中小型城市马拉松赛事的可持续发展研究

Research on the Sustainable Development of Small and Medium-Sized City Marathon Events

摘要: 本文以资源基础观、地方营销理论和体验经济理论为框架，探讨中小城市马拉松赛事的发展路径。研究发现，当前赛事面临财政压力、政策约束、同质化竞争与组织能力薄弱等结构性困境，其本质是粗放式发展模式与高质量发展要求之间的矛盾。研究提出差异化发展路径：旅游型城市应推进体旅融合，工业城市需注重产赛融合，文化名城则应着力文化叙事创新。同时，精准的市场定位、多元化的商业模式及基于“三重底线”的可持续发展实践共同构成系统性解决方案。建议通过强化动态能力建设、完善行业治理体系、深化社区参与等举措，推动赛事实现从规模导向到价值导向的转型，为构建具有地方特色的马拉松赛事可持续发展模式提供理论参考和实践指导。

Abstract: This study employs the Resource-Based View, Place Marketing Theory, and Experience Economy Theory as its analytical framework to examine the development pathways of marathon events in small and medium-sized cities. The research reveals that these events currently face structural challenges, including financial pressures, policy constraints, homogenized competition, and organizational capacity deficiencies, which fundamentally reflect the contradiction between extensive growth models and high-quality development requirements. The study proposes differentiated development strategies: tourism-oriented cities should advance sports-tourism integration, industrial cities need to focus on industry-event convergence, while cultural cities should emphasize cultural narrative innovation. Meanwhile, precise market positioning, diversified business models, and sustainability practices based on the “triple bottom line” collectively form a systematic solution. The study recommends enhancing dynamic capabilities, improving industry governance systems, and deepening community participation to facilitate the transition of marathon events from scale-oriented to value-oriented development, thereby providing theoretical references and practical guidance for establishing sustainable marathon event models with local characteristics.