| （School of Physical Education，Hunan University of Technology，Zhuzhou 412007，China） Abstract: By referring to the STV marketing delta model, and on the basis of analyzing problems existing in the development and marketing of sports tourism products in Human, the authors analyzed the development and mar-keting of sports tourism products in Hunan in such 3 aspects as strategic image design, image building strategies and value drive for sports tourism products, and put forward the following opinions: in terms of marketing strategies, we should perfect sports tourism product development modes, focus on target market selection, establish tourism plans; in terms of development and marketing, we should pay attention to product differentiation and optimized combina-tion; in terms of marketing value, we should focus on highlighting its value and the development of Hunan culture and experience economy.
Key words: sports economics；STV delta model；sports tourism products；Hunan province |
