体旅文商融合视角下山东特色旅游创新发展研究

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【中图分类号】G812.7 【文献标识码】A 【文章编号】2095-2813（2025）35-0095-04

Research on the Innovative Development of Special Tourism in Shandong from the Perspective of Integration of Sports， Tourism，Culture and Commerce

SUN Weiping

Yantai Vocational Colege of Culture and Tourism， Yantai， Shandong Province，264oo3 China [Abstract] Under the backgroundof industrial integration driving economic transformation，the coordinated development of sports，tourism，culture and commerce has becomethe keydirection for the tourism industry to achieve high-quality upgrading. Shandong Province has the natural conditions to achieve deep integration ofbusines formats， as it possesses the resourcesof the "Fourcoastal"sports events andabundant intangiblecultural heritage.However，it currently faces realchallengessuchaslagging behind inthecultivation processofevent IP，insuficienttransformation of intangiblecultural heritagesports，lackofscene integration，and weak intelligent services.Basedonthe perspective of integration of sports，toursm，culture and commerce， this paper proposes innovative paths such as deplydeveloping "Four coastal" resources to create special event scenarios，activating intangiblecultural heritage elements tobuild immersiveexperiencechains，promoting the"threeentry" project tofacilitateconsumptiontransformation，andbuilding asmart platform toimprovethesupportingsystem，inorder toprovidetheoretical basisand practicalreferenceforthe transformationof Shandong Province's characteristic tourism fromresourceadvantages to industrial advantages and improvement of quality and efficiency.

[Keywords] Integration of sports，tourism，culture and commerce；Special tourism in Shandong;Innovative development;Resource transformation

作者简介：孙卫平（1979一），男，本科，讲师，研究方向为体育学。（剩余4609字）