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Sports tours are in the limelight
"Going to a city for a sporting event" is soaring in popularity at the moment. A few days ago, with a long and loud whistle, the most beautiful cycling path on the bank of the Fuchun River, Tonglu Cherry Blossom Avenue, Jiande Xin'an Greenway, and Chun'an Asian Games with the same track simultaneously opened the Spring Riding Conference, and a group of 10,000 people on both sides of the three rivers rode bicycles;
◎ Reporter Liu Qing
On March 30, the 2024 New Consumption Promotion Year of Culture, Sports and Tourism Integration was officially launched in Dongziguan, Fuyang, Hangzhou. The event was planned and launched by the Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism, the Hangzhou Municipal Sports Bureau and relevant units, throughout the year, with high-quality event resources as the core, and actively creating special tourism and leisure products focusing on popular sports such as marathon, e-sports, equestrian, and water sports.
Among them, the "Follow the Event in Hangzhou" leisure travel package has been built into a new IP, which not only has the classic route recommendation of "Follow the Event in Hangzhou", but also has a variety of supporting combinations such as transportation, hotel accommodation, car rental and charter, scenic spot tickets, food and catering, etc., and a variety of "sports + tourism" cultural, sports and tourism integration exclusive products are personalized and customized for sale.
Last year, the Asian Games brought the most intensive tourist wave to Hangzhou in recent years. According to data from Meituan and Dianping, as of September 20, 2023, the number of dine-in orders for restaurants in Zhejiang has increased by more than 380% compared with the same period in 2019, and hotels and B&Bs in the host city of Hangzhou and co-host cities such as Ningbo, Wenzhou, Huzhou, Shaoxing, and Jinhua are "hard to find". During the Asian Games, Zhejiang's tourism consumption orders (including hotels, homestays, scenic spot tickets, transportation, etc.) increased by more than 100% compared with 2019, led by Hangzhou, Ningbo and Jiaxing, among which Hangzhou was among the top ten popular destinations in the country during the Mid-Autumn Festival and National Day holiday that year.
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New forms of sports tourism are emerging
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In recent years, with the enhancement of public health awareness and the frequent appearance of international high-level events such as the Winter Olympics and the Asian Games, sports tourism has gradually become a new trend. All localities have taken measures to promote the deep integration of sports and cultural tourism by relying on their own resource endowments, so that the "traffic" brought by sports events can be transformed into the "retention" of cultural tourism consumption.
Wang Xinyue, director of the Tourism Development and Planning Teaching and Research Department of Ocean University of China, told reporters that "following the event to travel" reflects the strong role of sports events in promoting the development of urban tourism. At the same time, this kind of event economy also provides development opportunities for some small cities with their own unique sports events.
For example, the Zhoushan Marathon and other sports events have a very obvious driving effect on the cultural and tourism industry, and the participants and spectators will participate in sports events and visit the local scenery, taste local food, feel the local fireworks and culture, and fully combine it, so as to effectively promote the integrated development of culture, sports, tourism and other industries in a wider range and deeper degree.
With the rise of the trend of national fitness, the demand for experiential and personalized tourism of tourists is growing, and a number of new forms of tourism with sports characteristics are emerging.
According to Wang Jinwei, an associate professor at the School of Tourism Science at Beijing Second University of Foreign Chinese, each region has its own unique natural and cultural resources, and sports events related to these resources can be held, such as mountain bike races, ski competitions, beach volleyball competitions, etc.
At the same time, through the construction of stadiums, fitness paths, etc., it provides a place for tourists to carry out sports activities. "In addition to holding sports events, sports and cultural activities can also be held to integrate sports and culture, provide more diversified experiences to tourists, and gradually create a sports tourism brand with local characteristics to attract more tourists. In addition, high-quality catering, accommodation, transportation and other services are provided to ensure that tourists can enjoy a comfortable travel experience while participating in sports activities. ”
Taking this "Follow the Event to Hangzhou" as an example, in addition to the 2024 "Follow the Event Tour in Hangzhou" plan, the cultural, sports and tourism integration products of the same name will be launched simultaneously on platforms such as Fliggy Travel and Discover Hangzhou Cultural Tourism General Entrance, including the first batch of "quota + hotel" cultural, sports and tourism integration products for three events, including the 2024 Fuyang Fuchun Mountain Residence Half Marathon, Hangzhou Hugging Buddha Foot Mountain Race, and 2024 Qiantang Women's Half Marathon.
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The best time to establish a hometown tour IP
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The countryside has green mountains and green waters, birds and flowers, rich natural resources, first-class ecological environment, is a good place for sightseeing and leisure, how to attract target tourists into the countryside "food, housing, transportation, travel, shopping, entertainment", to create distinctive rural sports tourism resources, is to create characteristic sports tourism projects, accelerate the development of industrial diversification of a good time.
Last year, the influence brought by the development of the integration of sports and agriculture in Shaoxing, Zhejiang Province produced an "Internet celebrity effect" in the development of rural industries and the popularity of agricultural products, so that the agricultural products that no one cared about were once out of stock.
For example, on the day of the "Xinchang Rose Garden Sports and Agriculture Integration Competition", the small peanuts that had just been harvested on the farm were robbed, and in order to meet the needs of tourists, online ordering was opened, which opened up the sales of peanuts. There is also the "Bamboo Shoot Digging Competition" held in Xialu Town, only one competition makes the common bamboo shoots stand out and become a symbol of Xialu agricultural products, and at the same time starts the popularity of Xialu Rural Tour.
Similar cases include the Yangtze River Delta Forest Camping Conference Shengzhou Station with fire snack economy, camp resources, Jidong Town Orienteering best-selling Xianghua series products, etc., it can be said that sports events tour the countryside, a tour will be a hit.
The success of sports events in the countryside stems from the infinite vitality of sports, which is the source of health, happiness and upward spirit. Sports events should fully combine rural characteristics, base themselves on resources, establish brand awareness, strengthen the integration of sports and tourism, and promote "an event to start an IP and promote an industry". For example, Shaoxing Fusheng's "Matcha Marathon" has successfully led to the reputation of tea country prosperity, pleasure and prosperity, beauty and prosperity, and is the first choice for poetry and distance in the hearts of tourists.
It is understood that the tourism industry of sports events accounts for 25% of the tourism industry in developed countries, while the mainland accounts for only 5% at present, which is still in the state of "pre-marketization", and belongs to the "blue ocean" stage with good prospects and huge space. Explore and create sports events suitable for rural tourism, agricultural product production and marketing, research and study tours, camping and picnics, accommodation and health preservation, etc., and the rural entities and event operators should work together to gather momentum and seek long-term results.
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Pay attention to the forward saving mode
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This year, Hangzhou plans to hold more than 450 sports events at or above the district level, including nearly 100 international and national sports events, covering 35 sports such as football, basketball, volleyball, badminton, swimming, e-sports, and canoeing.
The 2024 BWF World Tour Finals will be held at the Hangzhou Olympic Sports Center Gymnasium, the world's first international canoe competition that combines two Olympic canoe events (sprint kayak and slalom kayak) and two non-Olympic events (canoe marathon and kayak ball) in the same event - the first international canoe "Hangzhou Super Cup" will be held at the Fuyang Water Sports Center, and the 2024 FIH World Women's Hockey Super League Season 6 (China), 2024 World Drone Racing Championship ......
Regardless of the number of events, the level of events or the types of events, they have been significantly improved, and related cultural, sports and tourism integration products will also be launched one after another, and more than 20 events will be held in the upcoming April alone.
While sports events bring a large number of tourists to the venue of the event, they also force local governments to improve the level of public services, innovate the form of tourism products, enrich the tourism connotation, attract tourists to stay, and turn "flow" into "retention".
Wang Xinyue believes that the "traffic" brought by sports events can be transformed into the "retention" of cultural tourism consumption, which can be done from four aspects:
The development of the event economy should be based on the integration of the tourism industry chain, do a good job in the transformation of achievements, enrich the construction of infrastructure, improve the reception capacity, coordinate tourism resources, form a virtuous circle of the industrial chain, and leave enough space for subsequent development.
Do a good job in long-term planning, make the service items coherent, gradually supporting the facilities, meet the curiosity of tourists, maintain freshness, in order to "bring in" tourists, but also "retain", the formation of tourism "long-term consumption".
Pay attention to the protection of IP in new business formats and strengthen the support of technical elements.
Pay attention to the construction of the atmosphere of sports events. The soul of the event lies in the sense of atmosphere, and the construction of the sense of atmosphere comes from the masses who love sports and pay attention to sports.
Wang Jinwei suggested that to create "sports + tourism" products, combine sports events and tourist attractions, and create unique "sports + tourism" products, such as "events + sightseeing" and "events + experience" to attract tourists to consume. Through mobile Internet, big data and other technological means, we can understand the needs and behaviors of tourists, provide personalized services, and improve the satisfaction and loyalty of tourists. Establish long-term cooperative relations with travel agencies, hotels, restaurants and other enterprises to jointly promote sports tourism products and attract more tourists.
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详见《江南游报》2119期第9版
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