The Realization Path of Sustained Value Conversion for County-level Sports Events amid Viral Mass Sports Trends
Abstract
Against the backdrop of Chinese modernization and the national fitness strategy, county-level mass sports events have gone viral via new media, acting as critical vehicles for urban-rural integration, rural industrial growth and residents’ cultural enrichment. However, most such events only attract temporary online attention and suffer from short-sighted value conversion and fragile operational frameworks. This paper employs literature review and multi-case comparative analysis, selecting three representative events: Rongjiang Village Football League, Lanling Village Basketball League and Pidu Rural Sports Tournament. Three distinct development models are summarized, alongside three core bottlenecks: misalignment between viral influence and local developmental needs, fragmented empowerment frameworks, and inadequate multi-stakeholder collaboration. This study innovatively establishes a three-tier operational framework covering graded viral influence assessment, targeted value matching and dynamically adaptive long-term governance. Corresponding strategies regarding differentiated promotion, collaborative management and integrated industrial-livelihood empowerment are put forward. The findings offer theoretical support and practical guidelines to help county sports events escape fleeting traffic traps and realize balanced, sustainable progress in social, industrial and people’s welfare value.
