2016 for the sports industry，It is a lively year，A series of sports and related industry policies have been introduced before，From the perspective of these policies，Sports and related industries will occupy an increasingly important position in China’s future economic development。In line with the policy，People from all fields in the economic market have also accelerated their deployment in sports and related industries。

The sports craze that has lasted for nearly a year has not cooled down as the end of the year is approaching，December 22，The National Tourism Administration and the State Sports General Administration jointly issued the "Guiding Opinions on Vigorously Developing Sports Tourism" (hereinafter referred to as the "Opinions")，"Opinions" points out that by 2020，The total number of sports tourists reaches 1 billion，Accounting for 15% of the total number of tourists，The total consumption of sports tourism exceeds 1 trillion yuan。One stone stirs up a thousand waves，But faced with such an attractive prospect，Some people are starting to calm down、Thinking，Some even began to doubt the achievability of numbers。How do the numbers come from，How to calculate the proportion，We will not discuss a series of issues such as how to achieve the goal，Because the development of sports tourism in China is still weak at this stage、When we are still in the initial stage, it will always feel difficult to be comprehensive、Express accurately，We might as well discuss it from the most basic level。

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1. The definition of sports tourism from the perspective of “tourism” attributes

Simplify the concept of sports tourism，It and exhibition tourism、Red tourism and other content-based subcategories are essentially the same，They are all segmented tourism activities resulting from differences in content。Simply understand it literally，Sports tourism should include activities with both sports and tourism attributes，And use tourism as a presentation carrier。According to the attributes of traditional tourism，Tourists are attracted by some attraction or come to a different place for some purpose、Non-long experience activities (including entertainment purposes、Leisure vacation、Business, etc.)，From this perspective，Sports-related content should be the core of sports tourism，188bet sports betting app download An attraction for sports tourists，It includes tourists or participating in sports activities，Or watch sports games，or expansion training，Or sports and cultural experience，Or leisure vacation, etc.，A series of activities are centered around the core of "sports"。

2. Looking at the characteristics of sports tourism from the perspective of "sports" attributes

Tourism itself is a very inclusive concept，With the development of society、Consumption upgrade，The boundaries of tourism are more blurred，Wider accommodation，In this context，The integration of sports and tourism is deeper，Its coverage is also larger，The boundaries of time and space become more blurred。But due to the difference in core attraction，Sports tourism shows characteristics different from other tourism activities。

Sports is a physical education activity and social and cultural activity。Taking into account both educational and cultural content，Relatively speaking, it is a more complex social activity，Guided by this core feature，Sports tourism has the following characteristics:

①The boundaries of group differences are more obvious。The most basic manifestation of the educational nature of sports is that sports activities require certain knowledge and skills。Compared to other tourism activities，Sports tourism has certain “threshold” restrictions，For example, a group of novices in a certain sports activity、Learner、Senior enthusiasts, etc.。Traditional leisure and vacation tourism has no obvious group boundaries，The impact of group differences on the industrial structure of sports tourism。

②Group stickiness is relatively stronger。Group differences lead to the high stickiness of some groups such as senior enthusiasts to sports tourism。In addition，Education is a repetitive activity，Therefore, the group’s stickiness to sports activities increases during the continuous “education” process，This will increase the stickiness of sports tourism，can be considered，Sports tourism is an activity that can easily increase stickiness。

③The characteristics of local life are more obvious、Consumption frequency is relatively higher。Many outdoor activities tend to be more life-oriented，Easier to form short-term、High frequency sports tourism form。

④Lower price sensitivity。According to relevant investigation，Among the respondents who love sports tourism，59.9% of people said that as long as it is a sport they like，Will attend whether at home or abroad，The high viscosity brought by sports makes this group less sensitive to price during sports tourism，Somewhat similar to the fan economy。

What are the conditions that promote economies of scale in sports tourism?

The large-scale development of sports tourism depends on two basic conditions，That is, the two terminals of resources and requirements，Form the most basic supply and demand backbone，Based on this，By linking relevant links、The field has derived a complete industrial chain。In resource terminal，You can continue to subdivide according to the different status of the product，Transformable resources are first converted into scenes/venues required for sports tourism products、188bet Online Sports Betting and Casino Content and other primary product forms，Integrate "eat、Live、row、游、Purchase、Entertainment" and other related basic element resources，Processed to form a complete sports tourism product，It is also the ultimate resource form in the industrial chain，Final products that can be provided directly to users。At the demand terminal，Accumulation of the amount to be completed，Promote the formation of the entire industrial chain，Complete the transformation from quantitative change to qualitative change。In marketing and other aspects, it will ultimately improve the efficiency of the entire industry chain。

Every link in the sports tourism industry chain can derive a variety of economic forms，Can also be integrated with more fields or forms，Form a large-scale sports tourism economy。But judging from the current domestic development status，The two basic terminals are still in the initial stage of development。

On the resource side，The transformation of scenes/site facilities is relatively easy with policy support，Relying on the development of tourism，Other basic element resources such as food, housing and transportation have taken a certain shape and scale，The creation and final integration of sports content is difficult。The current domestic sports industry is mainly based on sports equipment and other manufacturing industries，Weak sports IP capability。

Only when the demand reaches a certain scale，Complete the transformation from quantitative change to qualitative change，In order to promote the emergence of a complete industrial chain and the ecologicalization of the industry。On the demand side of sports tourism，The current demand market may still need to continue to accumulate。According to relevant investigation findings，Only 8 respondents have participated in sports tourism.4%，46.8% said “they have never heard of sports tourism”。In 2015, the number of people in my country who regularly participated in physical exercise was close to 400 million，Outdoor sports enthusiast has reached 1.300 million people，Although the current demand side of sports tourism is relatively still in the market of some groups，But based on the increase in participants in sports activities，And the economic foundation brought by income growth、Power brought by consumption upgrade，There is still a lot of room for growth in the sports tourism market in the future。

Corresponding consumer group structure，How to build the sports tourism structure？

Sports tourism can be roughly divided into participation types、spectating type、Sports experience style、Training type、Leisure type and other categories，Different types produce different consumption scenarios，Different coverage levels for each segment，The roles they play in the entire industry chain are also different，The industrial structure should be built based on these "different" characteristics corresponding to the demand structure。Take events as an example，Redividing sports tourism based on coverage groups with event IP as the core，Mainly divided into high-frequency physical related activities、Small event IP、Large event IP category three。

Relationship diagram between sports 188bet app download tourism and different groups of different sports activities/event IPs

1、The main manifestations of tourism activities caused by high-frequency sports-related activities are，Mainly outdoor sports，Includes relevant training、Sports equipment and other links，More life-oriented，Better coverage of short-distance groups。

Ctrip travel order data display，Outdoor activities are the most popular sports tourism category，Accounting for 71% of the total，Among the 9 categories of outdoor activity products，The order of popularity from high to low is hiking、Cycling、Diving、Skiing、Water sports、Fishing、Golf、Sailing Yacht、High Altitude Project，Among them, outdoor projects with lower thresholds such as hiking and cycling are the most popular among consumers。This type of sports tourism has three effects on the entire industry chain:

The first is to attract and convert non-senior enthusiasts。The characteristic of high-frequency sports activities is that they do not have a large influence，But the lifestyle is more obvious，Easily formed for a short period of time、Short-distance consumption，For short-distance groups or novices at the destination、Learning stage groups are more attractive than other types。

The second is to increase the demand for the market。Another important role of high-frequency sports activities is the education market，By providing such as outdoor running、Cycling and other activities and corresponding training and other activities，Inspire the interest of non-veteran enthusiasts，And improve group skills in the process，Increase user stickiness。In addition，It is easier to generate new content and forms in this genre，And use content as the driver to increase the entire industry chain。

The third is to bring more opportunities to innovative enterprises。This type is more innovative，And the accessibility is stronger than the other two types，For innovative enterprises，Have more opportunities and imagination。

2、Tourism activities triggered by small event IPs are mainly small and medium-sized events，Activities such as marathons and related derivative activities，This type of activity has better coverage for groups in medium and long distances at the destination，The generated sports tourism activities are slightly longer in duration，The role in the industrial chain is mainly similar to the status of undertaking，A group with upgraded needs transformed from undertaking high-frequency sports activities，More links to essential elements in tourism activities，Formation of a more complex sports tourism consumption pattern。In addition，Relatively speaking，The scale effect produced is more obvious。

3、The tourism activities triggered by large-scale event IPs are most obvious among international events，Great influence and long-lasting effect，The strongest coverage for the group。

Take the Rio Olympics as an example，According to data from the Rio Municipal Government’s Tourism Research Center，The number of tourists received by Rio’s two iconic attractions, Mount Loaf and Monte Cristo, respectively increased from 102 in 2009 (successful Olympic bid).90,000 people、147.80,000 people rose 188bet app to 154 in 2014.40,000 people、224.10,000 people；Rio City’s international tourism revenue also increased from 12% in 2008.$6.4 billion to 21 in 2014.USD 0.4 billion，The event brand has significantly promoted the development of tourism industry。

The main effects on the sports tourism industry chain are:

First, strong group coverage，Easy to scale up sports tourism。This type is for curious novices、Learner、Senior enthusiasts and other groups are very attractive，The link form is more complex、The link form is more complex，The forms of sports tourism produced are more diverse，And the subsequent effects caused by this are also longer-lasting，For example, the Olympic Games effect。

The second is the best way to deepen and extend the industrial chain。The scale of sports tourism triggered by large-scale event IPs has made the business more refined，For example, ticket business、Peripheral product business、Catering business, etc.，The refinement of business promotes the horizontal extension of the industrial chain，

Third, there are many opportunities，But some businesses have high entry barriers。Business segmentation and chain extension provide more opportunities for the entire industry，But due to the characteristics of large-scale event IP，Some core businesses have higher entry barriers due to policies and other reasons，Large enterprises are easier to enter than innovative enterprises，However, some non-core event businesses are still areas that innovative companies can explore。

What are the possibilities and opportunities for entrepreneurs?

According to World Tourism Organization data，The sports tourism industry is growing at an annual rate of 14%，Exceeding the overall growth rate of the tourism industry by about 4%-5%，According to the National Tourism Administration，my country’s sports tourism industry is currently growing at an average annual rate of about 30% to 40%。The investment growth rate in sports tourism has reached over 60% in the past two years. Currently, sports tourism in China accounts for 5% of the tourism industry，In developed countries it is 25%，There is huge room for future growth。

For enterprises，China’s sports tourism still has vast untapped space。For entrepreneurs，There are more possibilities and imagination in the following four aspects in the future。

1. Integration and processor of event IP innovation and resources.

The lack of high-quality content is an important factor affecting the rapid development of sports tourism in the future，But it is also an opportunity for entrepreneurs，In IP creation and innovation，New entrepreneurial enterprises can use outdoor sports as an entry point，Gradually forming small IP，Increase consumption scenarios with sports content as the core，And mainly the link points generated by the event IP，Integrating tourism elements into sports content，Form a complete sports tourism product。The barriers to entry for this part of entrepreneurship will be relatively high，We must take into account the current situation of resources、Demand status、IP innovation and other factors，But once established，The subsequent radiation effect will be very strong，It can also establish strong competition barriers for enterprises。

2. The connector between supply and demand.

Complete industrial chain except supply and demand，The essential thing is to connect both ends，For example, traditional travel agencies、OTA etc.，But for the relatively niche field of sports tourism，This channel seems relatively extensive。Take the most typical event IP ticket as an example，There is a big difference in circulation between event tickets and traditional scenic spot tickets，Strong restrictions on the number of people，The circulation process is more similar to a concert、Tickets for theater viewing, etc.；Or take high-frequency outdoor activities as an example，The information symmetry between supply and demand is a major problem that needs to be solved，Targeted venue information、Time information、Surrounding information is essential for sports tourists。These characteristics existing in sports tourism require more verticalization、Channels with more detailed division of labor appear。

3. Those who improve the efficiency of the industrial chain.

On the one hand, sports tourism takes event IP as its core，Put forward higher requirements for the timeliness of information transmission，This requirement requires the emergence of solutions using the Internet；On the other hand，For the current sports tourism industry，The level of informatization is still far behind，From the acquisition of user characteristics and other information on the demand side to the acquisition of product information, information technology is needed to improve transmission efficiency。This type of entrepreneurship puts forward higher requirements for technology，But it also promotes the rapid development of the entire industry、The key link in mature development。

4. Derivative service provider.

The development of sports in China is in its initial stage，From talent to service level，The entire sports industry chain is taking shape，This phenomenon is even more obvious in sports tourism，Professional services for sports tourism are lacking compared to other tourism segments，Sports travel equipment、Cultural products generated by IP、Services derived from sports tourism are entry points。This type enriches the industrial chain、Improving service quality is of great significance。

One of the distinctive features of sports tourism that is different from other tourism is that it is more resource-oriented，Innovative enterprises should adhere to a resource-oriented + demand-oriented strategy when entering this field，Not only pay attention to what users want，It is also necessary to selectively enter based on the characteristics of local resources，Don’t take it for granted。

The "Opinions" pointed out，Cultivation of 100 sports tourism enterprises and well-known brands with high visibility and market competitiveness by 2020，Who can seize the policy dividends，Follow the trend，Become the darling of the market？

*The author of this article Wang Hui (personal WeChat: wanghui-zhi)，Favored Analyst，Welcome to follow、Communication！