摘要

户外运动赛事作为体育产业与文旅产业融合发展的新兴载体，正逐步成为激发区域消费活力、推动文体旅商深度融合的重要引擎。我们以泸州市为研究对象，立足国家推动体育赛事经济与消费升级、四川省户外运动产业发展与文体旅商融合战略部署以及泸州市赛事激励政策与区域消费中心城市建设的多重政策背景，运用文献分析和案例研究等方法，系统探究户外运动赛事促进文体旅商融合的机制与路径。研究发现：泸州市已初步构建起覆盖国际、国家、省、市、县五级的户外运动赛事体系，2025年全年举办重点赛事232场，其中国际级3场、国家级5场、省级12场，赛事经济效应初步显现，全年带动周边消费超5亿元。在融合机制层面，户外运动赛事通过经济效应与社会效应的多维表征实现融合效应的价值释放；通过“流量导入—留量转化—增量创造”的核心转化链条，将瞬时性赛事流量转化为可持续的经济增量；在政策驱动、市场需求与社会参与的多元动力协同下，依托政府市场协同、产业间协同与空间协同的产业协同机制，形成赛事促进文体旅商融合的系统性运行架构。在优化路径层面，本文提出赛事供给体系升级、空间与产业全域协同、流量高效转化与商业变现、以及制度创新与政策保障等系统性对策。户外运动赛事能够通过“以赛为媒”的融合机制，有效打通体育、文化、旅游、商业之间的产业边界，实现从“瞬时流量”到“长期留量”再到“持续增量”的价值跃升。泸州的实践经验为中小城市以赛事经济撬动文体旅商融合提供了可推广的参考样本。

Abstract

As an emerging vehicle for the integrated development of the sports industry and the cultural tourism industry, outdoor sports events are gradually becoming an important engine for stimulating regional consumption vitality and promoting the deep integration of culture, sports, tourism, and commerce. Taking Luzhou City as the research object, and against the multiple policy backgrounds of China’s promotion of the sports event economy and consumption upgrading, Sichuan Province’s strategic deployment for the development of the outdoor sports industry and the integration of culture, sports, tourism, and commerce, and Luzhou City’s event incentive policies and construction of a regional consumption center city, this study uses methods such as literature analysis and case studies to systematically explore the mechanisms and paths through which outdoor sports events promote the integration of culture, sports, tourism, and commerce. The study finds that Luzhou City has initially established a five-tier outdoor sports event system covering international, national, provincial, municipal, and county levels. In 2025, 232 key events were held throughout the year, including 3 international events, 5 national events, and 12 provincial events. The economic effects of the events have begun to emerge, driving more than 500 million yuan in surrounding consumption over the year. At the level of integration mechanisms, outdoor sports events realize the value release of integration effects through the multidimensional representation of economic and social effects; through the core transformation chain of “traffic introduction—retention conversion—increment creation,” they transform transient event traffic into sustainable economic increments; and under the synergy of multiple drivers of policy, market demand, and social participation, they rely on an industrial synergy mechanism featuring government–market synergy, inter-industry synergy, and spatial synergy to form a systematic operating architecture in which events promote the integration of culture, sports, tourism, and commerce. At the level of optimization paths, this paper proposes systematic countermeasures such as upgrading the event supply system, whole-region spatial and industrial synergy, efficient traffic conversion and commercial monetization, and institutional innovation and policy support. Outdoor sports events can, through an “events as a medium” integration mechanism, effectively break down the industrial boundaries among sports, culture, tourism, and commerce, and achieve a value leap from “transient traffic” to “long-term retained traffic” and then to “sustained increments.” Luzhou’s practical experience provides a replicable reference sample for small and medium-sized cities to leverage the sports event economy to stimulate culture–sports–tourism–commerce integration.

参考文献