Li, Z., Wang, G., and Niu, Y., 2020. The development strategy of marine sports tourism based on cost therory under the belt and road strategy. In: Li, L. and Huang, X. (eds.), Sustainable Development in Coastal Regions: Perspective of Environment, Economy, and Technology. Journal of Coastal Research, Special Issue No. 112, pp. 112-115. Coconut Creek (Florida), ISSN 0749-0208.
As one belt, one road strategy is implemented, the coastal area occupies a significant geographical advantage, which can enhance cultural exchanges and economic development among countries. Among them, marine sports tourism has become one of the key emerging sunrise industries in China, which has been loved by tourism enthusiasts. One belt, one road, is a major way to improve the tourist experience. The marine tourism in coastal areas has achieved significant economic and cultural benefits. The theory of cost is a kind of theory that discusses the cost of evaluating the consequences of people's social actions, which can better reflect on the objective effect and subjective motivation. This paper analyzes the problems of homogenization, low-end, vulgarization and destruction in the current marine sports tourism. Then, this paper puts forward some important measures. One belt, one road initiative and the deep integration of sports tourism can be achieved through promoting the quality and efficiency of marine sports tourism industry. This will better develop our marine economy.