乡村振兴背景下泰顺红色古道越野赛服务需求层次与优化路径研究  

Researchon Service Demands and Optimization Paths of Off-Road Races along the Red Ancient Path in Taishun under the Background of Rural Revitalization

作　　者：付林贤 郑霞[1] FU Lin-xian;ZHENG Xia(College of Physical Education&HealthWenzhou University,Wenzhou 325035,China)

机构地区：[1]温州大学体育与健康学院,浙江温州325035

出　　处：《浙江体育科学》2024年第5期9-15,92,共8页Zhejiang Sport Science

基　　金：国家哲学社会科学基金项目《长三角地区体育公园文化生态系统构建研究》(19BTY050)研究成果。

摘　　要：办好乡村体育赛事是围绕乡村振兴、促进农村体育高质量发展的有效实施行动。精确识别乡村体育赛事服务需求是缓解乡村体育赛事服务供需矛盾的关键。依据魅力质量理论与KANO模型,对95名泰顺红色古道越野赛参赛者服务需求进行调查,分析各项赛事服务需求层次及其优先满足序列。结果表明:泰顺红色古道越野赛赛事服务需求总体呈现为期待性需求,37项赛事需求要素包含6项期望要素、6项魅力要素、9项必备要素以及16项无差异要素,在Better-Worse系数四象限分布图上共确定27个赛事需求要素的优先满足序列。提升泰顺红色古道越野赛赛事服务需求策略:①挖掘红色区域特色,做大做强地方乡村品牌赛事;②科技赋能办赛,提高乡村赛事信息化管理效率;③赓续红色基因,全方位多层次的满足服务主体参赛文化需求;④强化赛事现场感知,推进红色越野赛事环节有效互动。Hosting rural sports events well is a practical implementation action around rural revitalization,promoting the high-quality development of rural sports.Accurately identifying the service demands of rural sports events is vital to alleviating the contradiction between supply and demand of rural sports event services.Based on the Charm Quality Theory and the KANO model,a survey was conducted on the service demands of 95 participants in the Taishun Red Ancient Path Off-road Race,analyzing the levels of various event service demands and their priority satisfaction sequences.The results show that the overall service demands of the Taishun Red Ancient Path Off-road Race are predominantly anticipatory,with 37 event demand elements including 6 expected elements,6 attractive elements,9 essential elements,and 16 indifferent elements.A total of 27 event demand elements'priority satisfaction sequences were determined on the Better-Worse coefficient quadrant distribution chart.Strategies to enhance the service demands of the Taishun Red Ancient Path Off-road Race include:①Exploring the characteristics of the red area to expand and strengthen local rural brand events;②Empowering races with technology to improve the efficiency of natural event information management;③Continuing the red genes,satisfying the cultural needs of participants at all levels and layers;④They are strengthening the perception of race events on-site to promote effective interaction in the red off-road race event process.

关 键 词：乡村红色赛事 需求层次 魅力质量理论 KANO模型 

分 类 号：G80-05[文化科学—运动人体科学]