体育旅游整合营销与管理研究综述

Integrated Marketing for Sports Tourism and Management Review

伴随着体育旅游实践的蓬勃发展,体育旅游理论研究也取得了很大进展,但是相对于实践发展的需要来看,仍有一些研究上的新问题需要深入探讨,如何运用整合营销理论指导我国体育旅游营销的开展,提升我国体育旅游竞争力已成为迫切需要解决的问题。本文在对体育旅游营销与管理研究进行综述的基础上,提出了开展体育旅游整合营销的必要性和未来研究的方向。

With the prosperous development of sports tourism, researches on sports tourism have also made great progress. However, at present, some new problems need in-depth research. In particular, it has become an urgent problem as to how to make use of integrated marketing theory to guide our country to carry out the marketing of spots tourism and enhance China＇s competitiveness of sports tourism. By making the review of sports tourism marketing and management research, this paper points out the necessity of carrying out integrated marketing, and makes clear the direction of future research.