电子商务对体育旅游推动的制肘与破局之策

Constraints and Solutions for the Promotion of Sports Tourism by E-Commerce

摘要: 在互联网时代，电子商务对体育旅游的推动作用日益显著，但也面临诸多困境与制肘。面临的困境包括网络技术不稳定与数据信息安全性弱、产品服务质量和商家信誉不足、缺少复合型人才。制肘体现为网络覆盖不均与基础设施差、产品质量参差和售后服务弱、市场规范欠缺和标准不明确。为突破困境，可采取提升技术稳定性保障数据安全、提高产品服务质量增强商家信誉、促进产业融合培养复合型人才、完善基础设施规范市场标准等破局之策。本文综合运用文献资料法，查阅有关互联网、数字化、电子商务与体育旅游的研究文献；对比分析法，对比不同策略的效果。旨在推动电子商务与体育旅游深度融合，为体育旅游在互联网环境下的可持续发展提供有益参考。

Abstract: In the Internet era, e-commerce plays an increasingly significant role in promoting sports tourism, but it also faces many difficulties and constraints. The difficulties include the instability of network technology and the weak security of data information, the lack of product service quality and business reputation, and the lack of compound talents. The system is reflected in uneven network coverage and poor infrastructure, uneven product quality and weak after-sales service, lack of market norms and unclear standards. In order to break through the dilemma, we can take measures such as improving technical stability to ensure data security, improving product service quality to enhance business reputation, promoting industrial integration to cultivate compound talents, and improving infrastructure to standardize market standards. This paper comprehensively uses the literature data method to consult the research literature on the Internet, digitization, e-commerce and sports tourism; and the comparative analysis method is used to compare the effects of different strategies. It aims to promote the deep integration of e-commerce and sports tourism, and provide a useful reference for the sustainable development of sports tourism in the Internet environment.