Strategy for Sports Tourism to Enhance Tourist Attractions in Hengyang City

Chao Chao; Vichit  Imarom; Kanit  Kheovichai

doi:10.60027/iarj.2026.e296280

Authors

Chao Chao Silpakorn University, Thailand https://orcid.org/0009-0009-3431-8627
Vichit Imarom Silpakorn University, Thailand https://orcid.org/0009-0001-0625-8067
Kanit Kheovichai Silpakorn University, Thailand https://orcid.org/0009-0007-2817-8731

DOI:

https://doi.org/10.60027/iarj.2026.e296280

Keywords:

Strategy, Sports Tourism, Tourist Attraction, Hengyang City

Abstract

Background and Aims: With the help of national and local initiatives like Hunan's Outdoor Sports Industry Development Plan (2023–2025) and the National Fitness Plan (2021–2025), sports tourism has emerged as a fast-growing industry in China. Hengyang is adopting the "tourism + sports" approach to improve its city image and tourism competitiveness because of its abundant natural and cultural resources. However, its sports tourism industry is still in its infancy, with a narrow range of products, inadequate promotion, and subpar service infrastructure. There are theoretical and practical benefits in researching how sports tourism might improve Hengyang's tourist attractions. This study aims to: (1) study the current situation of sports tourism in Hengyang City. (2) Develop strategies for sports tourism to enhance tourist attractions in Hengyang City. (3) To validate the feasibility of strategies for sports tourism to enhance tourist attractions in Hengyang City.

Methodology: This study employed the research and development (R&D) research technique to examine the expansion of sports tourism in Hengyang City through questionnaire surveys and interviews. Simple random sampling was used to select 384 visitors, both male and female, between the ages of 18 and 51. They worked for the government, for companies, as independent contractors, as students, as retirees, and in other capacities. Questionnaires and semi-structured interviews were used as research tools. Quantitative data were evaluated using frequency, percentage, mean, and standard deviation, while qualitative data were examined using content analysis. Using a SWOT analysis and TOWS matrix, nine experts further verified the suggested development strategies.

Results: The findings show that Hengyang City's sports tourism industry has eight advantages, eight disadvantages, seven possibilities, and eight dangers. Strong legislative support and a wealth of sports and tourist resources are important advantages; on the other hand, inadequate product innovation and a lack of finance for new sports tourism initiatives are significant disadvantages. Four SO strategies, four ST strategies, four WO strategies, and three WT strategies with an emphasis on resource integration, brand growth, industrial collaboration, ecological conservation, and talent nurturing were developed based on the SWOT-TOWS analysis. The suggested techniques are workable and have distinct development orientations, according to expert review.

Conclusion: Hengyang City's resource utilization efficiency is still low, despite the city's ideal natural and cultural characteristics for the combined development of sports and tourism. By putting the suggested solutions into practice, Hengyang's sports tourism may become more appealing and competitive, which will help the local sports, tourism, and cultural industries grow in a sustainable and high-quality manner.

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