Author(s)

Yufei Han, Yanxi Guan, Haoyang Zhuge, Yani Kong

Corresponding Author

Haoyang Zhuge

ABSTRACT

Using the SWOT situation analysis method, a qualitative analysis is made on the advantages and disadvantages of the development of Rizhao Olympic Water Sports Town, as well as the opportunities and challenges it faces. The research found that the internal advantages of Rizhao Olympic Water Sports Town are superior geographical location, convenient traffic conditions, rich natural landscape resources, and great potential in the sports tourism market; internal disadvantages are insufficient brand promotion, lack of professional operation and management talents, and insufficient surrounding supporting facilities; external opportunities include the introduction of policy support and guarantee measures, the increase of external popularity, and changes in residents' consumption structure and demand; external threats include the fragile ecological environment, restrictions on traditional tourism concepts, and the tendency of real estate. Based on the above factors, the SWOT strategy matrix is constructed , and four strategies and targeted measures are put forward, pioneering, reversing, resisting, and conservative to further promote the sustainable development of water sports towns.

KEYWORDS

SWOT analysis, Sports characteristic town, Water sports, Development path