“体育+旅游”视角下民族传统体育品牌赛事产业化研究

Study on the Industrialization of National Traditional Brand Sporting Events: from the Perspective of Sports Plus Tourism

运用田野调查法对广西红水河流域民族传统体育大型品牌赛事进行调查,在此基础上结合逻辑分析法对民族传统体育品牌赛事形成旅游产业的潜力进行分析,探究民族传统体育品牌赛事旅游开发的路径。认为广西红水河流域的民族传统体育旅游可以从3个方面开发:1)体育参与类旅游;2)体育观赏类旅游;3)参与+观赏类旅游。针对当前广西民族传统体育旅游运转的困境,在"体育+旅游"视角下提出民族传统品牌赛事产业化的发展策略:1)借助政策,打造具有地域特色的体育旅游示范基地;2)利用信息产业优势,推广红水河流域体育旅游资源;3)建立地域性产业链,深化红水河流域民族传统体育旅游产业;4)构建红水河流域体育旅游综合体,扩大产业路径。

Through field investigation on the traditional ethnic sports large brand sporting events in Red River Basin of Guangxi,on the basis of potential analysis combined with logical analysis of the brand competition of national traditional sports tourism industry,this paper explores the path of national traditional sports brand events tourism development,and proposes that the national traditional sports tourism in Guangxi Red Water River can be developed on three aspects:1) participation sports tourism; 2) sightseeing sports tourism; and 3)participation plus sightseeing tourism.In view of the current difficulties of national traditional sports tourism operation in Guangxi,it puts forward the development strategies for traditional brand competition in sports industry and tourism from the perspective of "sport plus tourism" :1) with the advance of national policy,build sports tourism demonstration base with regional characteristics; 2) promote the sports tourism resources in the Red River Basin by utilizing the information industry; 3) establish regional industrial chain,and further develop the national traditional sports tourism industry in Red River Basin; and 4) construct a sports tourism complex in Red River Basin,and expand the industrial path.