A070: Research on the Promotion Strategy of Sports Tourism ConsumptionBased on Consumer Evaluation

Background/Purpose: Recently, challenges coupled with constraints such as shrinking demand and weakening consumption expectations have greatly increased the complexity and vulnerability of the internal and external environment of the sports tourism consumption system. Consumer evaluation is an important way of consumption decision-making reference and information exchange, which affects consumers' purchase decision, consumption experience, habits and attitude. Sports tourism boutique project is a consumption project and key consumption content with sports tourism characteristics. The purpose of this study was to conduct an analysis of the consumption evaluation of specific Chinese sports tourism boutique projects through the user evaluation data from Ctrip network, and to conduct in-depth analysis from the dimensions of consumer evaluation, cognition, experience and consumer attention in order to provide practical reference for the consumption promotion policies under uncertain conditions. Methods: This study used Rost CM6 text analysis software to analyze some of the projects that were rated as China 's sports tourism boutiques from 2014 to 2023. It mainly analyzed Longhe Wetland Greenway ( boutique route ), Taishan Scenic Area, Qingdao Olympic Sailing Center ( boutique scenic area ), Taishan International Mountaineering Competition and National Fitness Mountaineering Hiking ( boutique event ), Rizhao City ( boutique destination ) and other typical sports tourism consumption representative projects. The descriptive analysis of the overall evaluation of consumption and consumption emotion was carried out. Further in-depth analysis of consumer concerns and focus of consumption were made to enhance the sports tourism consumption policy. Results: From the perspective of consumption evaluation results, consumers' scores on sports tourism boutique projects are higher, with an average of more than 4 points, indicating relatively satisfactory. Tourism consumers mainly focused on three categories as scenic spot service, environment, transportation and accommodation. Through the analysis of the classification of the sources of consumer bad reviews, consumer bad reviews mainly came from accommodation transportation, service management, business, environment and culture. Conclusion: The study indicated that the complexity and dynamics of sports tourism consumption system itself are the main sources of uncertainty. This requires that policy responds more actively to dynamic changes such as environmental and demand, expanding consumer demand and realizing the expansion of consumption policies and consumer entities in sports tourism consumption.