文旅案例 | 文旅+體育的深度融合：新趨勢下的發展路徑與項目構建

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體育產業作為綠色、健康、充滿活力的新興產業，正成為文旅產業轉型升級的重要引擎。“文旅+體育”的融合發展，不僅順應了人們對健康生活方式的追求，也為區域經濟發展注入了新的動能。

一、市場環境與政策背景：文旅+體育迎來黃金發展期

當前文旅市場呈現兩大特征：一方面，傳統景區面臨同質化競爭和增長乏力困境，急需尋找差異化發展路徑；另一方面，沉浸式、體驗式、個性化旅游產品需求激增，旅游消費正從“看風景”向“享體驗”轉變。與此同時，我國體育產業規模持續擴大，預計2025年總產值將達到5萬億元，體育消費潛力巨大。這種市場背景為文旅+體育的融合發展提供了廣闊空間。政策層面，國家對文旅體融合發展給予了明確支持，提出要“推進旅游與體育、健康等領域融合發展”；《體育強國建設綱要》強調“推動體育與旅游、健康、養老等產業融合發展”。各地政府也相繼出臺配套政策，在土地供應、資金扶持、基礎設施建設等方面提供支持，為文旅+體育項目創造了有利的政策環境。

二、客群消費新趨勢：健康、體驗、社交成為核心訴求

理解目標客群的消費習慣是項目成功的關鍵。當前文旅消費市場呈現以下趨勢：健康意識覺醒：后疫情時代，健康成為消費者最關注的要素之一。據調查，超過70%的游客在選擇旅游產品時會考慮健康因素，徒步、騎行、滑雪、潛水等體育旅游項目受到青睞。體驗需求升級：現代旅游者不再滿足于被動觀光，而是渴望深度參與和獨特體驗。體育旅游正好滿足了這種需求，無論是學習一項新技能，還是挑戰自我極限，都能提供傳統旅游無法給予的體驗價值。社交屬性強化：特別是年輕消費群體，將旅游視為社交方式，體育賽事、戶外活動成為結識志同道合者的平臺。小紅書、抖音等社交媒體的興起，進一步放大了體育旅游的社交傳播效應。圈層化與專業化：不同群體對體育旅游的需求日益細分。銀發族偏好康養型體育項目，中產家庭青睞親子體育體驗，年輕人則追求極限運動和潮流運動，形成了多元化的細分市場。

As a green, healthy and dynamic emerging industry, the sports industry is becoming an important engine for the transformation and upgrading of the cultural and tourism industry. The integrated development of "culture, tourism and sports" not only conforms to people's pursuit of a healthy lifestyle, but also injects new impetus into regional economic development.

I. Market Environment and Policy Background: The combination of culture, tourism and sports is entering a golden period of developmentThe current cultural and tourism market presents two major characteristics: On the one hand, traditional scenic spots are confronted with the predicament of homogenized competition and sluggish growth, and urgently need to find a differentiated development path; On the other hand, the demand for immersive, experiential and personalized tourism products has soared, and tourism consumption is shifting from "viewing scenery" to "enjoying experiences". Meanwhile, the scale of China's sports industry has continued to expand. It is estimated that the total output value will reach 5 trillion yuan by 2025, and the potential for sports consumption is huge. This market background provides a broad space for the integrated development of culture, tourism and sports. At the policy level, the state has provided clear support for the integrated development of culture, tourism and sports, and proposed to "promote the integrated development of tourism with sports, health and other fields". The Outline for Building a Sports Power emphasizes "promoting the integrated development of sports with tourism, health care, elderly care and other industries." Local governments have also successively introduced supporting policies, providing support in terms of land supply, financial assistance, and infrastructure construction, creating a favorable policy environment for cultural tourism and sports projects.

Ii. New Trends in Customer Consumption: Health, experience, and social interaction have become core demandsUnderstanding the consumption habits of the target customer group is the key to the success of the project. The current cultural and tourism consumption market shows the following trends: The awakening of health awarenessIn the post-pandemic era, health has become one of the most concerned elements for consumers. According to a survey, over 70% of tourists take health factors into account when choosing tourism products. Sports tourism projects such as hiking, cycling, skiing and diving are favored. Upgraded experience demands: Modern tourists are no longer content with passive sightseeing but are eager for in-depth participation and unique experiences. Sports tourism precisely meets this demand. Whether it is learning a new skill or challenging one's own limits, it can offer an experience value that traditional tourism cannot provide. Strengthening of social attributes: Especially for the young consumer group, travel is regarded as a form of social interaction, and sports events and outdoor activities have become platforms for meeting like-minded people. The rise of social media platforms such as Xiaohongshu and Douyin has further magnified the social dissemination effect of sports tourism. Stratification and specializationThe demands of different groups for sports tourism are increasingly segmented. The silver-haired generation prefers health and wellness sports, middle-class families favor parent-child sports experiences, and young people pursue extreme and trendy sports, thus forming a diversified and segmented market.

三、項目類型構建：打造多層次、特色化的文旅+體育產品體系，基于以上分析，文旅+體育項目應構建多層次、特色化的產品體系，滿足不同客群需求：

大眾參與型體育旅游項目，這類項目面向最廣泛的消費群體，以低門檻、高趣味性為特點。包括：自行車主題旅游：結合區域綠道、鄉村道路、景區道路，打造不同難度的騎行線路，配套租賃、維修、救援服務。如千島湖環湖騎行線路已成為國內知名體育旅游品牌。徒步登山產品：設計不同強度和主題的徒步路線，結合自然教育、攝影采風等元素。可借鑒瑞士阿爾卑斯山區的成熟經驗，建立完善的步道標識系統和休息站點。水上運動體驗：在湖泊、海岸等水域資源豐富地區開發皮劃艇、帆船、槳板等項目，注意安全設施建設和教練團隊配備。

賽事引領型體育旅游項目，體育賽事具有強大的引流能力和傳播效應，是文旅+體育融合的重要抓手：打造自主賽事IP：結合地方文化特色，創辦具有獨特性的體育賽事。如敦煌沙漠馬拉松、環青海湖自行車賽等，將體育競技與地域文化完美結合。引入專業體育賽事：與國內外體育組織合作，引入成熟賽事的分站賽或資格賽，快速提升目的地知名度。開發業余等級賽事：針對不同水平的體育愛好者，設計階梯式賽事體系，讓更多人有機會參與競技體驗。

度假沉浸型體育旅游項目，這類項目將體育元素深度融入旅游度假體驗中：體育主題度假區：以某一項或多項運動為主題，整合訓練、比賽、康復、休閑等功能。如滑雪度假村、高爾夫度假區等，提供全鏈條服務。“體育+康養”綜合體：針對銀發市場和亞健康人群，結合中醫理療、溫泉療養、森林康養等資源，開發太極拳、瑜伽、養生徒步等產品。青少年體育營地：利用寒暑假時間，開發以體育技能學習、戶外生存訓練為主題的夏令營、冬令營，滿足家庭旅游需求。

文化融合型體育旅游項目，挖掘地方文化中的體育元素，實現文旅體深度融合：民族傳統體育體驗：開發賽龍舟、摔跤、射箭、馬術等民族傳統體育項目，將其與現代旅游體驗相結合。體育文化主題線路：如“中國古代武術尋蹤之旅”、“絲綢之路體育文化交流線路”等，將體育體驗嵌入歷史文化敘事中。體育博物館與研學基地：建設體育主題博物館，開發體育科技、體育歷史、運動健康等研學課程，拓展教育旅游市場。

都市休閑型體育旅游項目，針對城市及周邊客群，開發日常化和周末化的體育旅游產品：城市體育公園：將城市公園改造升級，融入智慧跑道、極限運動區、球類運動場等設施，成為市民日常體育消費場所。工業遺址體育化改造：借鑒北京首鋼園區的經驗，將廢棄工業設施改造為體育場館和體驗空間，保留工業遺產的同時注入新功能。“體育+商業”綜合體：在商業綜合體中嵌入體育元素，如室內滑雪場、攀巖館、潛水體驗池等，創造新型消費場景。

Iii. Project Type Construction: Build a multi-level and Specialized cultural tourism + sports Product System. Based on the above analysis, cultural tourism + sports projects should establish a multi-level and specialized product system to meet the needs of different customer groupsMass participatory sports tourism projects, which target the broadest consumer group, are characterized by low entry barriers and high entertainment value. Including: bicycle-themed tourism: By integrating regional greenways, rural roads and scenic area roads, create cycling routes of different difficulties, and provide supporting rental, maintenance and rescue services. The cycling route around Qiandao Lake has become a well-known sports tourism brand in China. Hiking and mountain climbing products: Design hiking routes of different intensities and themes, integrating elements such as nature education and photography fieldwork. We can draw on the mature experience of the Swiss Alps to establish a complete trail sign system and rest stops. Water sports experience: Develop kayaking, sailing, paddleboarding and other projects in areas rich in water resources such as lakes and coasts, and pay attention to the construction of safety facilities and the allocation of coaching teams.

Event-driven sports tourism projects: Sports events have a strong ability to attract traffic and a wide dissemination effect, and they are an important means for the integration of culture, tourism and sports: Creating self-owned event ips: Combining local cultural characteristics to establish sports events with uniqueness. Such as the Dunhuang Desert Marathon and the Tour of Qinghai Lake Cycling Race, they perfectly combine sports competitions with regional culture. Introduce professional sports events: Cooperate with domestic and international sports organizations to introduce regional or qualifying events of mature sports events to rapidly enhance the destination's popularity. Develop amateur-level events: Design a step-by-step event system for sports enthusiasts of different levels to provide more people with the opportunity to participate in competitive experiences.

Vacation immersive sports tourism projects, this type of project deeply integrates sports elements into the vacation experience: Sports-themed resort areas: With one or more sports as the theme, integrating functions such as training, competition, rehabilitation, and leisure. Such as ski resorts, golf resorts, etc., providing full-chain services. "Sports + Health Care" complex: Targeting the silver-haired market and sub-healthy individuals, it integrates resources such as traditional Chinese medicine physiotherapy, hot spring therapy, and forest health care to develop products like Tai Chi, yoga, and health-preserving hiking. Youth sports camps: During winter and summer vacations, summer and winter camps with themes of sports skills learning and outdoor survival training are developed to meet the needs of family travel.

Cultural integration sports tourism projects explore the sports elements in local culture to achieve a deep integration of culture, tourism and sports: Traditional ethnic sports experience: Develop traditional ethnic sports such as dragon boat racing, wrestling, archery and equestrianism, and combine them with modern tourism experience. Sports culture-themed routes: such as "The Journey of Tracing Ancient Chinese Martial Arts" and "The Silk Road Sports and Cultural Exchange Route", etc., embed sports experiences into historical and cultural narratives. Sports museums and study tour Bases: Build sports-themed museums, develop study tour courses on sports technology, sports history, sports health, etc., and expand the educational tourism market.

四、實施策略與保障體系，成功運營文旅+體育項目需要系統化的策略支持：

堅持市場導向與因地制宜，深入分析目標客群需求，避免盲目跟風。充分挖掘本地自然資源和文化特色，打造具有獨特競爭力的產品。如山地地區側重登山、攀巖、滑翔傘；水域資源豐富地區側重帆船、沖浪、潛水；冰雪資源地區則聚焦滑雪、冰上運動。

構建“軟硬兼顧”的支撐體系，硬件方面，建設符合安全標準的體育設施，同時完善交通、住宿、餐飲等配套服務。軟件方面，培養專業教練、裁判、救援隊伍，開發科學的課程體系和賽事管理系統，提升服務質量。

深化產業融合與跨界創新，推動文旅、體育、教育、健康、科技等多領域融合，開發“體育+科技”“體育+教育”“體育+醫療”等新產品。如利用VR/AR技術提供虛擬體育體驗，開發運動康復旅游產品等。

創新營銷模式與社群運營，針對體育旅游興趣圈層，開展精準營銷。與體育KOL、專業俱樂部、運動社群合作，通過體驗分享、賽事直播、挑戰活動等形式擴大影響力。建立會員體系和線上社區，增強用戶粘性。

Iv. Implementation Strategies and Guarantee System: The successful operation of cultural tourism and sports projects requires systematic strategic support

Adhere to market orientation and local conditions, conduct in-depth analysis of the needs of the target customer group, and avoid blindly following the trend. Fully explore the local natural resources and cultural characteristics to create products with unique competitiveness. In mountainous areas, the focus is on mountain climbing, rock climbing and paragliding. Areas rich in water resources focus on sailing, surfing and diving. In areas with ice and snow resources, the focus is on skiing and ice sports. Build a support system that takes both software and hardware into account. In terms of hardware, construct sports facilities that meet safety standards, and at the same time improve supporting services such as transportation, accommodation and catering. In terms of software, we aim to cultivate professional coaches, referees and rescue teams, develop a scientific curriculum system and event management system, and enhance service quality. Deepen industrial integration and cross-border innovation, promote the integration of multiple fields such as culture and tourism, sports, education, health, and technology, and develop new products such as "sports + technology", "sports + education", and "sports + healthcare". For instance, VR/AR technology can be utilized to offer virtual sports experiences and develop sports rehabilitation tourism products, etc. Innovate marketing models and community operations, and carry out precise marketing targeting the interest circles of sports tourism. Collaborate with sports Kols, professional clubs, and sports communities to expand influence through forms such as experience sharing, live event broadcasts, and challenge activities. Establish a membership system and an online community to enhance user stickiness.

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