日照市马拉松旅游效应作用的评价研究——以2019年日照国际马拉松为例
Study on Evaluation of Marathon Tourism Effect in Rizhao City—An Example of Rizhao International Marathon in 2019

在体育与旅游产业融合的战略背景下，研究日照马拉松旅游效应对于日照旅游业发展与城市建设有着重要意义。本研究运用相关数据并结合调研结果从社会效益、环境效益、文化效益以及经济效益四方面对日照马拉松旅游效应的作用效果做出评价，并提出针对性的政策建议。研究发现，日照马拉松旅游效应在社会效益方面能够促进政府多项职能的强化、提高居民对本市体育赛事的参与度等；环境效益方面，能有效完善环境保护措施、促进城市绿色协调可持续发展；文化效益方面，其传播城市文化、塑造城市品牌的作用有待强化；经济效益方面，为旅游业及相关产业带来了可观而持续时间较短的期间直接经济效益，为相关企业带来了可观且持续时间较长的后续间接经济效益。
Under the strategic background of the integration of sports and tourism industry, it is of great sig-nificance to study the tourism effect of Rizhao Marathon for Rizhao tourism development and urban construction. This study uses relevant data and research results to evaluate the effects of Rizhao Marathon tourism from four aspects of social benefits, environmental benefits, cultural benefits and economic benefits, and puts forward targeted policy recommendations. The study found that Rizhao Marathon tourism effect in terms of social benefits can promote the strengthening of various government functions and improve residents’ participation in sports events in the city. In terms of environmental benefits, it can effectively improve environmental protection measures and promote the green, coordinated and sustainable development of cities. In terms of cultural benefits, its role in spreading city culture and shaping city brand needs to be strengthened. In terms of economic benefits, it brings considerable direct economic benefits for tourism and related industries for a short period of time, and brings considerable and long-lasting follow-up indirect economic benefits for related enterprises.