ABSTRACT
With the continuous expansion of Shangri-La’s sports racing events scale, the number of race watchers is increasing year by year. Since 2001, there has been nearly 100000 person/time of Shangri-La county tourism reception during the horse racing festival. During this period, the third industry, the hotel industry income is very considerable, and during the small holiday of Dragon-Boat festival, the income of the horse racing festival reached to 19.7738 million yuan. With the rising of the ShangriLa’s racing brand, the investment promotion is very great, for example, during the period of horse racing festival holding in 2012, the investment capital reached to 460 million yuan and the yearly output value reached to 5.812 billion yuan, 31 times that of ten years ago. The admiringly coming businessmen of newly building hotels and restaurants are more and more. Only in the first half of 2013, nine hotels were added with a vestment of 306 million yuan. It made a very great contribution to the development of the third industry in Shangri-La[3]. It is obvious to see that the horse racing has become the important tourism brand in Shangri-La from the horse racing festival’s continuous success and has stimulated the local economy with the unique charm. For this point, the horse race stretches one day into three days, and the women’s race has been added in recent two years. The racing events highlighted the economic benefits, for example, only during the Shangri-La horse racing festival in 2014, it has a state of total 130250 tourists and the tourism revenue of 51.0516 million yuan. Therefore, the development of sports racing events especially the ones with the sharp speciality and the entertainment will produce the great tourism combined effect. The horse racing festival has become a recommendation business card of Shangri-La’s new tourism watch spot.
