THE FACTORS AFFECTING THE COMPETITIVENESS STRATEGY OF COASTAL SPORTS TOURISM INDUSTRY IN ZHUHAI CHINA
Coastal sports tourism is an emerging fashion field in the development of sports tourism industry. It is not only
an important content of coastal tourism, but also an important branch of sports tourism. In 2013, coastal tourism
accounted for more than 51% of China's total tourism revenue (Jiang, 2020, P2), and coastal leisure tourism has
gradually become the most popular way of tourism. The research results will serve as one of the scientific
theoretical and practical bases for the direct service of Zhuhai coastal sports tourism development strategy, which
will contribute to the economic and social development of China, especially Zhuhai City, and also provide a basis
for the implementation of the policies formulated by China's sports tourism management institutions. In addition,
through the analysis and research of the coastal sports tourism industry, it is of great practical significance for the
sports tourism enterprises to further realize their own competitive advantages and disadvantages, formulate
practical development strategies, enhance the competitiveness of the enterprises, and promote the sustainable and
rapid development of the enterprises. The research method of this paper is established based on the research
questions and research objectives of the research object. Firstly, the advantages, disadvantages, opportunities and
challenges of the development of coastal sports tourism in Zhuhai City are studied by using the SWOT analysis
method, and then the impact is determined by the expert scoring method and the Delphi interview method. The
factors for the development of coastal sports tourism in Zhuhai City, and then use the ANP-topsis analysis method
to determine the priority and weight of the influencing factors. In the development strategy of coastal sports
tourism in Zhuhai City, the independent variables usually include: production factors, demand conditions, and
enterprise competition, related industries, and government behavior are the influencing factors of the five
latitudes. The weights of these independent variables are determined by the ANP analysis method, and then input
into the TOPSIS analysis method as the dependent variable for analysis, and finally the preferred projects and
strategies are determined. At the same time, in the ANP-TOPSIS analysis method, it is also necessary to determine
the hierarchical structure and mutual influence relationship between the variables in order to obtain more accurate
results. The dependent variable Y=willingness to participate in Zhuhai coastal sports tourism, the independent
variable X=influencing factors of Zhuhai coastal sports tourism, a=priority index of Zhuhai coastal sports tourism
impression factors, b=other characteristics of tourism participants.
Coastal Sports Tourism Industry, Competitiveness Strategy, Zhuhai.