2011•International Journal of Marketing StudiesOpen access

Development Dilemma in China’s National Sports Tourism Industry and Countermeasures

Yun Ma

Abstract

After more than one decade development, sports tourism industry does not achieve the expected size and benefit.Industrial development faces bottleneck dilemma. The author reviews the industrial development of past tenyears, analyzes the development dilemma of Chinese sports tourism industry by means of files analysis, spotinvestigation, and interviews, and presents relevant countermeasures, offering theoretical support for thedevelopment of sports tourism industry.

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Key concepts: Dilemma, Tourism, China, Bottleneck, Business, Marketing, Sports tourism, Tourism geography