Research on Zhanjiang's Leisure Sports Tourism Development Strategy in Coastal Recreational Areas

Against the background of global travel and national fitness, leisure sports tourism satisfies people's fitness and travel demands, brings physical and mental pleasure and enjoyment to tourists, and has become a hotspot of tourism development as a product of leisure sport and tourism integration. Zhanjiang of Guangdong has abundant natural and cultural tourism resources with favorable leisure sports conditions and is especially well known for its coastal recreational area. This paper takes the online comments of tourists from Ctrip, Mafengwo, Qunar, TripAdvisor, and Lvmama as data sources; uses ROST CM6 software to mine and analyze the text content; systematically analyzes the satisfaction of tourists to Zhanjiang through high word frequency, semantic network analysis, and emotion analysis; and finally puts forward an innovative product design and optimized development strategy to provide reference for the development of the sports tourism industry of Zhanjiang, as well as other coastal cities in China.