Combining a theoretical perspective on “Media Event” with the theory of “sports event leverage”, this paper constructs a theoretical framework to explore how to maximize the value of the sports heritage of the 2022 Beijing Winter Olympics. The framework aims to explore how the heritage value of the Winter Olympics enhances the well-being of people. This study is designed with regard to both intangible heritage and the material heritage of the Winter Olympics. It proposes that: (1) the value of sports event heritage does not pre-exist, nor does it have natural spontaneity and automaticity, but it can be stimulated and realized through early-stage planning, design, and evaluation; (2) “people” are the constructors, users, value evaluators, and beneficiaries of the heritage of the Winter Olympics, and regarded as the main focus of research on the Olympic heritage. This makes it possible to open the current black box of heritage research, and helps to pave the way for the active regulation of heritage; (3) the theoretical framework of “Media Event” and athletic “event leverage” can provide a better theoretical horizon for research into the maximization of the heritage value of the 2022 Beijing Winter Olympics, thus promoting dynamic research on the heritage of the Winter Olympics and its value.

With a view to constructing an ecological civilization, the territorial space strategy in the new era uses geographical planning as a policy tool of spatial governance, implementing zoning and classification control over the entire territory. The development of tourism resources is facing higher expectations and more stringent constraints. How to resolve the conflict between people’s “real travel needs” for a better life and the “resource protection” of space governance has become a major theoretical issue. Based on the characteristics and requirements of the territorial space strategy in the new era, this paper explores an innovative path in the development and utilization of tourism resources. This involves: (1) taking an innovative approach to the cognition and evaluation of tourism resources, changing from the perspective of consumption to the dual perspective of “production and consumption”, from a focus on attracting attention to a focus on experience value, from use of a single resource to the integrated use of multiple resources, and from static cognition to dynamic evaluation; (2) revising the logic of the development planning of tourism resources, taking space as the starting point, and following the technical route of “spatial identification—spatial diagnosis—spatial planning—spatial reconstruction”; (3) connecting tourism creatively with various land uses, effectively incorporating the market behavior of tourism resources development and utilization into the statutory territorial space planning system and management platform, through such measures as the listing of land use solely for tourism, flexible tourism land use, and a point-like land supply mode; (4) innovatively transforming how tourism resources are utilized, abandoning the extensive “barbaric growth” mode, helping to promote eco-tourism and the integration of “tourism with technology” models, building up an ecological compensation mechanism, boosting tourism cluster development, and making creative use of non-optimal tourism resources. It is hoped to advance the tourism industry with high-quality developments, providing a theoretical basis and practical guide for the effective development of tourism resources in China under the strategic governance of territory in the new era.

The civilized behavior of tourists is an important embodiment of a country’s soft power and a major contributor to national image. From the dual perspectives of society and psychology, modernity and deindividuation are significant factors which may give rise to uncivilized behavior on the part of tourists. Individuals participate in tourism activities in the hope of escaping from modernity. Under the pressure of modernity, individuals’ sense of self-alienation, interpersonal alienation and social alienation is turned into a need for relief, a sense of possessiveness and of dissatisfaction, which lead to the development of uncivilized behavior. Participation in tourism activities may provide individuals with a sense of anonymity. This sense of collectiveness and anonymity may bring about a deindividuation effect, which tends to weaken self-consciousness and enhance group consciousness. Consequently, tourists are likely to follow group norms and imitate some uncivilized behavior. We should therefore strive to meet tourists’ needs for pleasure, individuality, and experience, and to alleviate their sense of alienation. We should actively play the role of opinion leaders, enhance tourists’ self-awareness, weaken the effect of deindividuation, promote tourism through publicity, and encourage tourists to maintain civilized behavior. This will not only help to create a healthy atmosphere for civilized and green tourism, but also provide a decision-making reference for promoting the development of high-quality tourism in China.

Tourism aesthetics constitute a fundamental attribute of tourism activities. Research on the influence of tourists’ aesthetic behavior has profound significance for a deeper understanding of the aesthetic character of tourism activities, for clarifying the mechanism of tourists’ aesthetic behavior, for setting a new tourism trend of “knowing beauty, appreciating beauty and advocating beauty,” and for exploring what is best in tourism development. Based on the theory of planned behavior (TPB) and cognition, this paper constructs a model of tourists’ aesthetic behavior intention (ABI) by adding tourists’ aesthetic and cognitive variables, and carries out an empirical study by using SEM method. The results show that: (1) tourists’ aesthetic cognition (AC) and aesthetic behavior attitude (ABA) have a positive effect on intended aesthetic behavior, with path coefficients of 0.399 and 0.335 respectively, indicating that AC is the key factor followed by ABA as a supporting factor; (2) tourists’ subjective norms (SN) and perceived behavioral control (PBC) play a leading positive role in ABA, with path coefficients of 0.444 and 0.362 respectively, indirectly influencing ABI through ABA.

With Web of Science and CNKI as data sources, this paper uses CiteSpace to conduct a bibliometric analysis of a total of 802 domestic and foreign research papers on heritage tourism from the years of 2016 to 2021. A knowledge map covering disciplines, keywords, and co-cited academic papers is drawn to illustrate research progress in the field of heritage tourism both at home and abroad in recent years. The paper concludes that there are rich research achievements in the field of social sciences and that increasing attention has been paid to the field of environmental sciences. Authenticity and cultural identity are the core issues in domestic and overseas research on heritage tourism. While foreign researchers focus more on the issue of human needs, domestic researchers pay more attention to local supply. Furthermore, focusing on the integrity of cultural heritage will become a trend in domestic research on heritage tourism.