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.