The “Three Advances” sports event strategies of expanding into scenic spots, urban areas and commercial districts are important initiatives to integrate sports to draw visitors, activate cultural tourism space, and enhance the new momentum for consumption. It is the internal logic and inevitable process of fusing sports event with cultural tourism space.In “Physical” model, the activities of sports are embedded into special physical physical space, with the development of activities and exerting the activity effect, which is the “Spatial Embedding” model. This paper, by this model, creates a new theoretical analysis system for spatial embedding activities.Based on these two cases, we conduct cross-case analysis of the coupling between the events and spaces from the three perspectives including physical coupling, functional matching and cultural matching.It is found that “333” drive strategy has been realized by four paradigms such as publicity reception of event producers, cultural symbol value conversion, immersion scene consumption mode and industrial ecosystem coupling between different sectors, but there remain challenges such as ecological-commercial conflicts, governance dilemma, distortion of cultural symbol values, and unfair revenue distribution.To overcome these challenges, this article gives forth four suggestions, namely, the differential spatial adaptability strategy, deep narrative restoration of cultural symbols, big data-based accurate management, and diversified joint sustainable governance. It offers references for the high-quality development of “three entries” policy.
