| Tourism is the world's largest industry and also one of the fastest growing infant industries.In recent years,the global inbound tourists have increased at the annual growth rate of more than 4%,and the average annual growth rate of international tourism revenue has exceeded more than 8%,higher than the global economic growth rate of 1 to 3 percentage points.International tourism,as an important component of international service trade,plays a more and more important role in promoting the development of the world economy.The development of international tourism can not only promote the development of related industries,but also expand domestic demand and stimulate consumption.Therefore,the development of tourism has attracted more and more attention all over the world.However,the ice and snow tourism,as a new form of tourism that has developed vigorously in recent years,has shown its unique charm in the tourism market and has been widely welcomed by the public.Heilongjiang is the first province to exploit and develop ice and snow tourism in China.Harbin International Ice and Snow Festival,founded in 1985,is China's first regional festival which takes ice and snow activities as its main content.Now it has become one of the world's top four ice and snow festivals.However,in recent years,the huge market prospects in ice and snow tourism have stimulated many provinces to spare no effort developing the ice and snow resources.The thriving situation that only Heilongjiang province develops ice and snow tourism has gone.A total of 27 different cities and regions in China have held a variety of ice and snow festivals.Some southern cities even have begun to build indoor ski fields.The two strong competitors,Liaoning and Jilin province,have been increasing the publicity in ice and snow tourism.Therefore,the number of tourists who go to the two province for ice and snow tourism has risen sharply.In addition,the ice and snow tourism industry in Heilongjiang is also facing fierce international competition,such as larger scale,higher level and huger benefit of the world's famous ice and snow festival and the increased promotion of ice and snow tourism from Japan and South Korea.Moreover,there are some problems existing in the development of ice and snow tourism of Heilongjiang province,which undoubtedly robs the international tourists and domestic tourists of the ice and snow tourism of Heilongjiang.This paper makes a systematic analysis on the international competitiveness of ice and snow tourism industry in Heilongjiang province by using Porter's Diamond Theory.The advantages existing in Heilongjiang ice and snow tourism are facing great challenges.In order to make Heilongjiang's ice and snow tourism rush out of Asia and then move towards the world,it is necessary to strengthen the study on the international competitiveness of ice and snow tourism in Heilongjiang and to explore its promotion strategies.Born and raised in Heilongjiang,I hope this article can offer useful advice for the development of ice and snow tourism in Heilongjiang,and realize the sound and fast development of the hometown economy.This thesis is divided into five parts.The research background,research purpose and significance and the research framework are included in Chapter One.The second part mainly includes the literature review and the overview of related theories which involves the connotation of Porter's Diamond Theory and the definition of ice and snow tourism.Studies on the ice and snow tourism in the worldare mainly reflected in skiing tourism which involves market analysis,the overview of skiing destination and resort,the marketing of ski products and the management and operation of ski fields in Europe,North America,Japan,South Korea and other places.So far,most of the related researches on the development of ice and snow tourism abroad mainly focus on the exploitation of ice and snow tourism in the Alps area and North America.Through the theoretical and practical analysis on foreign countries,we can see it clearly that foreign ice and snow tourism has formed the systematic research methods and there still is a great gap in development history and development scale of ice and snow tourism between Heilongjiang province and the Alps and its north area.In addition,the theoretical research has lagged behind them for many years.Therefore,these literature abroad can provide many successful experience for us in terms of development philosophy,development content and development pattern.The third section involves the development of ice and snow tourism at home and abroad,which can be further divided into two parts with the general situation and enlightenment of ice and snow tourism abroad as the first part and the general situation of ice and snow tourism in China and Heilongjiang as the second part.Compared with some countries with developed ski industry,such as Japan,South Korea,and some Nordic countries,ski tourism in China is basically in the initial stage.There is still a gap between skiing tourism and skiing in real sense.The number of ski resorts,scale and grade of ski facilities,service quality and space layout can not meet the rapid growth of China's modern ski tourism demand,and the perfect ski tourism system has not yet been completed.Mainly reflected in the following aspects:(1)the scale of the snow field is small,the function is unitary,and the service facilities are not perfect.(2)the lack of long-term planning and effective and standardized management.(3)the lack of management talents and technical personnel.(4)the related auxiliary industries are weak.The Porter's Diamond Model is used in Chapter Four to analyze the decisive factors of the international competitiveness of ice and snow tourism of Heilongjiang province thoroughly and comprehensively.(1)As for natural resources,although the ice and snow tourism resources of Heilongjiang province have high popularity and great advantages in China,the natural resources advantages are not absolute.At the same time,Heilongjiang also has a certain disparities in ice and snow resources compared with ice and snow tourism powers.(2)As for tourism products,the ice lanterns,snow sculptures,and indoor ice and snow exhibitions have strong competitiveness.However,the tour souvenirs sold in most tourist attractions are only limited to the common products with Russia characteristics.(3)As for infrastructure,Heilongjiang boasts convenient transportation and a large number of ski resorts,snow runs,ice and snow entertainment equipment and other corresponding tourist reception facilities have been established and gradually improved.It can provide good service places for all kinds of ice and snow lovers.However,although the transportation is convenient,the remote geographical position has affected the expansion of the ice and snow tourist market.(4)As for cultural resources,due to the special geographical location and its special historical process,Heilongjiang has become a province where the unique Northeast folk culture and exotic customs are integrated.The rich ethnic cultures and exotic cultures vitalize the development of ice and snow tourism in Heilongjiang province.(5)As for demand conditions,Heilongjiang attached great importance to the cultivation of local ice and snow tourist market.Ice and snow tourism market has also been expanding from Heilongjiang province itself and its neighboring provinces to the southern provinces and abroad,such as Southeast Asia,Hong Kong,Macao and Taiwan,as well as plenty of guests in Russia,North America,Japan and South Korea.(6)As for rivalries,many cities hoist the ensign of ice and snow.Ice and snow tourism in Heilongjiang faces double attacks from both domestic and foreign competitors.The advantageous position of ice and snow resources in Heilongjiang is being gradually weakened.Compared with Japan and South Korea,our country is reduced to inferiority in terms of quantity,quality,facilities of ski fields.Remote geographical location and expensive ticket price,to some extent,affected the expansion of Heilongjiang ice and snow tourist market.(7)As for related and supporting industries,the ice snow tourism chain is not yet mature.Heilongjiang is developing ice snow tourism in isolation and ignoring the development of its related industries;(8)In terms of chance and government,Heilongjiang stands in a dominant position.The central and local governments have introduced a series of policies and measures to provide opportunities for the development of the tourism industry.The Eighteenth CPC National Congress proposed "The Strategy of Revitalizing Northeast Old Industrial Base",and issued "Opinions of the Central Committee of the Communist Party of China and the State Council on the Implementation of the Strategy for Revitalizing the Old Industrial Bases in the Northeast".The revitalization of the old industrial base will bring great development opportunities for the tourism industry in Heilongjiang province.Based on these disadvantages analyzed in the above part,the fifth part concludes some constructive suggestions to help increase its international competitiveness and promote its development healthily and smoothly.This part suggests that Heilongjiang province should promote the comprehensive development of its international tourism industry through:(1)exploiting the distinctive tourism products(2)strengthening international cooperation in ice and snow tourism and broadening overseas markets(3)perfecting service system and improving service quality(4)broadening the financing channels and strengthening the construction of ice and snow tourism infrastructure(5)conducting targeted publicity and promotion activities in accordance with market segmentation. |
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