解析村超（BA）爆火现象,探讨网红旅游地体育文化旅游消费行为的影响机制,对促进民族文化传承和创新,助力“乡村振兴”及提升居民幸福感具有重要现实意义。文章基于Stimulus-Organism-Response（SOR）理论和计划行为理论构建村超（BA）网红旅游地体育文化旅游消费行为的影响机制模型,以“赛场”体育价值观、“社会场”地方依恋、“媒体场”媒体传播为自变量,以“心理场”态度、主观规范、行为知觉控制为中介变量,以“心理场”旅游意向和旅游行为为结果变量,利用结构方程模型检验研究假设。结果表明：①游客的体育文化旅游消费意向和行为均值分别为4.48、4.58,均表现为积极倾向;②地方依恋和媒体传播对潜在游客的态度、主观规范、知觉行为控制起到显著正向影响,并通过知觉行为控制间接影响潜在游客的体育文化旅游意向,进而促进体育文化旅游行为产生;③潜在游客主观规范、知觉行为控制显著正向影响其体育文化旅游意向,再通过意向影响体育文化旅游行为。即村超（BA）体育文化旅游消费行为的产生是在知觉行为控制中介作用下,“由媒而动”和“为地而来”,而非“因赛而聚”,但乡村赛事为地方性文化展演及交流搭建了舞台。
It is of great practical significance to explore the influence mechanism of sports culture tourism consumption behavior in net-popular tourism destinations to promote the inheritance and innovation of ethnic culture, boost "rural revitalization" and enhance residents' happiness. Based on the stimulus-organism-response (SOR) theory and the theory of planned behavior, this paper constructs an influence mechanism model of sports cultural tourism consumption behavior of Village Basketball Game and Village Super League in Guizhou, which takes sports values, place attachment, and media communication as independent variables, attitudes, subjective norms, and perceived behavioral control as mediating variables, and tourism intention and tourism behavior as dependent variables. It uses the structural equation model to test the research hypotheses. The results indicate that: 1) The average value of tourists' intentions and behaviors towards sports cultural tourism consumption are 4.48 and 4.58 respectively, both showing a positive tendency. 2) Place attachment and media communication have significant positive impacts on potential tourists' attitudes, subjective norms, and perceived behavioral control. These factors indirectly influence tourists' intentions towards sports cultural tourism through perceived behavioral control, leading to the actualization of such behaviors. 3) Potential tourists' subjective norms and perceived behavioral control significantly positively influence their intentions towards sports cultural tourism, which in turn influences their sports cultural tourism behavior. Research suggests that the consumption behaviors of sports cultural tourism in the Village Basketball Game and Village Super League of Guizhou are primarily driven by "assembling for the media" and "coming for the destination, " rather than "gathering for the competition". The rural events serve as a platform for local cultural performances and exchanges.
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