海南省滨海型体育旅游项目发展的SWOT分析

SWOT Analysis of Coastal Sports Tourism Project Development in Hainan Province

《海南省国家体育旅游示范区发展规划(2020-2025)》指出“体育旅游化”和“融体于旅”两大路径,其中以滨海+体育的滨海型体育旅游项目为其重要组成部分。本文采用文献资料、SWOT分析、实地调查等方法,分析海南省滨海型体育旅游项目发展现状与特征,旨在为海南省滨海型体育旅游项目建设与发展提供理论支持与建议。结果表明:①海南省滨海型体育旅游项目优势(S)包括自然资源丰富、体育特色加持、政策支持显著。②劣势(W)包括基础设施建设欠佳、国内竞争力不足、缺乏老年体育项目。③机遇(O)包括国家政策支持、市场需求增加、旅游产业升级等。④威胁(T)包括自然灾害、环保压力、人才匮乏。通过SWOT分析矩阵,可以推演出扭转型、增长型、多元发展型和防御型四种发展策略,据此建议:充分利用政策红利,打造精品项目,优化基础建设,加大宣传力度,完善管理体系,提高旅游品质。

The“Development Plan for Hainan Province National Sports Tourism Demonstration Zone”outlines two major pathways:“sports tourism”and“integration of sports and tourism,”with coastal sports tourism projects as a significant component,particularly those blending coastal elements with sports.This paper utilizes methods such as literature review,SWOT analysis,and on-site investigations to analyze the status quo and characteristics of the development of coastal sports tourism projects in Hainan Province.The goal is to provide theoretical support and recommendations for the construction and development of these projects.The results indicate:(1)Strengths(S)of Hainan Province’s coastal sports tourism projects include abundant natural resources,the enhancement of sports characteristics,and notable policy support.(2)Weaknesses(W)include inadequate infrastructure,insufficient domestic competitiveness,and a lack of elderly sports projects.(3)Opportunities(O)consist of national policy support,increasing market demand,and the upgrading of the tourism industry.(4)Threats(T)encompass natural disasters,environmental pressures,and a shortage of talent.Through the SWOT analysis matrix,development strategies such as turnaround,growth,diversified development,and defensive measures can be deduced.Based on this,recommendations include leveraging policy advantages,creating high-quality projects,optimizing infrastructure,intensifying promotional efforts,improving management systems,and enhancing the overall tourism experience.