冰雪体育赛事驱动文旅消费的机制性突围

——赛事参与和观赛行为的差异与联动

DOI：10.16741/j.cnki.bxyd.2026.02.011

中图分类号：G80-052

文献标识码：A

文章编号：1002-3488（2026）02-0074-06

Mechanism Breakthrough of Ice and Snow Sports Events Driving Cultural and Tourism Consumption

—Differences and Linkages between Event Participation and Spectator Behavior

HAN Rong 1， CHENG Gong 2， FAN Jiawei 2， GAO Yang 2

School of General Education， Harbin Huade University， Harbin 150025， China; 2. School of Quality Education， Harbin Far East Institute of Technology， Harbin 150025， China）

Abstract： In recent years， the integration of ice and snow sports events and local cultural and tourism industries has become increasingly close， shifting from event phenomena to behavioral mechanisms and achieving a leap in deep-level value. By analyzing the impact of ice and snow sports events on cultural and tourism consumption， it is found that public engagement with ice and snow sports events mainly includes “event participation” and “spectator behavior”. Although their influencing mechanisms on cultural and tourism consumption differ， both serve as important pillars for activating urban economies. However， at present， the full effectiveness of the overall mechanism by which ice and snow sports events drive cultural and tourism consumption is hindered by structural obstacles， such as the disconnection between ice and snow event experiences and cultural-tourism products，

the broken chain of transforming participation and spectatorship into consumption， and tensions between commercial demands and public services. To achieve a breakthrough at the mechanism level， this paper proposes key approaches including guiding and shaping cultural and tourism consumption patterns using the cold-region environment， strengthening the mutual promotion between ice and snow culture and regional identity， and providing the public with “extraordinary

experiences" through events. By strengthening cultural and tourism consumption driven by ice and snow sports events， efforts should be made to build a healthy and sustainable industrial ecosystem for ice and snow culture and tourism， so as to promote the high-quality development of China's ice and snow economy.

Key words： ice and snow sports events; cultural and tourism consumption; event participation; spectator behavior;

mechanism breakthrough

近年来，国内冰雪体育赛事广泛开展、如火如荼，文旅消费节节攀升、丰富多样，从北到南，一场由冰雪文旅点燃的“热经济”正在悄然之间席卷全国。（剩余8192字）