政策驱动与需求牵引：体育旅游社交平台的发展逻辑与推进路径

Policy-Driven and Demand-Pull: The Development Logic and Promotion Pathways of Sports Tourism Social Platforms

摘要: 体育旅游作为体育产业与旅游产业融合发展的新兴业态，近年来受到学术界的持续关注。在国家系列政策引导以及数字技术普及的背景下，体育旅游数字化转型进程不断加快。以Z世代青年群体为核心的消费市场对“体育 + 旅游 + 社交”融合服务的需求持续攀升，体育旅游社交平台由此迎来发展机遇。本文在系统梳理平台经济、数字社会学、旅游管理相关理论与现有研究成果基础上，结合行业发展现状归纳平台现实困境，剖析政策供给与市场需求双重驱动下体育旅游社交平台的发展逻辑，探讨“政策引导–平台创新–市场响应”的互动机制，并提出对应的优化推进路径。

Abstract: As an emerging business format resulting from the integrated development of the sports industry and the tourism industry, sports tourism has received sustained academic attention in recent years. Since 2025, a series of policy documents have been intensively issued at the national level, ranging from the Opinions on Unleashing the Potential of Sports Consumption and Further Promoting the High-Quality Development of the Sports Industry to the Guiding Opinions on Building High-Quality Outdoor Sports Destinations, and further to the “15th Five-Year Plan” for Building a Leading Sports Nation, collectively establishing a systematic policy framework for the development of sports tourism. Simultaneously, consumer demand centered on Generation Z youth groups for integrated “sports + tourism + social” services has continued to rise. On the basis of systematically reviewing the policy trajectory of sports tourism and relevant academic literature, this paper analyzes the development logic of sports tourism social platforms under the dual drivers of policy supply and market demand, explores the interactive mechanism of “policy guidance - platform innovation - market response,” and proposes pathways for deepening the integration of sports and tourism and improving platform governance.