Synergistic Logic and Value Co-creation Mechanism of Digital Generation of Rural Sports Event IP in Qiaoxiang Areas

Abstract

In the context of the deep convergence of the "Digital China" strategy and rural revitalization, rural sports events have transcended the mere scope of athletics to become new engines for reshaping rural cultural subjectivity and activating county-level economies. As a unique socio-cultural field characterized by transnational networks, "Qiaoxiang" (overseas Chinese hometowns) presents a distinct "dual-space" feature in the IP (Intellectual Property) development process of its rural sports events. Based on Service-Dominant Logic (S-D Logic) and the theory of the production of space, this paper abandons the traditional quantitative measurement paradigm. Instead, through in-depth qualitative analysis, it explores the internal mechanisms by which digital technology intervenes in the generation of sports event IP in Qiaoxiang areas. The study posits that the digital generation of Qiaoxiang sports event IP is not merely a technological superposition but a process of deep entanglement and reconstruction between physical and digital spaces, as well as between local rural societies and overseas diasporic communities. In this process, digital technology acts as a critical mediating variable, reshaping the temporal continuity and spatial extension of events, and constructing emotional connections based on "strong ties" and commercial connections based on "weak ties." Furthermore, the paper analyzes the synergistic logic among the government, the market, village collectives, and overseas Chinese in IP generation, revealing the co-creation mechanism that transforms "attention resources" into "cultural identity" and ultimately into "industrial value." The study finds that current Qiaoxiang sports IPs face challenges such as the "digital alienation" of cultural symbols, synergistic dilemmas in interest distribution, and communication ruptures in cross-cultural contexts. Accordingly, this paper proposes pathways such as constructing a "virtual-real symbiotic" scene ecology, establishing a "multi-party co-governance" interest contract, and creating a "glocal" communication matrix. These aims provide theoretical insights and practical solutions for the revitalization of rural sports culture with distinctive geopolitical characteristics in the process of Chinese-style modernization.