昭通市体育旅游打造“绿色营销”战略的实施策略与保障体系研究

Research on Implementation Strategies and Guarantee System for Zhaotong City’s Sports Tourism to Build a “Green Marketing” Strategy

摘要: 在文旅融合与绿色发展协同推进的时代背景下，绿色营销已成为推动体育旅游产业高质量发展、实现生态保护与产业增收双赢的关键路径。昭通市拥有优越的自然生态资源与独特的民族体育文化资源，具备打造体育旅游绿色营销战略的良好基础，但当前其绿色营销实施仍面临策略不完善、保障体系不健全等困境，制约了产业价值释放。本文综合运用文献资料法、实地调查法、访谈法及逻辑分析法，系统调研昭通市体育旅游绿色营销实施现状，剖析其在策略设计、落地执行及保障支撑方面存在的核心问题，重点聚焦绿色营销战略的实施策略与保障体系构建展开深入研究。研究提出针对性实施策略，构建涵盖政策、资金、人才、生态的全方位保障体系，为昭通市体育旅游顺利推进绿色营销战略、破解发展瓶颈、打造区域特色绿色体育旅游品牌提供理论支撑与实践指引，助力昭通市体育旅游产业高质量发展，推动文旅融合与生态文明建设深度衔接。

Abstract: Against the backdrop of the coordinated advancement of the integration of culture and tourism and green development, green marketing has become a crucial path to drive the high-quality development of the sports tourism industry and achieve a win-win outcome of ecological protection and industrial income growth. Zhaotong City boasts high-quality natural ecological resources and distinctive ethnic sports and cultural resources, laying a solid foundation for developing a green marketing strategy for sports tourism. However, the current implementation of green marketing in the city is confronted with practical predicaments such as an imperfect strategic system and an inadequate support mechanism, which have restricted the effective release of industrial value. This paper comprehensively adopts the methods of literature review, field investigation, interview and logical analysis to systematically investigate the current implementation status of green marketing for sports tourism in Zhaotong City, and deeply analyze the core problems existing in its strategic design, implementation and support. It also focuses on the formulation of implementation strategies and the construction of a support system for the green marketing strategy to conduct an in-depth study. This research puts forward targeted green marketing implementation strategies and constructs a comprehensive multi-dimensional support system covering policies, funds, talents and ecology. It aims to provide theoretical support and practical guidance for Zhaotong City to smoothly advance the green marketing strategy for sports tourism, break through the bottlenecks of industrial development and build a regional characteristic brand of green sports tourism, so as to boost the high-quality development of Zhaotong’s sports tourism industry and promote the in-depth integration and coordinated development of the integration of culture and tourism and ecological civilization construction.