自媒体背景下合肥市岸上草原体育旅游产业的SWOT分析及传播研究

SWOT Analysis and Communication Research on the Sports Tourism Industry of Hefei Shore Grassland in the Context of"We Media"

体育旅游业成为现代体育产业新的增长点。本文通过SWOT分析法对合肥市滨湖区岸上草原体育旅游产业进行研究。结果表明:①合肥市岸上草原旅游景区存在较好的地域优势及政策优势;②存在大众传播认知度低、体育旅游地区符号建设缺失、社会传播手段单一等劣势;③利用自媒体优势,转变传统推广模式,加强地区品牌符号建设,从而为实现合肥市岸上草原旅游产业的良性发展,为促进相关类型体育旅游产业发展提供借鉴。

Sports tourism has become a new growth point of modern sports industry.This paper studies the coastal grassland sports tourism industry in Binhu District of Hefei by SWOT analysis.The results show that:①There are good regional advantages and policy advantages in coastal grassland tourist attractions in Hefei;②There are disadvantages such as low awareness of mass communication,lack of symbol construction in sports tourism areas and single means of social communication;③Make use of the advantages of self-media,change the traditional promotion mode and strengthen the construction of regional brand symbols,so as to realize the benign development of coastal grassland tourism industry in Hefei and provide reference for promoting the development of related sports tourism industries.