| （1.Shandong Sport University，Jinan 250102，China；2.School of Physical Education，Huanggang Normal University，Hnanggang 438000，China) Abstract: The authors dissected the current situation of development of sports festival activities in Shandong prov-ince, and found that sports festival activities in Shandong province had the following problems: there was a lack of unified planning; festival themes was repeatedly developed; the government was overly relied on; there was a lack of a driving force for the late development of the festivals; the operation management performance was poor; there was a lack iconic sports festival activities; folk sports functions were dissimilated; the mass base was weakened se-riously, etc. The authors proposed that the government of Shandong province carry out unified planning, establish a cooperative operating mechanism, innovate festival operating modes, enhance market oriented operation, intensify the awareness of festival brands, implement professionalized operation, advocate the mode of “overall protected” development, and encourage the joint participation of cities and towns.
Key words: sports management；sports festival activity；regional development；Shandong province |
