我国赛事体育旅游市场细分及营销对策分析

Analysis about Sports Tourism Game and the Marketing Policy

随着人们对参与性和体验性旅游需求的日益加强,体育旅游越来越受到人们的青睐,而赛事体育旅游是体育旅游最直接的拉动力.基于这方面理论研究的不足,对赛事体育旅游的概念作了简要的综述,根据不同的旅游动机,将赛事体育旅游市场细分为参赛运动员、体育商务旅游者、助威队或球迷、一般体育观众4个部分,对各自的特征作了简要分析,并针对这些特征对赛事体育旅游营销对策提出了注重心理营销、事件营销及名人效应和对赛事旅游举办地的整体营销.

With more and more requirement of sports tasting of tourism day by day more and more people are interested in the sports tourism games. However, the sport game tourism is the motivation of the sports tourism. The authors in this paper made the brief comprehensive study on the sport tourist concept based on the weak theoretic study of the sport tourism. According to the purposes of different tourists there are four groups of sport tourist games such as the sport players who take part in the sport tourism games; the commercial sports tourists; the sport helpers and the sport fans and the general audiences. The authors made a brief analysis to their different particulars and submitted the marketing countermeasures to the sport game tourism and the celebrity effect on the sport tourism.