基于“村BA”赛事现象透视体旅融合的内在机理、发展趋势及创新路径  

Analyzing Intrinsic Mechanisms,Development Trends,and Innovative Pathways of Sports-Tourism Integration Based on Phenomenon of"Village BA"Events

作　　者：王晨 罗帅呈[1] 李孝杰 Wang Chen;Luo Shuaicheng;Li Xiaojie

机构地区：[1]南昌工学院体育与健康学院,江西南昌330108

出　　处：《企业经济》2025年第2期79-88,共10页Enterprise Economy

基　　金：国家社会科学基金项目“体旅融合促进长江经济带乡村全面振兴的机制构建与路径创新研究”(项目编号:24BTY026);2024年江西省社会科学基金重点项目“体旅融合助力原中央苏区乡村振兴的实证分析与机制构建”(项目编号:24TY01)。

摘　　要：乡村体育赛事的兴起为体旅深度融合开辟新路径,也为乡村振兴与区域经济发展提供重要契机。本文基于“村BA”赛事现象视角,运用文献资料法、案例分析法和逻辑分析法,探讨体育与旅游融合的内在机理、发展趋势及创新路径。研究发现,“村BA”赛事依托大众、市场、政府和社会,形成赛事体系与生态环境和谐共生、与运营技术智慧赋能、与社会资源多元整合、与公共服务协同共治,推动体育、旅游、文化和经济等方面的多重融合与高效发展。在发展趋势上,体旅融合呈现出形式升级、体验升级和要素升级等显著特征。为进一步推动体旅深度融合,提出体旅环境生态化,彰显区域特色内容;体旅产业智慧化,推动数字管理服务;体旅融合一体化,打造高效协同产业链;体旅项目品牌化,深化立体营销推广等路径,旨在为体育赛事促进体旅融合发展提供理论参考与实践启示,助力乡村振兴与产业高质量发展。The rise of rural sports events has opened new pathways for deep integration between sports and tourism,providing significant opportunities for rural revitalization and regional economic development.This study,based on the phenomenon of"Village Basketball Association"(Village BA)events,employs literature review,case analysis,and logical analysis methods to explore the intrinsic mechanisms,development trends,and innovative pathways of sports-tourism integration.It is found that the"Village BA"events rely on the public,the market,the government and society to form a harmonious coexistence between the event system and the ecological environment,the intelligent empowerment of operation technology,the diversified integration of social resources,and the collaborative co-governance of public services,so as to promote the multiple integration and efficient development of sports,tourism,culture and economy.In terms of development trends,sports-tourism integration demonstrates significant characteristics of format upgrading,experience enhancement,and element optimization.To further promote deep integration,this study proposes the ecological optimization of sports-tourism environments to highlight regional characteristics,the digitalization of the industry to advance management services,the unification of integration to build efficient and collaborative industrial chains,and the branding of projects to enhance multidimensional marketing strategies.The study aims to provide theoretical foundations and practical guidance for promoting sports-tourism integration through sports events,contributing to rural revitalization and high-quality industrial development.

关 键 词：体旅融合 “村BA”赛事 内在机理 发展趋势 创新路径 

分 类 号：F124[经济管理—世界经济]