我国沿海城市体育旅游的SWOT分析与应对策略研究——以连云港为例  

SWOT Analysis and Strategical Research of Lianyungang ′s Sports Tourism

作　　者：尹斯年[1] 张磊[1] 程志理[2] 王爱丰[3] 

机构地区：[1]盐城工学院体育与艺术教学部,江苏盐城224051 [2]江苏省体育科学研究所,江苏南京210024 [3]南京体育学院,江苏南京210024

出　　处：《南京体育学院学报（社会科学版）》2009年第6期59-63,共5页Journal of Nanjing Institute of Physical Education

基　　金：江苏省体育局局管课题;立项编号:TY9312

摘　　要：采用文献资料、比较分析等方法,对连云港发展体育旅游的SWOT(优势,劣势,机遇,威胁)进行系统分析。研究结果表明:连云港有着丰富的自然环境、区位交通和旅游资源等优势,为连云港发展体育旅游事业奠定了坚实的基础;连云港还存在城市经济的发展制约体育旅游的发展等七方面的劣势;可替代旅游资源影响游客出游决策等三方面的威胁。目前连云港有政府的支持与重视为发展体育旅游事业明确了目标等四方面的机遇。并对连云港发展体育旅游的产品策略、价格策略、销售渠道策略和促销策略等四方面进行应对策略研究。In this paper, literature review and comparative analysis were used to analyze the ＂SWOT＂ （ strengths, weaknesses, opportunities, threats ） of sports tourism development in the city of Lianyungang. Results showed that： Lianyungang exhibited great advantages in natural, local traffic and tourism resources, which were basic elements for the development of sports tourism. On the other hand, there were restricting factors from urban economical growth towards sports tourism and threatening impacts from substitutable tourism resources towards visitor＇s traveling. The strategies were analyzed from following aspects： product, price, marketing, and promotion regarding the development of Lianyungang＇s sports tourism.

关 键 词：连云港 体育旅游 发展 策略 

分 类 号：G812.7[文化科学—体育学]