An Analysis and Research on the Optimization Strategy of Sports Tourism Marketing in Hainan Province Based on the SWOT Methodology

Sports event tourism, as an emerging tourism model integrating watching games, vacation, fitness and leisure, has gained popularity among consumers. As a demonstration zone for sports tourism in China, Hainan Province has seen sports tourism revenue account for one-third of its total tourism revenue. However, there are still deficiencies in marketing. This study employs the SWOT (Strength, Weakness, Opportunity, Threat) methodology to conduct an in-depth investigation of the current marketing situation of sports tourism in Hainan Province, identify the main problems, and propose targeted marketing strategies from multiple dimensions. The research finds that: (1) Hainan Province has developed a number of famous sports events, which have played a significant role in promoting the development of sports tourism. (2) At present, the sports tourism marketing in Hainan Province is confronted with urgent problems that need to be solved, such as narrow marketing channels, insufficient supply of tourism products, and the lack of prominent brand image of sports events. (3) Through the SWOT analysis of sports event tourism in Hainan Province, three important improvement strategies are proposed: expanding marketing channels, enriching tourism products, and creating high-quality IP. This study provides theoretical support for promoting the high-quality development of the coastal sports tourism industry in Hainan Province, enhancing the overall competitiveness of its tourism industry, and supporting the construction of International Tourism Island.