I. Sports tourism and ice and snow tourism
Sports tourism is a combination of sports and tourism. Sports tourism in a broad sense can be summarized as the sum of all kinds of physical and mental entertainment, physical exercise, sports competition, sports rehabilitation and sports cultural exchange activities that tourists engage in during the tourism process, as well as the relationship among tourism destinations, sports tourism enterprises and society. It refers to tourism activities for tourists to participate in or watch sports activities, which is the combination of sports and tourism. Divided into adventure, fun, fitness-oriented participatory tourism and ornamental tourism to watch sports games and entertainment. Ice and snow tourism refers to the comprehensive tourism activities carried out by people in the ice and snow environment, and it is a leisure way to experience ice and snow culture in a short time. Mainly ice and snow fitness and appreciation, ice and snow art appreciation, ice and snow culture and entertainment, ice and snow folk activities. Ice and snow sports tourism has become a new bright spot and an important part of sports tourism.
Second, the development status and advantages of ice and snow sports tourism in Jilin Province
As a famous eco-tourism province and the core area of Northeast Asia, Jilin is located in the mid-latitude zone of the northern hemisphere, with long snow period, good snow quality and suitable temperature. Its unique natural and geographical conditions make it rich in ice and snow resources, which is not only suitable for ice and snow sports competitions, but also suitable for ice and snow sports tourism and entertainment activities. Its unique natural conditions are rare in the country. There are many scenic spots and important historical and cultural landscapes such as Changbai Mountain, Songhua River, Songhua Lake and Rime. It is an ideal place for traveling and vacationing. Every year, all kinds of ice and snow festivals with the theme of ice and snow entertainment are held in various places, receiving a large number of domestic and foreign tourists, especially in 2007, Jilin Province successfully held the sixth Asian Winter Games, during which Jilin Province received more than 6 million tourists. Year-on-year growth 15.4%: tourism revenue reached 4.5 billion yuan, up 25% year-on-year, accounting for about 16% of the total tourism revenue in Jilin Province. Ice and snow tourism has brought considerable economic income to Jilin Province. At the same time, it has played a positive role in promoting the development of ice and snow sports tourism and the construction of venues and facilities in Jilin Province, comprehensively enhancing the image and industrial level of ice and snow tourism in Jilin Province, and enhancing the scale and grade of ice and snow sports tourism in Jilin Province.
At present, there are 22 ski resorts of a certain scale in Jilin Province, which are concentrated in Changchun, Jilin, Yanji and Tonghua, among which 1 1 ski resorts are concentrated in Changchun and Jilin. These ski resorts are not just for professional athletes. It is also open to tourists. Jilin Beidahu Ski Resort, Songhua Lake Ski Resort, Changchun Jingyuetan Ski Resort, Changchun Lianhua Mountain Ski Resort, Jilin Skating Hall, Jilin Speed Skating Hall and Changchun Wuhuan Gymnasium are the best ice and snow sports venues in China at present. Changbai Mountain alpine ice and snow training base is also the only alpine ice and snow sports training base in China. In addition, there are some ski resorts in Jilin Province, mainly for entertainment or training, which are close to the city. Some are in urban areas, with convenient transportation and complete functions. It is very suitable for developing ski tourism. Mass ice and snow entertainment places are all over the province, and ice and snow activities mainly for entertainment are as hot as tea, rich and colorful. Jilin Province is currently investing in the expansion of several existing large-scale snow resorts, building high-standard supporting facilities and improving reception capacity, which will certainly promote the development of ice and snow sports tourism in Jilin Province.
Third, the problems of ice and snow sports tourism in Jilin Province
With the development and changes of the ice and snow tourism market in China, more than 20 cities in China have carried out ice and snow tourism, and the competition has gradually entered a white-hot stage. The present situation of ice and snow sports tourism in Jilin Province is not optimistic. Only by in-depth study and solving practical problems can we ensure the sustainable development of ice and snow sports tourism in Jilin Province.
(A) the lack of brand-name strategic awareness, low visibility
Although the ice and snow sports tourism in Jilin Province has a certain popularity at home and abroad, the market has not been fully developed, the overall strategic awareness of shaping the famous brand of ice and snow tourism in Jilin Province has not been established, the existing resources have not been fully developed and utilized, and the ice and snow tourism projects appear monotonous. Insufficient investment and publicity of human and financial resources. Although the natural environment in Jilin Province is better than that in Heilongjiang Province, the popularity of ice and snow tourism is obviously lower than that in Heilongjiang Province. There are no well-known brands known to domestic and foreign tourists like Harbin's ice lanterns and ice sculptures.
(B) has not yet formed an industrial chain of ice and snow sports tourism. Incomplete infrastructure
At present, in addition to 2-3 large ski resorts in Jilin Province, the supporting infrastructure such as transportation, accommodation and catering is far from perfect. Large ice and snow amusement parks are also limited to Changchun and Jilin. The quality of many employees is not high, and the professional knowledge and service quality of ice and snow sports tourism can not meet the needs of more and more tourists, thus affecting the sustainable development of ice and snow sports tourism in Jilin Province.
(C) the lack of unified scientific management
In recent years, ice and snow tourism has been listed as a key industry supported by Jilin Province, and relevant policies and regulations have been promulgated and developed rapidly. However, there is still a lack of overall planning in the development, construction and management of ice and snow tourism. Especially for the disorderly development and private construction of small snow resorts, the necessary infrastructure facilities can't keep up, and there are relatively few professionals. In addition, there are still some differences and deviations in the guiding ideology, management consciousness and legal concept of managers. They crowd out each other, compete in disorder, and act in their own way, only to obtain economic benefits, showing a decentralized state, which has damaged the overall image of Jilin ice and snow tourism.
Fourthly, the countermeasures to promote the development of ice and snow sports tourism in Jilin Province.
(A) the government should strengthen the scientific planning and management of ice and snow sports tourism.
The development of ice and snow sports tourism must be led by the government, and the development and construction of ice and snow sports industry and tourism industry should be scientifically planned and standardized to prevent the waste and destruction of resources caused by repeated construction. Give policy support and financial support, and actively encourage social investment. We can also introduce enterprises and foreign investment, develop the ice and snow sports tourism market through multi-channel financing, increase investment in ice and snow tourism construction, gradually adjust and improve the industrial structure, and realize scale and collectivization. This will help to form an industrial system of ice and snow sports tourism, comprehensively enhance the competitiveness of ice and snow sports tourism in Jilin Province, and realize the sustainable development of ice and snow sports tourism in Jilin Province. At the same time, tourism enterprises should cooperate closely with relevant departments, actively absorb foreign advanced management experience, and formulate feasible development plans for tourists' demand for ice and snow sports tourism to promote their own perfection and development.
(B) build Jilin ice and snow sports tourism industry
Jilin Province is a national ecological pilot province with rich tourism resources. The development of ice and snow tourism promotes the economic and trade cooperation between Jilin Province and domestic and foreign countries, and can effectively promote the development of transportation, communication, catering, service, tourism products and other related industries. With the increase of people's income and the diversification of living needs, it is necessary to improve the consumption structure and develop tourism to stimulate domestic demand, which is an important way to stimulate current and long-term economic development and the most potential economic growth point.
(three) to strengthen publicity, build famous brands, improve visibility.
The natural conditions and hardware facilities of ice and snow sports tourism in Jilin Province are not worse than those in Heilongjiang Province, but the number of tourists and income in winter are far behind Heilongjiang Province. Mainly because of poor publicity, there are no fine products and brand-name products. Therefore, its popularity among domestic and foreign tourists is very low.
1 To strengthen publicity. Every year, some ice and snow festivals are held in various parts of Jilin Province, such as China Jilin International Rime Ice and Snow Tourism Festival, China Changchun Ice and Snow Tourism Festival, China Jingyuetan Vasa International Ski Festival, China Jilin Chagan Lake Ice and Snow Fishing Tourism Festival, China Changbai Mountain International Ice and Snow Cultural Tourism Festival, etc., which are all famous large-scale ice and snow activities in China and attract a large number of domestic and foreign tourists every year. In 2007, Changchun successfully held the Asian Winter Games, forming a harmonious system in which competitive skiing and tourist skiing complement each other. These are good opportunities to publicize the ice and snow sports tourism in Jilin, so as to establish the image of Jilin Province as a ski resort in China and enhance its position in the national ice and snow tourism industry.
2. Establish brand awareness and create quality products. It is necessary to make use of the effects of China cultural and natural attractions such as "Jilin Rime" and Changbai Mountain to develop a unique ice and snow tourism hotline and create a unique ice and snow tourism brand to meet the needs of different levels and types of skiers. Only in this way can we enlarge and strengthen the ice and snow tourism market in Jilin, enhance its attraction, truly transform its resource advantages into industrial advantages, promote the construction of related ice and snow industrial chains, and push the ice and snow sports tourism in Jilin to the whole country and even the world.
3. Develop ice and snow tourist souvenirs. Developing ice and snow tourism products and novel souvenirs with Jilin characteristics can not only increase tourism income, but also be a direct image "advertisement" to publicize Jilin ice and snow tourism.
(4) Strengthen the rational development of ice and snow sports tourist venues.
Unified planning under the condition of protecting ecological environment. Reasonable development, integration of existing resources, facing different consumers, forming their own characteristics. Achieve the purpose of people's winter sports entertainment and fitness, and meet people's high-grade demand for winter sports entertainment.
(5) Improve the management level and improve the software and hardware conditions.
With the continuous warming of ice and snow tourism in winter, the construction of ice and snow venues in Jilin Province has been continuously improved, and its popularity has been improved. It should be further improved in management, software and hardware. First of all, we should improve the management level, strengthen service awareness and improve the comprehensive service level. It is necessary to continuously introduce high-level management talents, guide the people's demand for entertainment and sports, and expand consumption. Secondly, we should take foreign high-level ice and snow sports tourist destinations as the standard, learn from their advanced experience, establish corresponding venue entertainment facilities and service standards, strengthen the construction of transportation, accommodation, communication and other related supporting facilities, and attract more tourists to visit Jilin Province in winter.