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Sandy beaches, prime recreational assets that attract more people than other types of shorelines, are the main assets underpinning many coastal economies and developments. However, the intense stressors to the ecology of sandy beaches caused by recreational activities are generally underestimated or ignored. This study was the first to emphasize the ecological characteristics of recreational beaches in China and assess the response of macrobenthos at Liandao Beach, a typical sandy beach in the central part of China. Using the Before/During/After/Control/Impact (BDACI) method, differences in multiple variables (species richness, mean density, diversity) between a heavily recreationally impacted transect (TrH/Impact) and a less‐impacted transect (TrL/Control) in different impact periods (Before, During & After) were applied to assess the response of sandy‐beach macrobenthos to recreation and tourism. Meanwhile, a comparison between the macrobenthos conditions of the studied beach and reference conditions calculating from historical data of similar beaches with little recreation and tourism disturbances was carried out. Furthermore, the quality control chart approach was used to detect in detail the macrobenthos stable state and yearly response to recreational activities. The results showed that recreation and tourism posed a serious threat to the beach ecosystem; macrobenthos on the studied beach were seriously disturbed by recreational activities, and their variations were highly negatively related to the human recreational level. After monthly recreational impacts, the macrobenthos decreased sharply and recovered with difficulty during 1 year. Over the long‐term, the macrobenthos had a sharp decreasing trend, which indicated that the ecological environment of the beach was highly disturbed. Conservation measures for recreational beaches are very challenging because of the economic value and popularity of sandy beaches as recreational sites. However, practicable conservation measures could be implemented that prevent or slow ecological degradation. A number of management and conservation suggestions are put forward, such as the establishment of the ecological carrying capacity of Liandao Beach in terms of direct recreational use, creation of themed exhibitions related to the beach macrobenthos and beach ecosystem and dissemination of this knowledge to visitors, implementation of spatial zoning of beach use, visitor management and environmental education.
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