“钻石理论”模型下海南海洋体育旅游目的地竞争力现状分析

Analysis on the Status-quo of Hainan Marine Sports Tourism Destination Competitiveness on the Diamond Theory Model

采用文献资料法和考察访谈法等对海南海洋体育旅游环境、游客等进行分析,且用波特"钻石理论"模型四大因素两大变量来分析海南海洋体育旅游目的地竞争力现状。结果表明:一是生产要素方面,海南地理气候资源条件优越,基础设施不足,缺乏专业人才;二是国内需求条件方面,海南地处热带,一年无冬,国内市场前景较大;三是相关和支持产业方面,开发还处于初级阶段,相关产业发展较薄弱,竞争力较差;四是发展结构方面,结构层次分明,海洋型赛事较多;五是机会和政府方面,有国家和政府政策的大力扶持,已出台多种优惠政策。结论与建议:科学合理的开发资源;加大投资力度,加强基础设施,培训高水平专业人才;开发有特色的差异性项目和产品,推动相关产业发展;举办赛事,重视宣传和营销方式,扩大国内外知名度;利用政府相关政策,完善监督和危机管理体系。

Using the literature data method and the inspecting-interviewing method analyzes of the envi- ronment and tourists of Hainan marine sports tourism. And the four factors and the two variables from Potter＇s ＂Diamond Theory＂ model are used to analysis of Hainan marine sports tourism destination competitiveness. The results show that Factors of production： the geographical climate conditions superiority, inadequate infra- structure, lack of compound talents; domestic demand： the domestic market is in a dominant position; com- pletely monopoly in regional related and supporting industries： is still in the primary stage, weak in competi- tiveness; structure： hierarchy structure, holding more and more international competitions; opportunities and government： the break of Maritime Silk Road rebuild, and various preferential policies. Conclusion and sug- gestion ： scientific and rational exploitation of resources; increase investment, strengthen infrastructure, a high level of professional talent training; develop a distinctive difference of projects and products, promote the de- velopment of related industries; organize events, pay attention to publicity and marketing, expand the domes- tic and foreign well-known ; use of government policies, improve supervision and crisis management system.