欧美发达国家体育旅游市场耦合机制研究——以欧洲与北美经验为主要参照

Research on the Coupling Mechanism of the Sports Tourism Market in Developed Countries in Europe and America—Taking the Experiences of Europe and North America as the Main Reference

摘要: 在全球旅游业、体育赛事经济与目的地治理深度交织的背景下，体育旅游已成为欧美发达国家提升目的地吸引力、优化旅游产品结构和带动区域消费的重要组成部分。与将某一单一国家经验理解为由若干专项法案直接推动不同，文章认为，欧美体育旅游的发展更多形成于国家与区域旅游战略、地方目的地营销组织、体育治理机构、行业协会及市场主体长期协同作用的过程中。基于政策网络理论和制度分析与发展(IAD)框架，将“市场耦合机制”界定为政策规则、组织网络与市场需求在特定行动场域中的持续匹配过程，并从主体协同、资源整合、需求适配和治理反馈四个维度进行分析。研究发现，欧美发达国家体育旅游的发展大体经历了地方赛事驱动、组织化与专业化、综合治理与可持续导向三个阶段；其耦合机制的核心并非单一政府部门主导，而是通过目的地营销组织、体育组织和赛事运营网络实现“赛事导入–游客停留–住宿餐饮消费–城市品牌传播–再投资”的循环。近年来，欧洲政策更强调绿色转型、数字转型、可及性和目的地管理，北美实践则突出市场化运营、区域协同和目的地开发能力。对我国而言，借鉴发达国家经验的关键不在于复制单一政策工具，而在于构建多层级协同治理体系，建立以市场需求和数据反馈为基础的政策调整机制，并推动体育、文旅、健康与区域发展的联动。

Abstract: Against the backdrop of the deep integration of global tourism, sports event economy, and destination governance, sports tourism has become an important component for developed countries in Europe and America to enhance destination attractiveness, optimize tourism product structure, and drive regional consumption. Unlike understanding the experience of a single country as being directly driven by several specialized laws, this paper argues that the development of sports tourism in Europe and America is more the result of the long-term coordinated efforts of national and regional tourism strategies, local destination marketing organizations, sports governance institutions, industry associations, and market players. Based on the policy network theory and the Institutional Analysis and Development (IAD) framework, this paper defines the “market coupling mechanism” as the continuous matching process of policy rules, organizational networks, and market demands in a specific action field, and analyzes it from four dimensions: subject coordination, resource integration, demand adaptation, and governance feedback. The research finds that the development of sports tourism in developed countries in Europe and America has generally gone through three stages: local event-driven, organization and professionalization, and comprehensive governance and sustainable orientation. The core of its coupling mechanism is not dominated by a single government department, but rather achieved through destination marketing organizations, sports organizations, and event operation networks to realize a cycle of “event introduction-tourist stay-accommodation and catering consumption-city brand promotion-reinvestment”. In recent years, European policies have emphasized green transformation, digital transformation, accessibility, and destination management, while North American practices have highlighted market-oriented operations, regional collaboration, and destination development capabilities. For China, the key to drawing on the experience of developed countries does not lie in replicating a single policy tool, but in building a multi-level coordinated governance system, establishing a policy adjustment mechanism based on market demand and data feedback, and promoting the linkage of sports, cultural tourism, health, and regional development.