文旅案例 | 賽事IP+文旅融合：打造品牌賦能與盈利增長的雙贏模式、“賽事核心+文旅外延”的產品體系

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在體驗經濟蓬勃發展的今天，體育賽事與文旅項目的結合已成為區域經濟發展的重要引擎。賽事IP憑借其強大的內容吸引力、情感聯結力和傳播爆發力，為文旅項目注入了全新的活力。當一場激動人心的馬拉松穿越古城街道，當一項國際電子競技賽事在旅游度假區舉辦，當一次帆船比賽在濱海景區揚帆起航，這些場景不僅是競技的舞臺，更成為文旅品牌傳播的絕佳載體。

一、賽事IP賦能文旅 | 核心價值流量聚合與人群導入效應：體育賽事具有天然的流量聚合能力。大型賽事能夠吸引參賽者、觀眾、媒體及相關從業人員聚集，為舉辦地帶來短期內顯著的人流增長。以波士頓馬拉松為例，這項百年賽事每年吸引超過3萬名參賽者及50萬現場觀眾，為當地帶來近2億美元的直接經濟收益。這種“流量紅利”為文旅項目提供了寶貴的客源基礎，使得酒店、餐飲、景區、零售等關聯產業直接受益。品牌形象重塑與升級：賽事IP往往承載著健康、活力、專業、國際化的品牌內涵。當文旅項目與知名賽事結合，能夠有效提升自身的品牌調性。例如，海南三亞通過持續舉辦沃爾沃環球帆船賽、世界小姐總決賽等國際賽事，成功塑造了“活力三亞、時尚之都”的品牌形象，擺脫了單一海灘度假目的地的刻板印象，實現了品牌升級。內容創造與體驗深化：體育賽事本身就是高質量的內容產品，能夠極大豐富文旅項目的體驗層次。參賽者、觀眾在觀賽之余，更渴望體驗當地文化、美食和風景。新疆天山馬拉松將賽道設置在壯麗的天山腳下，參賽者既能享受跑步的樂趣，又能領略獨特的地貌景觀和民族文化，這種“賽事+景觀+文化”的復合體驗極大增強了文旅項目的吸引力。媒體曝光與傳播倍增：大型賽事往往伴隨著密集的媒體報道，無論是傳統媒體還是社交媒體，都能為舉辦地帶來巨大的曝光機會。2022年北京冬奧會期間，張家口賽區獲得了全球媒體的集中報道，其冰雪旅游資源和文化特色得到廣泛傳播，實現了品牌知名度的指數級增長。這種媒體曝光若單純依靠旅游宣傳，往往需要投入數十倍的資金和時間成本。

In today's era of booming experience economy, the integration of sports events and cultural tourism projects has become an important engine for regional economic development. The event IP, with its strong content appeal, emotional connection power and dissemination explosion force, injects new vitality into cultural tourism projects. When an exciting marathon crosses the ancient city streets, when an international e-sports event is held in a tourist resort, when a sailing competition sets sail in a coastal scenic area, these scenes are not only the stage of competition, but also become excellent carriers for the dissemination of cultural tourism brands.

I. Event IP Empowering Cultural Tourism | Core ValueTraffic aggregation and crowd introduction effect: Sports events have a natural traffic aggregation ability. Large-scale events can attract participants, spectators, media and related personnel to gather, bringing significant short-term traffic growth to the host location. Take the Boston Marathon as an example, this century-old event attracts over 30,000 participants and 500,000 on-site spectators each year, generating nearly 200 million US dollars in direct economic benefits. This "traffic dividend" provides valuable source customers for cultural tourism projects, enabling related industries such as hotels, restaurants, scenic spots and retail to benefit directly.

Brand image reshaping and upgrading: Event IPs often carry brand connotations of health, vitality, professionalism and internationalization. When cultural tourism projects are combined with well-known events, it can effectively upgrade their brand positioning. For example, Sanya in Hainan successfully shaped the brand image of "Vibrant Sanya, Fashion Capital" by continuously hosting international events such as the Volvo Round-the-World Yacht Race and the World Miss Grand Finals, breaking away from the stereotype of a single beach resort destination and achieving brand upgrade.

Content creation and experience deepening: Sports events are themselves high-quality content products, which can greatly enrich the experience level of cultural tourism projects. After watching the event, participants and spectators are more eager to experience local culture, cuisine and scenery. The Xinjiang Tianshan Marathon sets the race route at the magnificent foot of the Tianshan Mountains, allowing participants to enjoy the joy of running while also experiencing the unique landscape and ethnic culture. This "event + landscape + culture" composite experience greatly enhances the attractiveness of cultural tourism projects.

Media exposure and dissemination doubling: Large-scale events are often accompanied by intensive media coverage, whether traditional media or social media, which can bring huge exposure opportunities to the host location. During the 2022 Beijing Winter Olympics, the Zhangjiakou area received concentrated coverage from global media, its ice and snow tourism resources and cultural characteristics were widely disseminated, achieving exponential growth in brand awareness. If this media exposure were solely based on tourism promotion, it would often require dozens of times the investment in funds and time costs.

二、賽事IP賦能文旅 | 實施路徑精準匹配：選擇與目的地特質契合的賽事IP。成功的賽事文旅融合首先基于精準的匹配。歷史文化名城可主打馬拉松、自行車等穿越性賽事，展現城市風貌；濱海地區適合發展帆船、沖浪等水上運動；山地景區則可開發越野跑、登山等戶外賽事。例如，西安城墻國際馬拉松賽巧妙地將古城墻這一標志性文化遺產作為賽道，使賽事本身成為展示西安歷史文化的移動窗口，實現了賽事特質與城市形象的完美融合。空間融合：設計賽事與文旅場景的交融體驗。賽事路線規劃應充分考慮文旅資源的串聯。將賽事起點、終點或關鍵節點設置在旅游景區、文化街區、商業中心等地，能夠自然引導人流至文旅消費場景。環青海湖國際公路自行車賽的賽道設計，使參賽者和觀眾能夠全方位體驗青海湖的生態之美和周邊民族文化，賽事結束后，超過60%的參賽者會延長停留時間進行深度旅游。內容延展：打造“賽事核心+文旅外延”的產品體系。以賽事為核心，向外延伸出豐富的文旅產品。賽事期間可同步舉辦文化節、美食節、音樂節等配套活動，形成“賽事+”產品矩陣。無錫馬拉松結合當地櫻花季，打造“櫻花馬拉松”品牌，賽事期間同步舉辦櫻花攝影大賽、茶文化體驗、非遺展示等活動，使單一賽事擴展為綜合性文旅節慶，顯著提升游客停留時間和消費水平。四季延續：構建“賽事高潮+常態體驗”的持續吸引力。避免賽事結束后文旅熱度驟降的關鍵在于構建常態化的體驗產品。可基于賽事IP開發主題展覽、訓練營、體驗課程等常年運營項目。崇禮國際滑雪節不僅包含冬季賽事，還開發了夏季山地自行車、越野跑等項目，實現全年無休的體育旅游體驗，使冬奧遺產得到持續利用，文旅效益長期釋放。社群運營：培育“參賽者-游客-傳播者”的轉化閉環。賽事參與者往往具有高忠誠度和活躍度，可通過社群運營將其轉化為文旅項目的長期客源和品牌傳播者。建立參賽者社群，定期推送目的地文旅資訊，設計專屬的旅游產品和優惠，鼓勵分享體驗。廈門鐵人三項賽通過社群運營，使超過40%的參賽者每年至少一次重返廈門進行旅游消費，形成了穩定的回頭客源。

Precise matching: Select event IPs that are in line with the characteristics of the destination. Successful integration of sports and cultural tourism is primarily based on precise matching. Historical and cultural cities can focus on marathon, cycling, and other cross-city events to showcase the city's features; coastal areas are suitable for developing sailing, surfing, and other water sports; mountainous scenic areas can develop off-road running, mountain climbing, and other outdoor events. For example, the Xi'an City Wall International Marathon ingeniously uses the iconic cultural heritage of the ancient city wall as the race route, making the event itself a mobile window to showcase Xi'an's history and culture, achieving a perfect integration of event characteristics and city image.

Spatial integration: Design the integrated experience of events and cultural tourism scenarios. The planning of event routes should fully consider the connection of cultural tourism resources. Setting the starting point, finish line, or key nodes of the event in tourist attractions, cultural districts, and commercial centers can naturally guide the flow of people to cultural tourism consumption scenarios. The race route design of the Qinghai Lake International Road Cycling Race enables participants and spectators to fully experience the ecological beauty of Qinghai Lake and the surrounding ethnic culture. After the event, more than 60% of the participants will extend their stay for in-depth tourism.

Content extension: Create a product system of "event core + cultural tourism extension". Based on the event, extend a rich range of cultural tourism products. During the event, concurrent cultural festivals, food festivals, music festivals, etc. can be held to form a "event +" product matrix. The Wuxi Marathon, in combination with the local cherry blossom season, creates the "Cherry Blossom Marathon" brand. During the event, activities such as cherry blossom photography competitions, tea culture experiences, and cultural heritage exhibitions are held, expanding the single event into a comprehensive cultural tourism festival, significantly increasing the duration of tourists' stay and consumption levels.

Seasonal continuation: Build a "event climax + regular experience" continuous appeal. The key to avoiding a sudden drop in cultural tourism enthusiasm after the event lies in building regular experience products. Based on the event IP, develop perennial operation projects such as theme exhibitions, training camps, and experience courses. The Chongli International Ski Festival not only includes winter events but also develops summer mountain bike and off-road running projects, achieving a year-round sports tourism experience, enabling the use of Winter Olympics heritage for continuous utilization, and releasing cultural tourism benefits over the long term.

Community operation: Cultivate the conversion loop of "participants - tourists - disseminators". Event participants often have high loyalty and activity levels. Through community operation, they can be transformed into long-term customers and brand disseminators of cultural tourism projects. Establish a participant community, regularly push destination cultural tourism information, design exclusive tourism products and discounts, and encourage sharing of experiences. The Xiamen Ironman Triathlon, through community operation, has enabled more than 40% of participants to return to Xiamen for tourism consumption at least once a year, forming a stable repeat customer base.

三、品牌知名度提升 | 盈利增長策略整合營銷傳播：構建全媒體曝光矩陣。賽事期間整合傳統媒體、社交媒體、直播平臺等多渠道資源，打造立體傳播網絡。精心設計傳播內容，將賽事亮點與文旅特色有機結合。可邀請體育明星、旅游達人進行體驗式傳播，制造熱點話題。成都國際馬拉松通過抖音短視頻挑戰賽、微博話題營銷等方式，將“跑馬”與“逛寬窄巷子、品成都美食”緊密結合，賽事相關話題閱讀量超過10億，極大提升了城市旅游吸引力。IP價值延伸：開發賽事衍生產品與授權體系。深度挖掘賽事IP的商業價值，開發系列衍生產品。包括紀念品、服裝裝備、文創產品等，同時可將賽事IP授權給本地企業使用，擴大商業效益。柏林馬拉松的品牌授權體系涵蓋酒店、餐廳、旅行社等多個領域，形成了完整的賽事IP商業生態，僅IP授權收入就占賽事總收入的30%以上。消費場景創新：設計沉浸式文旅消費體驗。在賽事動線中巧妙布局消費場景，創新消費模式。可結合AR技術開發賽事主題的互動消費體驗，或設計“完賽紀念套餐”“賽事主題宴”等特色產品。杭州亞運會期間，當地文旅企業推出了“智能亞運主題旅游線路”，通過AR技術讓游客在游覽西湖的同時體驗虛擬體育項目，創造了全新的消費體驗，相關旅游線路預訂量增長超過200%。數據驅動運營：構建精準營銷與產品優化體系。利用賽事報名數據、參與者畫像、消費行為數據等，構建文旅營銷數據庫。通過數據分析識別高價值客群，實現精準營銷。同時，根據參與者的反饋優化文旅產品設計。上海F1大獎賽通過數據分析發現，海外觀眾對上海傳統文化體驗需求強烈，據此開發了“賽車+弄堂文化”“賽車+園林藝術”等特色旅游產品，顯著提升了海外游客的消費滿意度與金額。產業生態構建：推動“賽事+文旅+相關產業”融合發展。以賽事為紐帶，串聯文旅、餐飲、住宿、交通、零售等多個產業，形成協同發展的生態系統。建立產業聯盟，統一服務標準，設計聯合營銷方案。澳大利亞網球公開賽期間，墨爾本推出的“賽事+城市體驗”一卡通，整合了交通、景區、餐飲等多種服務，不僅方便了游客，更促進了跨行業消費流轉，據估算，該卡帶動跨行業消費增長達25%以上。

賽事IP與文旅項目的結合已超越了簡單的“借勢營銷”，正演變為深度共生、價值共創的融合新生態。成功的融合不僅在于短期內的人流聚集和經濟收益，更在于通過賽事這一動態載體，持續講述文旅目的地的獨特故事，構建情感聯結，最終實現品牌價值的升華與商業模式的創新。

Integrated marketing communication: Building a comprehensiveexposure matrix. During the event, integrate traditional media, social media, live streaming platforms and other multi-channel resources to create a three-dimensional communication network. Carefully design the communication content， integrating the highlights of the event with the cultural and tourism characteristics. Invite sports stars and travel experts for experiential communication to create hot topics. The Chengdu International Marathon， through the challenge competition on Douyin short videos and topic marketing on Weibo， combined "running" with "visiting Kuangni Alley and tasting Chengdu cuisine", closely integrating the event with related topics, with a reading volume exceeding 1 billion， greatly enhancing the city's tourism appeal.

IP value extension： Developing event derivative products and authorization system. Deeply explore the commercial value of the event IP，developing a series of derivative products. Including souvenirs，clothing and equipment，cultural and creative products，etc. At the same time， the event IP can be licensed to local enterprises for use，expanding business benefits. The brand authorization system of the Berlin Marathon covers multiple fields such as hotels restaurants，travel agencies，etc.，forming a complete event IP commercial ecosystem，with IP authorization income accounting for more than 30% of the event's total revenue.

Consumption scenario innovation：Design immersive cultural tourism consumption experiences. Skillfully layout consumption scenarios in the event route，innovating consumption models. Can develop interactive consumption experiences based on AR technologyor design special products such as "finisher commemorative package" and "event-themed banquet". During the Hangzhou Asian Games， local cultural tourism enterprises launched the "Smart Asian Games Theme Tourism Route"， using AR technology to allow tourists to experience virtual sports projects while visiting the West Lake， creating a new consumption experience and the booking volume of related tourism routes increased by more than 200%.

Data-driven operation： Building a precise marketing and product optimization system. Utilize event registration data， participant profiles， consumption behavior data， etc.， to build a cultural tourism marketing database. Through data analysis， identify high-value customers， achieve precise marketing. At the same time， optimize cultural tourism product design based on participants' feedback. The Shanghai F1 Grand Prix， through data analysis， discovered that overseas audiences had a strong demand for traditional Chinese culture experiences in Shanghai， thus developing "racing + lane culture" and "racing + garden art" as special tourism products， significantly improving the consumption satisfaction and amount of overseas tourists.

Industrial ecosystem construction: Promoting the integrated development of "events + culture tourism + related industries". With events as the link, connect multiple industries such as tourism, catering, accommodation, transportation, and retail, forming a collaborative development ecosystem. Establish an industry alliance, unify service standards, and design joint marketing plans. During the Australian Open Tennis Tournament, Melbourne launched the "Events + City Experience" card, integrating various services such as transportation, scenic spots, and catering, not only facilitating tourists but also promoting cross-industry consumption circulation. It is estimated that this card led cross-industry consumption growth by more than 25%.

The combination of event IP and cultural tourism projects has gone beyond simple "positioning marketing"，evolving into a new integrated ecosystem of deep symbiosis and value creation. Successful integration lies not only in the short-term gathering of people and economic benefits， but also in continuously telling the unique stories of the cultural tourism destination through this dynamic carrier， building emotional connections， and ultimately achieving the elevation of brand value and the innovation of business models.

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