Policy Guidelines for Improving Sport Tourism in Guang Zhou DOI:

Abstract

Background and Aim: Sports tourism is a rapidly growing sector with the potential to significantly boost local economies and enhance international visibility. In the context of Guangzhou, sports tourism offers an opportunity to leverage the city’s infrastructure, cultural heritage, and international events to attract a diverse range of tourists. However, despite these advantages, the city faces challenges such as insufficient global awareness, underdeveloped facilities, and limited participation from different demographic groups. This study aims to provide policy guidelines for improving Guangzhou’s sports tourism by addressing these gaps and enhancing the city’s attractiveness as a premier sports tourism destination.

Materials and Methods: This research utilized both quantitative and qualitative methods. A survey was conducted with 240 residents and 350 tourists from Guangzhou to assess their awareness, participation, and satisfaction with sports tourism activities. In addition, an interview outline was designed based on the 4M theory (Money, Manpower, Materials, Management), and 12 experts were interviewed. The 4M analysis framework was applied to evaluate the current state of sports tourism and identify areas for improvement. Data were analyzed using statistical tools to determine key factors influencing the success of sports tourism in Guangzhou. Finally, the above findings were subjected to a SWOT analysis to arrive at a policy guideline.

Results: The findings indicate that while sports tourism in Guangzhou has high potential, there are several areas requiring improvement. The survey results showed that participation is concentrated in specific age groups, and awareness of available sports tourism resources is relatively low. Respondents expressed moderate satisfaction with existing infrastructure and services, but there is a clear demand for better facilities and more diverse activities. There is a need to develop more targeted marketing strategies, especially on international platforms, and to improve the sustainability of infrastructure development.

Conclusion: The study provides a set of revised policy guidelines focusing on enhancing global awareness, improving infrastructure with a focus on sustainability, and increasing participation across various demographic groups. The recommendations also emphasize the importance of digital marketing and real-time feedback systems to boost visitor satisfaction. These guidelines aim to position Guangzhou as a leading sports tourism destination by addressing current challenges and leveraging its existing strengths.