联办“十五运”背景下粤港澳大湾区体育旅游产业发展的SWOT分析

SWOT Analysis of the Development of the Sports Tourism Industry in the Guangdong-Hong Kong-Macao Greater Bay Area under the Background of Jointly Hosting the “15th National Games”

摘要: 在联办“十五运”背景下，粤港澳大湾区体育旅游产业迎来了前所未有的发展契机。体育旅游作为融合体育与旅游双重价值的新兴产业，不仅推动区域经济结构转型升级，也强化了粤港澳三地间的交流与融合。本文基于SWOT分析法，从优势、劣势、机会与威胁四个维度系统梳理大湾区体育旅游的发展现状与面临问题。粤港澳大湾区拥有丰富的体育旅游资源、良好的基础设施、独特的文化背景、有力的政策支持以及成功的赛事经验与品牌效应，为体育旅游发展奠定了坚实基础。然而，区域发展不均、品牌建设薄弱、市场机制不全等问题亦制约其高质量发展。随着“十五运”联合举办带来的政策红利和国际关注，大湾区体育旅游面临新的发展机遇，同时也需警惕一些潜在威胁。为此，本文结合文献研究、案例分析与实地调研，提出加强区域协同、优化产品结构、完善服务体系、推动品牌国际化等发展对策，旨在为政策制定者与从业者提供理论支撑，助力粤港澳大湾区体育旅游产业实现可持续、高质量发展。

Abstract: Against the backdrop of co-hosting the “15th National Games”, the sports tourism industry in the Guangdong-Hong Kong-Macao Greater Bay Area has ushered in an unprecedented development opportunity. As an emerging industry that integrates the dual values of sports and tourism, sports tourism not only promotes the transformation and upgrading of the regional economic structure, but also strengthens the exchanges and integration among Guangdong, Hong Kong, and Macao. Based on the SWOT analysis method, this paper systematically sorts out the development status and problems of sports tourism in the Greater Bay Area from four dimensions: strengths, weaknesses, opportunities, and threats. The Guangdong-Hong Kong-Macao Greater Bay Area has rich sports tourism resources, good infrastructure, a unique cultural background, strong policy support, successful event experience, and brand effect, which lays a solid foundation for the development of sports tourism. However, problems such as uneven regional development, weak brand building, and imperfect market mechanisms also restrict its high-quality development. With the policy dividends and international attention brought by the co-hosting of the 15th National Games, sports tourism in the Greater Bay Area faces new development opportunities, but also needs to be vigilant about some potential threats. To this end, this paper combines literature research, case analysis, and field research to propose development countermeasures such as strengthening regional coordination, optimizing product structure, improving the service system, and promoting brand internationalization, aiming to provide theoretical support for policymakers and practitioners and help the sports tourism industry in the Guangdong-Hong Kong-Macao Greater Bay Area achieve sustainable and high-quality development.