体旅融合品牌赛事的社会杠杆作用及产业化策略研究  

Research on Social Leverage and Industrialization Strategy of Sports and Travel Integrated Brand Events

作　　者：方彬彬[1] 郭国城 乐慧林 张雅珍 FANG Binbin;GUO Guocheng;LE Huilin;ZHANG Yazheng(School of Physical Education,Quanzhou Normal University,Quanzhou 362000,China;School of Physical Education,Ningde Normal University,Ningde 352300,China)

机构地区：[1]泉州师范学院体育学院,福建泉州362000 [2]宁德师范学院体育学院,福建宁德352300

出　　处：《南京体育学院学报》2024年第10期8-13,共6页Journal of Nanjing Sports Institute

基　　金：2021年国家社会科学基金重大项目子课题:体育产业成为国民经济支柱性产业的战略定位与发展模式创新研究(21&ZD343);2023年泉州市社会科学规划一般项目:海丝文化视域下体旅融合品牌赛事产业化研究(2023D05)。

摘　　要：为了探讨体旅融合品牌赛事产业化的多元化途径,采用文献资料法、访谈法,对体育与旅游相结合推动体旅融合品牌赛事产业化、促进体育品牌城市建设进行总结分析。结果表明:体旅融合品牌赛事具有重要的社会杠杆作用,体旅融合赛事具有文化、商业、社会、旅游等多渠道效应作用。政策制度供给、赛事品牌建设、产业的高度融合、宣传的特色性和多样性等是体旅融合品牌赛事产业化发展的重要路径。研究建议,通过优化地方政府赛事产业化规范、健全发展机制、重视赛事评估、创新产业化模式,以及扩大赛事传播力度等多种策略促进新时代体旅融合品牌赛事产业化发展。To explore the diversified ways to industrialize sports and tourism integration brand events,literature and interview methods were used to summarize and analyze the combination of sports and tourism to create sports brand events and promote the construction of sports brand cities.The results show that brand events have an important social leverage effect,and the industrialization of sports and tourism integration events has multi-channel effects such as culture,commerce,society,and tourism.The supply of policies and systems,the construction of event brands,the high degree of integration of industries,and the distinctiveness and diversity of publicity are important paths for the industrialization of sports and tourism integration brand events.It is recommended to promote the industrialization of sports and tourism integration brand events in the new era through various strategies such as optimizing the industrialization norms of local government events,improving the development mechanism,paying attention to sports event evaluation,innovating industrialization models,and expanding the intensity of event communication.

关 键 词：体旅融合 品牌赛事 杠杆作用 产业化 

分 类 号：G812.4[文化科学—体育学]