文体旅融合赋能藏族赛马节品牌塑造：价值意蕴·现实困境与疏解路径

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关键词文体旅融合；藏族赛马节；品牌塑造；文旅品牌；赋能

中图分类号F327文献标识码A

文章编号 0517-6611（2025）23-0248-04

doi： 10.3969/j. issn. 0517-6611. 2025.23. 052

开放科学（资源服务）标识码（OSID）：

The Integration of Culture，Sports，and Tourism Empowers the Branding of Tibetan HorseRacingFestivals：Value Implications， Practical Challenges，and Solutions

ZHU Ya-cheng（School of Physical Education， Xizang Minzu University，Xianyang，Shaanxi 712082）

AbstractThroughthecomprehensiveuseoffeldresearch，caseanalysisandothermethods，thisartcledeplyexplorestevalueiplications，racticaldidusfitegatiglureorsdostpoerthandingofanoseaigtial， aimingtoprovideteoreicalupptandprcticaleerecefotaingofetanHorseacingFtialeseahsuggstsateal ueofintegatigureortsndtousmipoeingteadingofbeanHoseRacingstialidsaigdived images，hapingtheculturalcoreofhorseracingfestivalbrands，nhancingtheconomicvalueoforseracingfestivalbrands，andexpanding theinteatialifeneofoigstialasutscpractalngschacfadlcultyinhighlightingbrandculturalcharacteritics，weakenedbrandulturalvalue，andostaclestosustainablebranddevelopentopoes todeepentheintegatioofculturalandtourismesouesandstrengtnbrandsergyshaping;prootedepculuralintegrationadig lightbrandculuralcharacteristics;alacesortsevntbusisandsafegardbandculuralvalus;opizethoursevelotoel and ensure the sustainable development of the brand and other relief paths.

KeywordsItegrationofulure，sports，ndourism;etanHorseRacingFestial;ranlding;Culturalandourismrads;po ring

在中华民族丰富多彩的民俗文化中，藏族赛马节以其独特的魅力、深厚的文化底蕴和广泛的社会影响力，成为展现藏民族旷达、豪放精神风貌的重要窗口[1]。（剩余9594字）