周思羽1，孙文波2，路云亭1[1]
(1.上海体育大学 新闻与传播学院，上海 200438；2.上海体育大学 经济与管理学院，上海 200438)
摘 要：“苏超”是以群众体育为基础推动“体文旅”深度融合发展的先行模式。运用文献资料法对“苏超”赛事促进“体文旅”融合发展的逻辑背景、现象解读、模式构建3方面进行研究，在此基础上提出“体文旅”融合发展的启示。研究表明：群众体育为“体文旅”互融提供粘合力；文化认同为“体文旅”互融提供驱动力；旅游消费为“体文旅”互融提供反哺力。启示：营造“政策支持-多元协同-群众自治”的“体文旅”融合发展环境；构建“官方搭台-群众唱戏-全域共振”的“体文旅”融合传播范式；完善“流量聚合-体验深化-价值留存”的“体文旅”融合消费闭环。
关 键 词：“苏超”；“体文旅”融合发展；群众体育赛事
中图分类号：G80-05 文献标志码：A 文章编号：1006-7116(2025)05-0024-07
Research on promoting the integrated development of “sports, culture, and tourism” through mass sports events
——A case study of the “Jiangsu Football City League”
ZHOU Siyu1，SUN Wenbo2，LU Yunting1
(1.School of Journalism and Communication，Shanghai University of Sport，Shanghai 200438，China；
2.School of Economics and Management，Shanghai University of Sport，Shanghai 200438，China)
Abstract: The “Jiangsu Football City League” is a pioneering model that promotes the deep integration and development of "sports, culture, and tourism" based on mass sports. Using the method of literature review, this study explores the internal logic, phenomenon interpretation, and model construction of promoting the integrated development of "sports, culture, and tourism" in Jiangsu Province's urban football league, and then based on this, it also proposes enlightening insights for the integrated development of "sports, culture, and tourism". Research has shown that mass sports provide a cohesive force for the integration of sports, culture, and tourism; cultural identity provides a driving force for the integration of sports, culture, and tourism; and tourism consumption provides feedback for the integration of sports, culture, and tourism. Enlightenment and mirror will be that: creating an integrated development environment for sports, culture, and tourism that combines policy support, diverse collaboration, and mass autonomy; building a "sports, culture, and tourism" integrated communication paradigm of "official stage setting, mass singing, and global resonance"; and improving the integrated consumption closed loop of "sports, culture, and tourism" through "traffic aggregation, experience deepening, and value retention".
Keywords: the Jiangsu Football City League；integrated development of “sports, culture, and tourism”；mass sports events