Sports tourism is emerging sunrise industry, the green industry, in line with the current socialist construction in our country, follow the scientific development view, constructing harmonious society and low carbon environmental philosophy of life, coupled with the sports tourism industry because of its own with "stimulus of regional economic development, expand employment opportunities and provide new competitive market and opportunities and other positive effects on regional industrial structure adjustment and upgrade, makes it in most of the provinces, especially in some developed provinces in economy accounts for the proportion is more and more.
1, the development of sports tourism in Anhui Province
In view of the sports tourism positive effect with the development momentum in recent years, other provinces in our country sports tourism springing up like, the Anhui provincial government timely follow-up, held in 2008 the first Anhui Sports Industry Forum proposed explicitly: the focus on cultivating to Huangshan and Jiuhuashan center "Southern sports tourism and leisure sector"; in Hefei as the center of "Wan sports fitness competition performing plate"; in Bozhou is the center of the "Northern Anhui folk sports fitness and entertainment sector"; in Wanjiang City belt for the center "Wanjiang sporting goods manufacturing sector" four major sports industry sector.
According to the local tourism resources around the culture, the characteristics and advantages of the initial development and the formation of a number of well-known brands such as sports tourism, held in Hefei "the fourth national sports meeting"; "Mount Huangshan National Grand Prix race and the World Cup", "Mount Huangshan international mountain bike Festival", "Mount Huangshan international Climbing Festival", "Mount Huangshan mountain", "Mount Huangshan international climbing assembly", "Mount Huangshan International Health Festival"; "Pinghu too too Pinghu international three iron man challenge", "the fourth session of the Pinghu international is walking festival"; in addition to Shi Guan "national sports training base, Anqing Mount Tianzhu the first city of tennis Pinghu's training base, the State Sports General Administration of water training base.
2, the development of sports tourism is a good expectation
The rapid development of the world economy has made the industrialized countries have the three basic factors of international tourism production and consumption: first, the disposable income. Research Report of the Secretariat of the world tourism organization showed that assuming that prices remain unchanged, real private consumption growth of 1% or less than 1%, the tourism growth rate is zero or negative, private consumption growth rate of 2.5%, the tourism growth the growth rate was 4%; private consumption growth rate is 5%, the tourism consumption growth rate is 10%.
In short, the amount of free disposable income increases, the greater the proportion of tourism consumption. Secondly, plenty of leisure time. The future development of the world economy will also make people have more and more discretionary leisure time. In this way, people will use weekend 3-4 days of rest time for international tourism in the region, using available in each 2-3 times of vacation time long distance of intercontinental travel arrangements. Finally, convenient traffic conditions. Within the next 10 years the development of the world economy will make the world of traffic facilities and traffic tools more complete and advanced, connection between continental and international high speed railway, highway construction will provide more convenient travel conditions.
China's tourism industry, though started late, but has from the initial exchange income and nongovernmental diplomacy to later, the national economic growth factors, the tourism industry more to show to promote the vitality of the economic growth, has become one of the pillar industries in China's economic development. Such as: "2006 124 million 942 thousand and 100 inbound tourists trips, international tourism foreign exchange earnings of $33 billion 949 million, respectively over the previous year growth of 3.9% and 15.9%; the number of domestic tourists 1 billion 394 million million, revenue 623 billion yuan, a year-on-year increase of 15% and 17.9% respectively; the number of citizens abroad reached China 34 million 523 thousand and 600 million, up 11.3% over the previous year; the total tourism income of 893 billion 500 million yuan, a year-on-year increase of 16.3%, equivalent to 4.27% of gross domestic product", "January to November 2007, China inbound tourists in the number of foreigners was 23938139, compared with the same period last year increased by 13.37%" 2 ", the first half of 2008, the number of inbound tourism in China is 64 million 913 thousand and 700 million, an increase of 2.44%, the national total tourism foreign exchange earnings 20 billion 232 million dollars, an increase of 2.12%." China is now the world's largest tourism market, one of the national travel agency is close to two, the national tourism revenue has exceeded one trillion, 25% of the total tourism revenue accounted for about 3 of the total tourism revenue." [4] "in the next 10 years, China's tourism industry will maintain an average annual rate of 10.4% growth rate, the individual tourist consumption will to 9.8% average annual rate of growth, corporate / government tourism growth rate will reach 10.9%, by 2020, China will become the world the largest tourist destination country and the fourth largest exporter of tourists. By 2010 the proportion of China's total tourism revenue to GDP will reach 8% from 5.44% in 2002." [5] another according to the WTTC (World Travel and Tourism Council predicts, to 2020, China will become the world's largest international tourism reception country, international tourists will reach 1.37 billion, accounting for 8.6 percent of the world's total; at the same time, China will have 100 million people travel abroad, become after Germany, Japan, the United States after the fourth international tourist country. There will be 16 billion people in the country to travel, tourism spending $20 trillion." [6] sports tourism although the sports industry and tourism industry development to a certain stage of the product, but in view of sports and tourism between has co background of the development of the society, are the high degree of homogeneity and compatibility characteristics of consumer society and cultural activities, the content of the activities, sports and Tourism start is difficult to tear "harmony" relationship. With the transformation of the concept of health, fitness, strong body, participation, entertainment and other life and strengthening, modern sports tourism a appears and won the rapid development, such as: "from 1977 - 1989, sports tourism market in the world with 1300% growth; 1991 British sports tourists accounted for travel 12% of the total passenger volume, and in 1995 the data reached 22%; Japan 1993 34.2% of domestic tourists participated in the sports tourism activities." [6] in the surge in the amount of sports tourists at the same time, sports tourism projects are also increasingly rich, no longer limited to mountain climbing, skiing, surfing and other traditional project, in 1997 published in the United States SportsMarket a book has a collection of more than 130 species suitable for the development of sports tourism in sports. It can be said that the development of society makes the world sports tourism industry in the ascendant.
Compared with foreign countries, sports tourism in our country starts late, but develops rapidly. From 1986 to set up a single point of germinating International Sports Tourism Corporation of China, to launch in 2001 "China sports tour," the theme of tourism activities of local mature. Up to now, in the local government to promote the rapid development of sports tourism, just 20 years of time is from the original "empty" formed the people to participate in a wide range of excellent situation. Compared with foreign mature sports tourism, although in theory research, public awareness, participation degree and hardware facilities etc. there is a certain gap, but in view of our country in recent years, a sustained, rapid economic development, more than 1.3 billion population and people's consumption structure change and upgrade still on Sports Tourism in China in the future to hold good expectations.
3, experience the inevitable trend of economic development stage
"Experience is when a person reaches the emotional, physical, mental and spirit of a particular level of consciousness of good feeling" [7], because this kind of feeling better, rare, not copy, fleeting and every moment has the characteristics of "scarcity" resulting in experience willing to pay for them, to form the experience economy. It is a new stage of economic development after the agricultural economy, industrial economy and service economy.
The concept of "experience economy", which was first proposed by Joseph Pine and James Gilmor, is considered to be a new economic form after the product economy, commodity economy and service economy. Product is developed from the nature and interchangeable materials; goods company standardization production and sales of tangible products, service is for a particular customer of the presentation of the invisible; the experience is everyone in a personalized way to participate in the event. Experience economy has come to the people in an irreversible situation, in essence, is the product of the continuous development of productive forces. Famous future Alvin Toffler is in the book "future shock" proposed "experience manufacturers will become an economic pillar, and predictions derived from the pressure on consumers and hope continues to rise in economic power will promote technology and society towards the future experience of production development. , the service industry will eventually exceed the manufacturing industry, the experience of production will exceed the service industry, and even become the economic basis of the service industry after the 10. American economists James Gilmor and Joseph Pains declared in 1999 that the world is entering the threshold of experiencing the economy, in a greater sense, it can be said that mankind is entering a new era of economic.
Experience economy is the economy which takes the customer as the center, it reflects the human consumption behavior and the consumption psychology has entered a higher spiritual consumption level. Modern life showed that "with the improvement of people's income level, increased purchasing power, consumers buy goods requires both meet the material factors, but pay more attention to spiritual mental enjoyment, is more and more valued commodity consumption of experience and stimulation. [7] 2000 CCTV counseling center and an elaborate advertising company after the analysis of the present situation and trend of the three elements of the seven cities of Beijing, Shanghai, Guangzhou, Xi'an and other consumers, consumer and media that "the overall experience of consumption patterns has become one of China's top ten consumer trends [11]. At present, from America to Europe's entire social economy is developed, which based on the developed service economy, from the industrial to the agricultural industry, computer industry, Internet, tourism, commerce, services, catering, entertainment and so on are gradually even a direct transition to the experience economy, the quality of the products are selling goods and the characteristics of gradient for the intervention, the entire consumer demand personalized, unique feeling and taste, such as Las Vegas Downtown, stunning, exciting experience, joy, pleasure, Disneyland quality service, apple mobile phone powerful, smooth speed, simple touch, gorgeous interface, meticulous workmanship and so is not to create a unique experience for consumers and selling center. It is in this sense that the experience economy is the inevitable stage of social and economic development.
4, experience the relationship between economy and sports
In accordance with the current more convergence point of view, the dimension of experience can be divided into sensory experience, emotional experience, thinking experience, action experience and relationship experience 12. These daily life is very difficult to meet the inner needs, but in sports activities can be easily obtained. Such as sports tourism beautiful environment quiet, watching sports highly aesthetic athletes and Lala exercise performance, participate in sports tourism after fatigue hearty pleasure (sensory experience); sport tourism environment has strong cultural characteristics of advertising language, to the family as a unit of sports competition, special purpose movement groups or organizations (emotion experience); participation goal of sports tourism (Development) of looking for and against tactical design projects, intellectual project trade-off (thinking experience). The consumers of sports consumption preference, to a great extent, is in the experiment based on the formation of emotional and arouse the interest of permanent, operators in action experience design can take special means or ways, so that consumers in the single in consumption process experience victory, excited, happy, fatigue, failure and frustration and other emotional complexity, unforgettable memory, participated in similar action in prompting such experience can be the formation of consumer life experience, enhanced real life emotional abundance.
Obviously, sports tourism consumers can feel the experience of consumer spending in the process of the consumer can enjoy the unique, rare, can not be copied, can not be transferred, a fleeting moment of good feeling. Also consumer loyalty of sports tourism activities in addition to the important role of sports tourism products and services to consumers in itself, more important is from participated in after the individual has acquired the unique and wonderful feeling (experience economy special experience characteristics). In sports tourism consumption, consumers tend to indulge them, enjoy alone (entertainment) or with others interaction (Interactive) bring the body and mind to meet with rich, feeling of life, experience the life beauty and value. Although consumption of sports tourism is not in itself a kind of economic output, not entirely to count the way to quantify, not like other would create can touch the tangible items (experience economy of non production characteristics), but it brings in body and spirit product influence to the participants the significance is difficult to assess (of the experience economy, high value-added characteristics).
5, the unique tourism resources in Anhui Province
Anhui province is located in the east of northwest to Anqing, Huizhou, the old two house song words is called Anhui, the Qing Dynasty was set in Anhui province. Anhui is located in the lower reaches of the Yangtze River, east of Jiangsu, south of Zhejiang, Jiangxi, west of Hubei, Henan, north of Shandong. Outstanding Anhui, historical and cultural pluralism, is an important birthplace of Chinese prehistoric civilization, East Anhui, Anhui area belongs to the Jianghuai culture Huai right areas; in the south of Anhui Province is the fusion zone of Jiangnan culture and Zhejiang, Jiangxi culture; Wanbei are northerners migrated to the south of the ghetto, culture retained the ancient culture of Huai River, and into the Central Plains culture and Qilu culture.
Anhui Province, the total area of the province of the square kilometers, the province's high terrain southwest, northeast low, the north and south of the terrain is different, complex and diverse. Yangtze River and Huaihe River from west to East runs through the whole territory, the province will be divided into: Huaibei plain, Jianghuai Hilly and mountain area of Southern Anhui three natural regions. To the north of Huaihe and the vast terrain, but fewer resources and tourism, cultural landscape dominated, such as: the Fuyang River in eight, the nine day falls, according to North Temple, Kuixing Lou, especially home garden, Zhang Zhuang Park, Yingzhou West Lake, Fuyang ecological park, the ancient site of Yingzhou West Lake: Huaibei mountain park; tea, ancient town, Liu Kaiqu memorial hall, Longji mountain scenic area; Bozhou: Flower theater, Cao Cao underground troop Road, temple, Tang Tomb Park, Tian Jing palace, Cao Cao memorial hall, Chuang-tzu temple, Chen Tuan Wei Wu Temple, Bozhou temple, Hua Tuo memorial hall, moral palace, Zhang Yuan Han, Cao Cao clan graves, Lao Tzu Cultural Plaza; Huainan: Bagongshan, Mao cave, indifferent Valley, Forest Park on the kiln, Jiaogang lake, Yin ancestral hall, Datong Wetland Park, Huainan mass graves, Shouzhou kiln ruins etc..
The West with East Chongshan, cotton hill, mountain mound meandering twists and turns, the Yangtze River and Chaohu around the low-lying, vast, rich in tourism resources, natural and cultural landscape are more abundant, such as: Mount Tianzhu, Anqing mosque, klippe, Fushan, Culture Expo, Xiaogushan, Zhou Yu tomb, Stone Mountain, the ancestral temple, the pagoda, the Dabie Mountain Rainbow Falls, Tongcheng Confucious'temple, Anqing City stone hole, tree, Peacock Flying Southeast culture garden, savage, crossing Xianqiao, Lake alchemy, Yingjiang temple; Chaohu: Hanshan, screen hill, half Tang Wenquan, in the temple, Xiangquan mountain of Taihu, West Liangshan, and the king the temple and so on; Hefei: Xiaoyaojin, Taiwan Baogong, teach jade, Sanhe Town, temple, Zipeng Mountain, three Ruins Park, the former residence of Li Hongzhang, the red flower park, yefushan; Lu'an: Heaven Village , the Dabie Mountains, Huoshan County, Anhui on the west of the Great Rift Valley, Wanfo lake, pay a debt of gratitude temple, Shou county ancient city wall, Lianpo tomb, Shuangdun tomb and so on; Chuzhou: Langya Mountain, Huangfu Shan, Gulou Fengyang, Egret Island, the Ming Tombs, Ming in the capital, the three pagodas temple, orientin Lake Wetland Park, Linghu mountain and so on. Southern region dominated by mountains and hills. Tourism resources to the natural landscape, such as Huizhou Huangshan, Qiyun, Guniu Jiang, ancient city of Huizhou, Xidi, Hongcun, Ryukawa So, Taiping Lake and so on; Chizhou: Jiuhuashan, Penglai cave, Xinghuacun, Jiuhua Tianchi, Shengjin Lake, Tiantai temple, Qiupu River, 100 year old house, Nanxi ancient village and so on; MAANSHAN: multitinted rock, the tomb of Li Bai, Xie ancestral hall, and so on; Wuhu: Wuhu Fantawild, Tianmen Mountain, Ya Shan, Ma Ren Qi, Wang Jiaxiang Memorial Hall and so on; Xuancheng: Jingting mountain, emblem Hang Road, Taohua Tan Jiangnan first closes and so on.
At present, more mature tourism has three plates [13]: Southern Anhui international tourist area ("mountains and one lake"), pan Chaohu Lake National Recreation Area (Hefei, Chaohu, Dabie Mountain), new northern regional tourism districts (Bozhou, "Huai River port"). Anhui Province is one of the provinces which are rich in tourism resources in China, at the end of 2012 province a total of Grade A and above tourist attractions (District) 438, including five national key scenic spots, national 7th; has a state-level nature protection area 6, the 12th; forest park has 23, ranked 1, with 12 national key cultural relics protection units, was ranked 20th; 3 famous historical and cultural city, national key cultural relics protection units and key Temple of multiple. Anhui has 2 World Heritage sites, ranking third in Beijing, Sichuan after the column.
2011 total tourism revenue in Anhui Province for 1512.2 billion yuan, in 34 provinces in the country ranked 13th on the [14], in 2012 the province's inbound tourist arrivals 3.315 million passengers, compared with the previous year growth of 26.1%; domestic tourists 292 million passengers, an increase of 30.2%. Total tourism revenue of yuan, up 38.6%. Total tourism revenue ranked ninth in the country 15.
6, conclusion
Analysis shows that both experience economy dimensions or experience economic characteristics, can be in sports tourism consumption are comprehensive and complete interpretation and expression, and sports with a lot of features in the experience can be fully reflected. Both of them are not only in the form of similarity, but also with the homogeneity of content. Thus sports tourism in the process of development and marketing can break through the existing pattern, boldly draw lessons from and into the consumer economy "inertia" experience formation rules and elements, forming and strengthening the public sports tourism consumption in the wonderful feeling and memorable image, experience with enhanced strength, improve sports tourism industry operating results.
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