皖南地区体育旅游产品设计与推广策略

Design and Promotion Strategy of Sports Tourism Products in the Southern Anhui Region

运用文献资料法、逻辑分析法、实地考察法等研究方法,以体育旅游相关理论为导向,运用RMP模式(宏观)与TAI(微观)两个导向设计模式,结合皖南地区的旅游资源产品可开发的实际情况进行研究与分析。研究认为:现阶段的皖南地区体育旅游产品设计应遵循整体规划、独特性、多元化、综合效益相结合四个原则。提出定位客源市场区域,掌握客源市场类型;运用市场营销策略,保障体育产品畅销;创新体育资源开发,加大宣传旅游力度;提高设计与开发投入,增加体育旅游产品效益。旨在促进皖南地区体育旅游健康可持续发展,并且对提高皖南地区体育旅游资源产品的知名度、竞争力、社会影响具有指导与借鉴意义。

Adoping documantation logical analysis method,field investigation method and other research methods,guided by the sports tourism relating theory,using RMP mode(macro)and TAI(micro)two oriented design modes,this paper studied the actual situation of tourism resources products in southern Anhui.The study believes that the current sports tourism products’design in southern Anhui should follow the four principles of combining overall planning,uniqueness,diversity and comprehensive benefits.This paper puts foward locating source market area,mastering customer market type;adopting marketing strategy to ensure sports products;innovating sports resources development,increasing publicity tourism efforts,improving design and development costs and increasing the efficiency of sports tourism products.The aim is to promote the healthy and sustainable development of sports tourism in southern Anhui,and this paper has guidance and reference significance for improving the popularity,competitiveness and social influence of sports tourism resource products in southern Anhui.