虚拟现实技术是推动体育旅游产业高质量发展的重要力量，精准的市场分析可为行业发展提供科学依据。本文结合贵州山地资源与民族体育文化，提出VR技术与市场分析融合的发展模式，覆盖场景构建、产品优化与产业升级。研究表明，借助虚拟技术打造特色体验场景，并通过市场分析实现资源与游客需求的精准对接，能够有效解决贵州体育旅游体验形式单一、供需失衡以及品牌影响力不足等问题，助力产业提质升级与业态转型。研究成果可为贵州体育旅游业态创新、VR技术本地化应用及产业化高质量发展提供理论依据与实践参考。

Virtual reality technology is a key driving force for the high-quality development of sports tourism, while accurate market analysis provides scientific support for the industry. Integrating Guizhou’s mountain resources and ethnic sports culture, this study proposes a VR–market analysis integrated framework covering scenario creation, product optimization, and industrial upgrading. The research shows that using virtual reality technology to enrich distinctive experience scenarios and employing market analysis to match resources with tourist demands can effectively solve issues like monotonous experience forms, supply-demand imbalance and weak brand influence in Guizhou sports tourism, further promoting industrial quality enhancement and business transformation. The findings offer theoretical support and practical references for innovating Guizhou’s sports tourism formats, applying VR technology locally and advancing high-quality industrial development.