从符号消费视角出发，聚焦乡村体育赛事的“乡土味”表征，采用质性与定量相结合的混合研 究方法，系统探究其内涵、结构并开发测量工具。研究表明，“乡土味”是旅游者在赛事参与中对地方文 化氛围与地域特征的多维感知，体现出赛事文化认同与品牌辨识的核心特征。该构念由图像符号、语言 符号、象征符号和文化符号 4个维度构成，分别反映赛事视觉形象、语言风格、象征意涵与生活方式的文 化融合。基于程序化扎根理论构建的初始量表，经实证检验证实具有良好的信效度，能够有效测量旅游 者对赛事吸引力的感知水平。研究成果可为赛事组织者和目的地管理者在构建乡村体育赛事品牌、增 强文化传播力与旅游者黏性方面提供理论支撑和实践路径。

Drawing on the perspective of symbolic consumption， this study focuses on the representation of“bucolic flavor” in rural sports events. Using a mixed-methods approach that integrates qualitative and quantitative analyses， it systematically explores the connotation， structure， and develops measurement tools. The findings indicate that“bucolic flavor” reflects tourists’ multidimensional perception of local cultural atmosphere and regional characteristics during their participation in sports events， embodying the core attributes of cultural identity and brand distinctiveness. The construct consists of four dimensions — image symbols， language symbols， representative symbols， and cultural symbols — which respectively capture the visual presentation， linguistic style， symbolic meaning， and cultural integration of local lifestyles within the event. The initial scale constructed based on programmed grounded theory，after empirical validation， has good reliability and validity and can effectively measure tourists' perception of event appeal. This study provides theoretical support and practical guidance for event organizers and destination managers in building rural sports event brands， enhancing cultural communication， and strengthening tourist engagement.

G812

2024 年国家社会科学基金西部项目（24XTY009）。