基于不同消费群体的舟山市运动休闲康养旅游发展路径研究  

Research on the Development Path of Sports Leisure and Health Tourism in Zhoushan Based on Different Consumer Groups

作　　者：郑将栋 ZHEGN Jiangdong(Department of Humanities Social Sciences and Sports,Zhoushan Tourism and Health College,Zhoushan,Zhejiang Province,316111 China)

机构地区：[1]浙江舟山群岛新区旅游与健康职业学院人文社科与体育部,浙江舟山316111

出　　处：《当代体育科技》2022年第23期98-103,共6页Contemporary Sports Technology

基　　金：2021年度舟山市社会科学一般研究课题“基于不同消费群体的舟山市运动休闲康养旅游发展路径研究”科研项目(76);2021年度浙江舟山群岛新区旅游与健康职业学院校级招标重点课题“舟山市运动休闲康养旅游研究”科研项目(11)。

摘　　要：在国家和地方政策的大力支持下,舟山市借助丰富的滨海自然生态和地方人文资源的优势,推出了一系列主题鲜明的运动休闲康养旅游产品。基于对舟山市不同消费群体进行分析,发现存在品牌发展缓慢、交通不便、服务行业滞后、产业融合发展不足等问题。提出对策:以人文资源为载体,打造专题旅游品牌;以游客需求为引导,建设旅游公交体系;推进第三产业发展,提升服务水平;发挥地方资源的优势,区域旅游协同。With the strong support of national and local policies,Zhoushan has launched a series of sports leisure and health tourism products with distinctive themes with the advantages of rich coastal natural ecology and local human resources.Based on the analysis of tourists from different consumer groups in Zhoushan city,it is found that there are some problems such as slow brand development,inconvenient transportation,lagging service industry and insufficient industrial integration development.Countermeasures are put forward:to build special tourism brand with humanistic resources as the carrier;Guided by the needs of tourists,the construction of tourism bus system;Promote the development of tertiary industry,improve service level;Give full play to the advantages of local resources and coordinate regional tourism.

关 键 词：运动休闲 康养旅游 消费群体 产业发展 舟山 

分 类 号：G80-05[文化科学—运动人体科学]