节庆旅游导向型民间体育的发展研究——夏威夷草裙舞营销模式的启示

民间体育是中华文明的重要组成部分，具有深厚的文化底蕴、独特的健身休闲功能和绿色人文的先天特点。然而在当今经济全球化、科技日新月异的现代化浪潮中，与竞技体育相比，民间体育没有收到足够的重视，不同程度地存在着文化流失及文化边缘化现象。为传承和发展民间体育项目，弘扬我国传统民间体育文化，提出通过节庆旅游的型式结合民间体育自身的特点，对民间体育项目进行系统规划、开发和营销，成为节庆旅游吸引物，带动旅游经济的发展；旅游经济的发展又可以为民间体育的发展注入资金和活力，从而使节庆旅游和民间体育完美结合，达到双赢的良性循环发展模式。通过对夏威夷民间体育项目草裙舞的节庆旅游发展及营销模式的研究，总结了其对我国民间体育发展的启示，实证了节庆旅游导向型民间体育发展模式的可行性。

Research on the Development of Festival Tourism-oriented Folk Sports The Inspiration of the Marketing Mode of Hawaiian Hula Dance

Folk sports is an important part of Chinese civilization, which not only has profound cultural implications and unique functions of fitness and recreation, but the innate characteristics of being ＂green＂ and people-oriented. However, affected by modem economic globalization andeverhanging technology, unlike competitive sports, folk sports have been ignored, have disappeared or have been marginalized. In order to inherit and develop folk sports, and to carry forward Chinese traditional culture of folk sports, this paper proposes the development model of festival tourism-oriented fork sports, which includes system planning, developing and marketing of folk sports. Folk sports can develop into an attractive part of the festival tourism and drive the development of tourism economy, while the development of tourism economy can in turn fund the development of folk sports and fill it with vitality. Festival tourism and folk sports are thus integrated perfectly, forming a virtuous circle and a win-win situation. This paper summarizes the inspiration to the development of Chinese folk sports from an empineal study on the marketing development model of the Hawaiian folk sports-hula dance, hence the feasibility of the development model of festival tourism-oriented folk sports in China.