The Development Strategy of Sports Tourism in Xiamen City

Background and Aim: The goal of this study is to explore and analyze the development strategy of sports tourism in Xiamen City, put forward specific measures to optimize the development, and enhance the competitiveness of the city in the field of sports tourism. The research aims of this paper are (1) to study the current situation of sports tourism in Xiamen City; (2) to develop a strategy for sports tourism in Xiamen City; (3) to evaluate the feasibility of the strategy of sports tourism in Xiamen City. Materials and Methods: This study used the Research and Development research method. Quantitative research includes the use of questionnaires. Qualitative research includes the use of focus group interviews. R1: Determine the theme; consult the relevant literature; focus group discussion to understand the relevant background, characteristic tourism projects, and infrastructure construction of sports tourism (or tourism) in Xiamen; develop Xiamen Sports Tourism Participants Questionnaire and test the reliability and validity of the designed questionnaire, and understanding of the current situation of sports tourism in Xiamen City; SWOT analysis was carried out on the development status of sports tourism in Xiamen. The total population of Xiamen sports tourism participants is about 4.7 million people one year. Through simple random sampling, participate in the survey of Xiamen city sports tourism participants. Finally, a total of 432 people participated in the questionnaire survey, and 9 people participated in the FGD. D1: Through TOWS matrix analysis, the preliminary development strategy of sports tourism in Xiamen is put forward. R2: Connoisseurship to evaluate the feasibility of the strategy proposed in D1. D2: According to the opinions of R2 experts, the strategy is modified, and finally, the development strategy of sports tourism in Xiamen City, Fujian Province, is obtained. Results: The results show that: (1) Xiamen sports tourism has a good performance in participation motivation, consumption behavior, and overall satisfaction, but it still needs to be strengthened in policy publicity, infrastructure construction, and characteristic project development. These problems provide a basis for the subsequent formulation of a more effective sports tourism development strategy. (2) This study proposes 28 strategies through analysis, of which SO, ST, WO, and WT each have 7 strategies. Includes policy-related theory, sports tourism specialty projects, infrastructure-related theory, participation motivation theory, consumer behavior theory, and satisfaction-related theory; explores the seven dimensions of tourism demand-related theory. (3) Through the Connoisseurship meeting of experts, the final result of this study is 16 strategies, including four strategies in SO, ST, WO, and WT. These strategies mainly include strengthening brand effect, optimizing facilities and services, promoting policy advocacy, ensuring safety and quality, reasonable pricing, and developing more projects. Conclusion: The optimization strategy proposed in this study has high feasibility in improving the competitiveness of sports tourism in Xiamen. By integrating event brands, optimizing infrastructure, formulating reasonable price strategies, and strengthening policy publicity, Xiamen can further consolidate its position in China's sports tourism market. In addition, improving tourist satisfaction and promoting sustainable development are the key directions for future development.