According to the Economic Daily on August 31st, many scenic spots in China are currently facing the dilemma of "ticket dependence". High ticket prices not only increase the burden on tourists, but also become a bottleneck restricting the upgrading of tourism consumption. In this context, Shanxi's exploration of the "cultural tourism+sports" model has brought new insights: a mountain off-road race allowed Dai County to voluntarily waive admission fees, which in turn achieved an overall increase in revenue. The "cultural tourism+sports" model has cracked the "ticket dependence" problem, and the key is to achieve the transformation from a tourism economy to an experience economy. Under the traditional tourism model, the connection between tourists and scenic spots often remains at a shallow level of interaction, with tickets naturally becoming the main source of income. The introduction of sports events has completely changed this model - when running enthusiasts shuttle under the millennium old city wall, when archers draw bows and arrows in the ancient castle, sports has become a medium connecting ancient and modern times, transforming static cultural heritage into dynamic immersion experience. Tourists are no longer passive bystanders, but become participants in the scene and witnesses of the story, which extends to diverse consumption needs such as accommodation, catering, and shopping, shifting the tourism revenue structure from a single ticket to comprehensive services. From the perspective of consumer psychology, sports events accurately grasp the behavioral characteristics of modern tourists, achieving a transformation from "traffic" to "retention". The characteristic of "one person participating, family travel; one-day competition, multi day stay" makes participants and accompanying personnel a high-quality tourism consumer group. Taking Daixian as an example, a 3000 person event can attract 5000-6000 family members to accompany, and the relevant audience is no longer just ordinary tourists, but has transformed into purposeful experiential consumers. The competition gave them reasons to stay, cleverly solved the pain point of "watching fancy rides" in tourism, and stimulated their willingness to consume again. From the perspective of cultural inheritance, the "cultural tourism+sports" model provides a modern translator for the revitalization of traditional cultural IP. The practice in Shanxi has shown that Zhangbi Castle combines archery with ancient military defense architecture, and Pingyao Ancient City brings marathon and Ming and Qing Dynasty streets and alleys together. These innovations are not simply a combination of "sports+culture", but find a spiritual resonance between the two. Traditional culture has achieved another form of expression through sports events, radiating new vitality. Of course, in order for the "cultural tourism+sports" model to truly play a role in breaking the "ticket dependence syndrome", it still requires systematic planning and careful operation. The selection of competition events should be in line with the local cultural characteristics and avoid blindly applying them; In terms of infrastructure and service support, it is necessary to comprehensively improve to ensure a stable response to the consumer demand brought by the competition; The transformation of business philosophy is particularly important, shifting from focusing on ticket revenue to paying attention to comprehensive income, and from scenic area management to destination comprehensive operation and governance. When sports meet online travel, what is gained is not only the short-term popularity of the destination, but also a profound change in the tourism development model. It inspires us to break the "ticket dependence syndrome" and explore more reasons for tourists to voluntarily stay - through the introduction of sports events, traditional culture comes to life, tourists stay, consumption becomes more diverse, and scenic spots can achieve higher quality and more sustainable development. (New Society)