天津体育学院学报

乡村体育赛事作为促进农文旅消费的新型载体，已成为实施乡村振兴战略、发展乡村产业的有力抓手。运用文献资料法、实地调研法等，深入阐释乡村体育赛事促进农文旅消费的实践形态与内在逻辑，并提出现实堵点与解决策略，旨在为扎实推进乡村全面振兴注入体育动能与经济活力。乡村体育赛事促进农文旅消费具有消费主体多元化、消费产品融合化、消费空间场景化和消费方式体验化等特征，并通过场景构建、品牌打造、产业融合和政策供给等内在途径，有效提升农文旅消费活力。针对实践中乡村体育赛事产品供给、主体参与、场景营造和制度保障等堵点，提出促进乡土文化与乡村体育赛事有机融合，推进乡村体育赛事运营模式市场化转型，推动消费场景在地化嵌入农文旅产业链，完善政府发展乡村体育赛事的保障机制。

As a new carrier to promote the consumption of agriculture,culture and tourism,rural sports events have become a powerful starting point for the implementation of the rural revitalization strategy and the development of rural industry. By using the methods of literature and field research,this paper deeply discussed the practical form and internal logic of rural sports events to promote the consumption of agricultural culture and tourism,and puts forward the practical blocking points and solutions,aiming to inject sports kinetic energy and economic vitality into the solid promotion of rural comprehensive revitalization. The rural sports events promote the consumption of agricultural culture and tourism with the characteristics of diversification of consumption subjects,integration of consumer products,scenario of consumption space,experience of consumption mode,and effectively improve the consumption vitality of agricultural culture and tourism through scenario construction,brand building,industrial integration,policy supply and other internal ways. In view of the blocking points such as the supply of rural sports events products,main body participation,scene creation and system guarantee in practice,this paper proposes to promote the organic integration of local culture and rural sports events,promote the market-oriented transformation of the operation mode of rural sports events,promote the localization of consumption scenes embedded in the agricultural culture and tourism industry chain,and improve the government's guarantee mechanism for the development of rural sports events.