Research On The Cultural Development And Promotion Of Gold Medal Marathons In China

In 2018,the State Council issued the "Guiding Opinions on Accelerating the Development of the Sports Competition Performance Industry",which emphasized "promoting the interactive integration of sports competitions and cultural performances,and promoting the deep integration of the sports competition performance industry with related industries such as culture,tourism,entertainment,and the Internet".In2019,the State Council issued the "Opinions on Promoting National Fitness and Sports Consumption to Promote the High-Quality Development of the Sports Industry",which proposed that "the integration of sports competitions and cultural performances can greatly promote national fitness,promote sports consumption,and further promote the high-quality development of the sports industry".The issuance of the document provides constructive suggestions for building a cultural content system for domestic gold medal marathon events,promoting the development of urban tourism and cultural industries,and building a brand culture for marathon events.In this context,how to better develop and promote the culture of marathon events has become an urgent problem to be solved in China.Based on this,this study takes the cultural development and promotion of China’s gold medal marathon as the research object,takes the cultural quartering method as the theoretical basis,and uses literature,field survey,in-depth interview,questionnaire survey,mathematical statistics and other research methods to study the current situation and existing problems of China’s gold medal marathon cultural development and promotion.The research conclusion is as follows:1.The current situation and problems of cultural development in marathon events in China:(1)The current situation of cultural development in marathon events: The types of material cultural development in marathon events mainly include track culture,medal culture,clothing culture,and cultural and creative surroundings.Through the development of material culture,the image of the city hosting the event is reflected,improving the visual experience of runners;The development types of institutional culture mainly include policy management,volunteer culture,and event services.Through the construction of institutional culture,the behavior of event organizers is constrained,effectively ensuring the personal safety of participants;The types of spiritual and cultural development mainly include urban spirit,sports spirit,and slogan signs,showcasing the spiritual and cultural connotations of marathon events through the development of spiritual culture;The development types of behavioral culture mainly include value concepts,behavioral styles,and behavioral environments.Through the development of behavioral culture,the concept of organizing competitions is conveyed,and the awareness of sports participation among urban residents is improved.(2)The problems in the cultural development of marathon events include the lack of distinctive features and serious homogenization;The continuity of volunteers is not strong,and the volunteer training process needs to be improved;The marathon event was held for a relatively short period of time and did not form a cultural content system for the event.In response to the problems in the cultural development process of marathon events,the following strategies are formulated: highlighting the cultural characteristics of the event and avoiding homogenization;Taking social volunteers as the main body,improving the professional service level of volunteers;Build a cultural content system for competitions and create world-class boutique competitions.2.Current situation and problems of cultural promotion of marathon events:(1)Current situation of cultural promotion of marathon events: The path of cultural promotion of marathon events is mainly promoted through new media,film and television variety shows,and event cultural activities;The cultural promotion of marathon events mainly includes basic information of the event,event history,sponsor related information,and interview information of participants.Through the promotion of event cultural content,it helps participants understand event related information and strengthens communication with marathon participants.(2)The problem with promoting the culture of marathon events is that it deviates from the construction of marathon’s own culture and places too much emphasis on the promotion of city and sponsor culture;The participation of urban residents is relatively low,and the competition atmosphere is insufficient.In response to the problems in the cultural promotion process of marathon events,the following strategies are formulated: develop the project culture of marathon itself,strengthen the brand building of the event;Enhance citizens’ participation in marathon events and enhance the atmosphere of the event.3.Typical cases of cultural development of well-known overseas marathon events:(1)Boston Marathon:the content of material cultural development mainly includes race track culture and medal culture.Among them,the unicorn image in the Poma medal symbolizes the sports spirit of brave pursuit and unyielding;The development of institutional culture mainly includes safety culture and volunteer culture,and the development of institutional culture will avoid and prevent potential risks that may arise during the competition;The spiritual culture is mainly reflected in the spirit of patriotism,the longing for freedom,and the spirit of never giving up;Behavioral culture is mainly reflected in the creation of competition atmosphere and the construction of social group awareness.(2)Tokyo Marathon: The development of material culture mainly includes medal culture and track culture.Among them,track culture combines modern buildings and historical sites in Tokyo,reflecting the historical and cultural heritage and urban characteristics of the city;The development of institutional culture mainly includes safety culture,event services,and environmental protection culture.Tokyo Marathon has been widely recognized by marathon enthusiasts due to its meticulous and thoughtful event services;The content of spiritual and cultural development mainly includes the willpower qualities of perseverance,tenacity,and unity;The development of behavioral culture is mainly reflected in the creation of a track atmosphere,which attracts marathon enthusiasts from around the world and experiences the charm of the Tokyo Marathon.Therefore,this study suggests that:(1)event organizers should fully leverage the cultural characteristics of the city and establish its image in track planning,medal design,and event services.(2)Strengthen the construction of rules and regulations for marathon volunteers,standardize volunteer service activities,and effectively safeguard the rights of volunteers.In addition,it is necessary to establish a comprehensive mechanism for recruiting and training marathon volunteers,in order to enhance the professional abilities of event volunteers.(3)Focus on developing the project culture of the marathon event itself,combine urban development concepts and public needs,collaborate with social civilization to promote the development of the marathon event,and serve the national fitness.(4)Expand the cultural promotion path of marathon events,integrate event promotion resources,timely update event information,promote the cultural content of marathon events,and further enhance the international influence of domestic marathon events.(5)Enhance the recognition and participation of urban residents in the event,strengthen communication with the city public,enhance citizens’ sense of participation,attract more citizens to spontaneously participate in the marathon event,and enhance the atmosphere of the event.