. They pursue the experience and enjoyment of sports tourism, are not afraid of difficulties and risks, are willing to try new sports tourism projects, and seek personalized and differentiated sports tourism products.

2.2 Sports Tourism Consumer Demand

The needs of sports tourism consumers refer to the satisfaction they expect in the process of sports tourism, mainly including the following aspects:

health needs. By participating in or watching sports activities, sports tourism consumers can enhance their physical fitness, prevent and treat various diseases, improve immunity and stress resistance, and maintain physical and mental health.

Entertainment needs. By participating in or watching sports activities, sports tourism consumers can obtain happiness and satisfaction, release pressure and emotions, adjust their psychological state, and enjoy life.

social needs. By participating in or watching sports activities, sports tourism consumers can meet and communicate with different people, expand interpersonal relationships, enhance friendship and trust, and satisfy their sense of belonging and identity.

Learning needs. By participating in or watching sports activities, sports tourism consumers can learn and master new sports skills, understand and feel different sports cultures, improve their knowledge and literacy, and meet the sense of growth and progress.

identification needs. By participating in or watching sports activities, sports tourism consumers can express and show their personality and value, win the respect and praise of others, and satisfy their sense of self-esteem and self-confidence.

Consumer Behavior of 2.3 Sports Tourism

The behavior of sports tourism consumers refers to their specific behaviors in the process of sports tourism, mainly including the following aspects:

purchasing behavior of sports tourism consumers. When purchasing sports tourism products, sports tourism consumers will choose different purchase channels and methods, such as online, offline, direct, indirect, booking, on-site, etc., according to their own needs, budget, preferences, etc., in order to obtain the best Purchase experience.

consumer participation behavior in sports tourism. When sports tourism consumers participate in or watch sports activities, they will choose different ways and degrees of participation according to their own abilities, interests, purposes, etc., such as active, passive, positive, negative, full, partial, etc., in order to obtain the maximum participation effect.

Evaluation behavior of sports tourism consumers. After sports tourism consumers finish sports tourism, they will evaluate and feedback sports tourism products according to their expectations, feelings, satisfaction, etc., such as scoring, commenting, sharing, complaints, suggestions, etc., in order to express their views and emotions.

The Purpose, Methods and Steps of 3. Sports Tourism Consumer Research

The Purpose of 3.1 Sports Tourism Consumer Research

Sports tourism consumer research refers to the process of systematic collection, analysis and interpretation of the characteristics, needs and behaviors of sports tourism consumers. Its main purposes are as follows:

To understand the market size, structure, distribution and characteristics of sports tourism consumers, and to provide the basis for the division and positioning of sports tourism market.

Identify the needs, preferences, motivations and satisfaction of sports tourism consumers, and provide guidance for the development and improvement of sports tourism products.

To predict the behavior changes, demand changes and market trends of sports tourism consumers, and to provide support for the innovation and development of sports tourism.

Research Methods of 3.2 Sports Tourism Consumers

The methods of consumer research in sports tourism are divided into qualitative and quantitative methods, which complement each other, as follows:

Qualitative methods. Qualitative methods refer to the in-depth exploration and understanding of the characteristics, needs, and behaviors of sports tourism consumers through unstructured or semi-structured methods, including interviews, focus groups, observations, and case studies. The advantage of qualitative methods is that rich details and inherent logic can be obtained, but the disadvantage is that it is difficult to quantify and promote.

Demand, behavior, etc., mainly including questionnaires, experiments, mathematical statistics, etc. The advantage of the quantitative approach is that objective data andConclusionBut the disadvantage is that it is difficult to capture complex phenomena and meanings.

A combination of qualitative and quantitative methods. The combination of qualitative and quantitative methods refers to the flexible use of qualitative and quantitative methods in sports tourism consumer research according to different purposes and stages to make them complement and verify each other and improve the effectiveness and credibility of the research. For example, you can first use qualitative methods to conduct exploratory research to discover the problems and assumptions of sports tourism consumers, then use quantitative methods to conduct confirmatory research to test the laws and relationships of sports tourism consumers, and finally use qualitative methods to conduct explanatory research to understand the motivation and significance of sports tourism consumers.

Steps of 3.3 Sports Tourism Consumer Research

The steps of sports tourism consumer research mainly include the following aspects:

Identify research objectives. Research objectives refer to the specific content and scope of sports tourism consumer research, which should be clearly and concretely expressed according to the actual situation and needs of sports tourism, such as the demand structure, behavior pattern and satisfaction level of sports tourism consumers.

Design research plan. The survey plan refers to the specific methods and steps of the survey of sports tourism consumers. According to the survey objectives and resources, the methods, tools, samples, time, place and personnel of the survey should be reasonably selected and arranged, such as selecting questionnaires, interviews, observation and other methods, designing the questions, indicators, scales and other tools of the survey, and determining the sample size, sample characteristics, sampling methods and other samples of the survey, schedule, location distribution, personnel division, etc.

Implementation of research activities. Research activities refer to the specific implementation process of sports tourism consumer research. According to the research plan, the methods, tools, samples, time, place, personnel, etc. of the research should be strictly implemented and supervised. For example, according to the scheduled time and place, sample tourists should be given or returned questionnaires, or interviews or observations should be conducted to ensure the quality and efficiency of the research.

Analysis of research data. Research data refers to the specific results and output of sports tourism consumer research. According to the research objectives and methods, the research data should be scientifically processed and analyzed, such as data cleaning, sorting, coding, entry and other processing, as well as data description, inference, correlation, modeling and other analysis, so as to obtain the research data andConclusion。

Preparation of research reports. Research report refers to the final results and display of sports tourism consumer research, should be based on research objectives and data, standardized writing and presentation of research reports, such as research background, objectives, programs, activities, data,Conclusion, suggestions and other contents, as well as research charts, appendices, references and other attachments, make the research report complete, logical, readable and operable.

Application and Value of 4. Sports Tourism Consumer Research

The Application of 4.1 Sports Tourism Consumer Research

The application of sports tourism consumer research refers to the results and suggestions of sports tourism consumer research, applied to the practice of sports tourism, in order to improve the effect and level of sports tourism, mainly including the following aspects:

Division and positioning of sports tourism market. Through sports tourism consumer research, we can understand the market scale, structure, distribution and characteristics of sports tourism consumers, so as to divide the sports tourism market into different market segments according to the characteristics, needs and behaviors of different sports tourism consumers, such as participation and appreciation, sports and fitness, leisure and challenge, and then choose the appropriate target market according to the attractiveness and competitiveness of different market segments, for example, for young, high-income, high-education sports tourism consumers, it is positioned as a high quality, high-innovation, high-experience sports tourism product.

Development and improvement of sports tourism products. Through the research of sports tourism consumers, we can identify the needs, preferences, motives and satisfaction of sports tourism consumers, so as to develop and improve sports tourism products that meet their needs and expectations according to different sports tourism consumers, such as developing and improving sports tourism products with fitness functions, such as yoga, tai chi, running, etc., according to the health needs of sports tourism consumers. According to the entertainment needs of sports tourism consumers, develop and improve recreational sports tourism products, such as fishing, horse riding, boating, etc.; According to the social needs of sports tourism consumers, develop and improve social sports tourism products, such as marathon, football, basketball, etc.; According to the learning needs of sports tourism consumers, develop and improve learning sports tourism products, such as Olympic Games, World Cup, NBA, etc.; According to the recognition needs of sports tourism consumers, development and improvement of sports tourism products with identity, such as sports cultural heritage, sports theme parks, sports stars, etc.

Choose appropriate purchase channels and methods, such as online, offline, direct, indirect, booking, on-site, etc., to provide competitive and preferential sports tourism products, such as sports tourism packages, discounts, gifts, guarantees, etc., to promote the purchase and consumption of sports tourism consumers; according to the participation behavior of sports tourism consumers, choose the appropriate participation method and degree, such as active, passive, positive, negative, whole process, part, etc., provide quality and effective sports tourism services, such as guidance, assistance, supervision, evaluation, reward, etc. of sports tourism projects, so as to enhance the participation and experience of sports tourism consumers; According to the evaluation behavior of sports tourism consumers, choose appropriate evaluation channels and methods, such as scoring, comments, sharing, complaints, suggestions, etc, provide feedback and improved sports tourism mechanism, such as sports tourism project collection, analysis, response, improvement, reward, etc., in order to improve the satisfaction and loyalty of sports tourism consumers.

Support and development of sports tourism innovation. Through the research of sports tourism consumers, we can predict the behavior change, demand change and market trend of sports tourism consumers, so as to support and develop the innovation of sports tourism according to the change and demand of different sports tourism consumers. For example, according to the behavior change of sports tourism consumers, we can innovate the information, purchase, participation and evaluation of sports tourism, such as using big data, artificial intelligence, virtual reality and other technologies, provide a smarter, more convenient and more immersive sports tourism experience; according to the changes in the needs of sports tourism consumers, innovate the content, form, price, time, location and other elements of sports tourism, such as developing more yuan, more personality and more differences Sports tourism products to meet the needs of different sports tourism consumers; according to the market trend of sports tourism, innovate the brand, model, and cooperation of sports tourism, such as creating a more influential, more distinctive, and more valuable sports tourism brand, exploring a more effective, more flexible, and more sustainable sports tourism model, and establishing a broader, Deeper and more mutually beneficial sports tourism cooperation.

The Value of 4.2 Sports Tourism Consumer Research

The value of sports tourism consumer research refers to the benefits and contributions to the development of sports tourism through sports tourism consumer research, mainly including the following aspects:

value to sports tourism consumers. Sports tourism consumer research can make the characteristics of sports tourism consumers, demand, behavior and so on to better understand and meet, so as to improve the sports tourism consumer experience and satisfaction, enhance the health of sports tourism consumers, entertainment, social, learning, identity and other aspects of the quality and ability, improve the quality of life and happiness of sports tourism consumers.

The value of sports tourism enterprises. Sports tourism consumer research can make the market, products, marketing, innovation of sports tourism enterprises get better support and development, so as to improve the sports tourism effect and level of sports tourism enterprises, enhance the competitiveness and profitability of sports tourism enterprises, and enhance the brand image and social responsibility of sports tourism enterprises.

value to sports tourism destinations. Sports tourism consumer research can make the resources, environment, culture and economy of sports tourism destinations better protected and utilized, so as to improve the attractiveness and carrying capacity of sports tourism destinations, enhance the development and benefits of sports tourism destinations in terms of economy, society and environment, and enhance the popularity and reputation of sports tourism destinations.

value to the sports tourism industry. Sports tourism consumer research can make the standardization, supervision, cooperation and development of sports tourism industry better promoted and promoted, so as to improve the quality and scale of sports tourism industry, enhance the innovation and vitality of sports tourism industry, and enhance the status and role of sports tourism industry.

5. epilogue

Sports tourism is a comprehensive form of tourism and a new driving force for the high-quality development of tourism. Sports tourism consumers are the main body and core of sports tourism, and the driving force and direction of the development of sports tourism. Sports tourism consumer research is an important sports tourism management tool, is the support and guarantee of the development of sports tourism. From the concept, characteristics, classification and development trend of sports tourism, this paper analyzes the characteristics, needs and behaviors of sports tourism consumers, discusses the purpose, methods and steps of sports tourism consumer research, and shows the application and value of sports tourism consumer research in the light of the actual case of Shangpu Consulting Company. It is hoped that this paper can provide some reference and enlightenment for the theory and practice of sports tourism, and make some contributions to the development of sports tourism.