The Strategies for Marine Sports Tourism Resource Management to Promote Tourist Attractions in Weihai City

Chen  Chen; Kanit  Kheovichai; Vichit  Imarom

doi:10.60027/iarj.2026.e295119

Authors

Chen Chen Silpakorn University, Thailand https://orcid.org/0009-0009-5533-3906
Kanit Kheovichai Silpakorn University, Thailand https://orcid.org/0009-0007-2817-8731
Vichit Imarom Silpakorn University, Thailand https://orcid.org/0009-0001-0625-8067

DOI:

https://doi.org/10.60027/iarj.2026.e295119

Keywords:

Marine Sports Tourism, Resource Management, Tourist Attraction, Weihai City, Strategy

Abstract

Background and Aim: With China’s sustained economic growth and the upgrading of tourism consumption, marine sports tourism has become a key direction for the high-quality development of coastal tourism. Weihai, located at the eastern end of the Shandong Peninsula, boasts abundant marine resources (excellent beaches, Class II water quality) and unique geographical advantages, but its marine sports tourism resources are underutilized, with problems such as homogenized products and low tourist revisit rates. This study aims to (1) analyze the current situation of marine sports tourism in Weihai; (2) develop resource management strategies to enhance the attractiveness of Weihai’s tourist attractions; (3) verify the feasibility of these strategies.

Methodology: The study employs a research and development (R&D) methodology, integrating quantitative and qualitative research approaches. Quantitative data were collected through simple random sampling via questionnaire distribution, targeting 400 visitors across Weihai's four core marine sports tourism sites (International Seawater Bathing Beach, Grape Beach, Half Moon Bay, and Naxianghai). (Population: Weihai City received 59.07 million tourist visits in 2023, with marine sports tourism accounting for 2.9%—approximately 1.71 million visits; Sample: Actual participants in Weihai's marine sports tourism; sample size determined as 400 based on Krejcie and Morgan's sampling error formula). Qualitative data were obtained through interviews with 10 key informants using purposive sampling, including 2 staff members from the Weihai Municipal Bureau of Culture and Tourism, 4 scenic area managers, and 4 tourism enterprise managers. Data analysis methods included: descriptive statistical analysis for questionnaire data; content analysis for interview data; integration of internal and external factors via SWOT analysis; development of targeted strategies using a TOWS matrix; and assessment of strategy feasibility through expert review (involving 9 experts).

Results: (1) Weihai’s marine sports tourism has 12 strengths (e.g., rich marine resources, convenient in-scenic transportation), 15 weaknesses (e.g., low revisit intention, insufficient cultural integration), 7 opportunities (e.g., short-distance travel demand, China-Korea Free Trade Zone policy), and 7 threats (e.g., extreme weather, homogeneous competition). (2) Based on SWOT-TOWS analysis, 27 initial strategies were proposed, and after expert evaluation, 17 feasible strategies were finalized (5 SO, 6 WO, 3 ST, 3 WT), including developing "sailing + camping" weekend packages, building the "Weihai Smart Ocean Sports Metaverse", and constructing a "Weihai-Japan-Korea Marine Culture, Sports and Tourism Community". (3) Experts unanimously confirmed the high feasibility of the strategies, noting they align with Weihai’s development needs, with priority recommended for strategies improving traffic conversion and ecological branding.

Conclusion: Weihai has significant potential for marine sports tourism development. The proposed resource management strategies can effectively address current bottlenecks (homogenization, low revisit rates), enhance the attractiveness of tourist attractions, and promote the sustainable development of Weihai’s marine sports tourism industry.

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