山东省体育旅游市场结构的现状及优化研究

The Present State Of The Market Structure Of Sports Tourism In Shandong And Its Optimization Construction

山东省拥有丰富的自然资源和人文旅游资源,在体育旅游方面蕴含着巨大的发展潜力,但目前的状况不容乐观。以产业组织理论中哈佛学派的SCP范式为基本分析框架,分析山东省体育旅游业的市场结构、行为与绩效,指出山东体育旅游业的发展具有得天独厚的优势,同时找出体育旅游业存在的问题,在此基础上提出相应的优化对策,以增强山东省体育旅游业的国际竞争力。

There are abundant sports tourist resources in Shandong,and holds huge potentials,but the current fact is not optimistic.According to the industrial organization theory,this paper analyzes the sports tourism market structure in Shandong Province,conduct and performance based on the Harvard School of SCP and makes our sports tourist problems.lt also points out the review correspondently,enhances the international competitiveness of travel agents.