新阶段乡村体育旅游综合体构建的逻辑理路与推进策略——基于旅游景区消费升级的视角  

The logical path and promotion strategy of the construction of rural sports tourism complex in the new stage——based on the perspective of consumption upgrading of tourist attractions

作　　者：邓雁方[1] 唐照华 DENG Yanfang;TANG Zhaohua(International Tourism and Sports College of Sichuan Technology Business College,Dujiangyan 611830,Sichuan,China;Physical Education Department of University of Electronic Science and Technology of China,Chengdu 611731,Sichuan,China)

机构地区：[1]四川工商职业技术学院国际旅游与体育学院,四川都江堰611830 [2]电子科技大学体育部,四川成都611731

出　　处：《辽宁体育科技》2024年第4期58-64,共7页Liaoning Sport Science and Technology

基　　金：四川省哲学社会科学重点研究基地——天府国际体育赛事研究中心项目(项目编号:YJY2023B03);四川省教育厅人文社会科学重点研究基地——四川休闲体育产业发展研究中心课题(项目编号:XXTYCY2023B13)。

摘　　要：乡村体育旅游综合体的构建有益于促进区域产业空间再生产,扩大体育消费优质供给,助力乡村全面振兴。立足新发展阶段,以旅游景区消费升级为视角,运用文献资料、实地调查等研究方法,对乡村体育旅游综合体构建的逻辑理路与推进策略进行系统研究,并对乡村体育旅游综合体的概念进行界定,借助旅游景区消费升级的理论视角与驱动因素厘定后认为:旅游景区升级乡村体育旅游综合体过程中存在管理壁垒、同质化竞争、动力不足、安全桎梏等问题。并针对上述问题提出策略:革新管理职能,协同组织多元治理;融入特色赛事,创新景区发展品牌;精准群体营销,引导居民体育消费;强化风险管理,健全户外安全防范。The construction of rural sports tourism complex is beneficial to promote regional industrial spatial reproduction,expand the high-quality supply of sports consumption,and help the overall revitalization of rural areas.Based on the new development stage and from the perspective of consumption upgrading in tourist attractions,this paper conducts a systematic study on the logical path and promotion strategy of the construction of rural sports tourism complex by using research methods such as literature and field investigation,and defines the concept of rural sports tourism complex.Based on the theoretical perspective and driving factors of consumption upgrading in tourist attractions,it is concluded that:in the process of upgrading rural sports tourism complex,there are some problems such as management barrier,homogenization competition,lack of power and safety shackles.In view of the above problems,it proposes to reform the management function and cooperate with the organization of multiple governance;integrate into characteristic events,innovate scenic spots to develop brands;accurate group marketing to guide residents’sports consumption;strengthen risk management,improve outdoor safety precautions and other strategies.

关 键 词：乡村体育旅游综合体 旅游景区 体育消费 乡村振兴 

分 类 号：G812.42[文化科学—体育学]