From "Traffic" to "Retention": The Cultural Logic and Practical Reflection on the Sustainable Development of Rural Sports Event IP Driven by Digital Technology

A Case Study of Zhaoqing City

Abstract

Driven by the dual forces of digital technology and the Rural Revitalization strategy, rural sports event IPs (Intellectual Property), represented by the "Village Super League" ("Cun Chao") and "Village BA" ("Cun BA"), have risen meteorically, creating a phenomenon-level "traffic" miracle. However, a profound inherent contradiction exists between the transience and perishability of "traffic" and the "retention" (user retention, cultural retention, value retention) required for the sustainable development of IP. Based on a "traffic-retention" analytical framework, this paper adopts a qualitative research method, taking Zhaoqing City, Guangdong Province (which possesses deep-rooted local sports traditions such as dragon boat racing and martial arts) as a practical observation field, to conduct an in-depth exploration of the sustainable development logic for rural sports event IP driven by digital technology. The study argues that the currently prevalent "traffic logic"—a path that is technology-oriented, spectacle-driven, and focused on short-term monetization—can easily lead to the IP's cultural "performancization," community "marginalization," and value "alienation." This paper proposes that the fundamental shift from "traffic" to "retention" hinges on reshaping the "cultural logic." The core of this "retention logic" is: shifting from technology worship to cultural self-awareness, from spectacle construction to community embeddedness, and from unilateral output to value co-creation. Digital technology should not be viewed merely as a "traffic-driving" tool but must be strategically employed as a "retention" tool for "cultural empowerment," "community connection," and "value precipitation." Based on reflections from the practice in Zhaoqing, this study proposes sustainable development paths, such as transcending "festival-style" thinking, reshaping the "community-led operation" model, and constructing a "value symbiosis" ecosystem. This research aims to provide theoretical guidance and practical reflection for rural sports IP to avoid the "internet fame trap" and achieve long-term development.