游客忠诚与体育赛事旅游可持续发展——兰溪马拉松实证研究  

Tourist Loyalty and Sustainable Development of Sports Tourism——An Empirical Study of Lanxi Marathon

作　　者：盘劲呈 牛文玉 王世春[2] 马俊[3] PAN Jincheng;NIU Wenyu;WANG Shichun;MA Jun(Guizhou University of Finance and Economics,Guiyang 550025,Guizhou,China)

机构地区：[1]贵州财经大学新体育研究中心,贵州贵阳550025 [2]贵州财经大学体育学院 [3]贵州财经大学

出　　处：《四川旅游学院学报》2022年第4期31-36,共6页Journal of Sichuan Tourism University

基　　金：贵州财经大学人才引进科研启动项目,项目编号:2021YJ029;贵州财经大学校级项目“不同体质健康特征水平的在校大学生中医体质类型分布及对抗阻力训练应答差异研究”,项目编号:2019XQN05。

摘　　要：旅客忠诚是衡量赛事旅游可持续发展的重要指标,受到国内外体育学界与旅游学界的广泛关注。参与者是赛事旅游的直接利益者,在体育旅游中扮演了重要角色,而赛事旅游研究相对缺乏。本研究以浙江兰溪马拉松为例,采用参与式观察与深度访谈,归纳了赛事忠诚对旅游可持续发展的影响机制,构建了基于现象层面的“赛事旅游可持续”框架。结果表明:(1)对于参赛者而言,参赛动机是形成旅游“期望忠诚”的前提;(2)参赛者普遍认同体育赛事旅游体验的价值忠诚,由体验质量及地方属性共同决定;(3)行为忠诚对促进体育赛事旅游可持续发展具有重要作用,主要表现为消费可持续行为、累积行为、亲环境行为与行为适应性。研究建议:赛事举办地应重视参赛者的体验忠诚,增强旅游目的地吸引力,逐渐释放赛事消费潜力,促进旅游目的地可持续发展。In recent years,the loyalty of tourists has become an important indicator of the sustainable development of sports tourism,which has captured much attention from the sports and tourism circles at home and abroad.As the direct stakeholders of event tourism,participants play an important role in sports tourism.However,there is a lack of research on event tourism.Taking Lanxi marathon in Zhejiang Province as an example,this study uses participatory observation and in-depth interview to summarize the influence mechanism of event loyalty on the sustainable development of tourism,and constructs a framework for“event tourism sustainability”based on the phenomenon level.The results show that:(1)for participants,the motivation is the premise for developing the tourism“expected loyalty”;(2)the participants generally agree that the value loyalty of sports tourism experience is determined by the quality of the experience and local attributes;(3)behavior loyalty plays an important role in promoting the sustainable development of sports tourism,mainly manifested in the consumption sustainable behavior,cumulative behavior,pro-environmental behavior and adaptive behavior.The host of sports events should pay attention to the experience loyalty of the participants,enhance the attraction of tourism destinations,gradually release the consumption potential of sports events,and promote the sustainable development of tourist destinations.

关 键 词：体育赛事 兰溪马拉松 参赛忠诚 体育旅游 旅游可持续 

分 类 号：F590[经济管理—旅游管理]