Yang, Y.; Gong, Y., and Li, B., 2020. The development of marine sports tourism based on experience economy. In: Li, L. and Huang, X. (eds.), Sustainable Development in Coastal Regions: A Perspective of Environment, Economy, and Technology. Journal of Coastal Research, Special Issue No. 112, pp. 106-108. Coconut Creek (Florida), ISSN 0749-0208.

With the development of social economy and the improvement of people's living standards, people's consumption requirements have changed from the initial emphasis on products and services to the emphasis on experience. The 21st century is an era of experience economy and ocean, which gives new opportunities and challenges to marine tourism. Sports industry has become one of the most promising industries in the 21st century. “Experience” and “tourism +, sports +” have gradually become the new choice of people's lifestyle. At present, most of the sports tourism products in coastal cities of China are in the primary stage of meeting the basic spiritual needs of customers, which is mainly a single structure product of coastal tourism. Based on the consumption demand in the era of experience economy, this paper puts forward the change of leisure consumption demand and marketing innovation mode, which requires us to continuously develop marine sports tourism products. Based on the customer satisfaction model of experience consumption, this paper analyzes the development of marine sports tourism. This paper constructs the SWOT model, which can better analyze the development of marine tourism. Finally, some suggestions are put forward.