| With people’s ever growing awareness of health and demand of high living quality, traveling has become one of the most important elements in life. Leisure sports tourism, a combination of exercise and travel, has been especially more appreciated and welcomed in recent years. As a result, the ice-snow sports tourism, as an essential part of the winter leisure tourism, boosts recently, and it is regarded as a major project of ice-snow regions.Jilin province is famous for its ice and snow resource so that it is a perfect place for developing ice-snow sports tourism. In recent years, Jilin province makes the best of its resource and lays stress on developing the ice-snow sports tourism, and it is so influential that it has ranked the first of the three provinces of northeast China in terms of rate of incomes. However, the total income is lower than that of the Heilongjiang province, along with the aspect of sports field and quality of service. The internal problems concern the monotonous products, imperfect industry chain and service system, low quality of service, and huge waste of resource, etc. Obviously, there is still large part to be developed.This analysis concentrates on promoting the development of ice-snow sports tourism in Jilin province, applying the methods of documentation, interview, questionnaire, and mathematical statistics, etc to analyze development and countermeasure. The conclusions are as follows:1.Jilin province has rich natural and historical resources, which refers to the richness in sites of ice-snow sports. National and international ice-snow sports competitions are held ever year, and the winter tourism products like the Ice-snow Tourist Festival of Changhcun, China also know as the Vasaloppet Chinaattract a great number of tourists from home and abroad.2.Jilin province has very obvious advantages. Firstly, the advantage of geography and natural resources are the foundation of developing the ice-snow tourism. Secondly, the development of economy is the material base. Thirdly, the richness in history and culture supports the development. Fourthly, the diverse sports events and leisure activities push the development.3.There are also clear disadvantages in the process of development. Firstly, the lack of arenas cause the imbalance of development. Secondly, the products are monotonous so that there is no perfect connections in the product chain. Thirdly, the shortage of famous and excellent brands leads to the weakness in branding. Fourthly, the managing of this tourism is not advanced and it lacks professionals in this field.4.There are plenty of opportunities in the process of development. Firstly, new policies in sports industry and tourism create a good environment. Secondly, the economic growth and the higher percentage of enjoying type of consumption bring the greater demand for ice-snow sports tourism. Thirdly, the bid for the 2022 Winter Olympics of Beijing and Zhangjiakou stimulates a greater force and market. Fourthly, the overall development of tourism in Jinlin province surely pushes the development of ice-snow sports tourism as the first step.5.The development is faced with many challenges. The first challenge is the conflict between the using of natural resources and ecological protection, so that it requires the balance between the two aspects. The second challenge is the fierce competition of other national and international counterparts, and it requires enriching the products, increasing the quality of service, branding and building up the images, and making a larger share of the national and international market.6.Effective measures must be taken in the process of development. The first measure is related to its overall planning and managing its resources. Secondly, it is important to make sure the balance of development of resources and ecological protection. Thirdly, the industry chain of tourism must be perfected. Fourthly, the service system must be reinforced. The fifth measure is to focus on its branding and advertising. The sixth is to develop in all aspects and make the all-year application of the ice-snow sports facilities possible. |
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