基于市场化导向的旅游型特色体育小镇构建探索——以新西兰皇后镇为例

Exploration on the Construction of Sports-type Sports Towns Based on Market-oriented Tourism——A Case Study of Queenstown,New Zealand

我国特色小镇正在如火如荼地构建,体育小镇则是特色小镇建设中不可忽视的一个门类。采用文献研究、逻辑分析、案例对比等研究方法,从新西兰皇后镇的管理、投资运营和市场定位三方面出发,得出新西兰皇后镇作为体育小镇在休闲体育产业中占据重要份额的原因在于政府、资本、市场的多方配合。从新西兰皇后镇的发展经验,可以作为改革和完善我国现阶段地方政府对小镇开发的资源管理方式参考;尝试利用资本对当地产业发展方向加以管理和开发;通过对市场细分与开拓,发掘与小镇本土定位相匹配的消费群体,满足不同体育旅游需求,达到体育小镇发展建设的重要要求。

Our country characteristic small town is in full swing construction. The sports town is a part of the construction of thecharacteristic town.Based on the research methods of literature research, logical analysis and case comparison, from the management,investment operation and market orientation of New Zealand’s Queenstown, this paper concludes that the reason why New Zealand’sQueenstown occupies an important share in leisure sports industry is the cooperation of government, capital and market. Fromthe development experience of Queenstown in New Zealand, we can make a continuous reform and improvement of the resourcesmanagement mode of local government to the development of small town, try to use capital to manage and develop the direction oflocal industry development; Meet the needs of different sports tourism to achieve the important requirements of the development andconstruction of sports town.