Research On Ice-Snow Tourism Image In Heilongjiang Province Based On The Arrival Of The Winter Olympics

With the further development of economic globalization,sporting events are becoming more and more important for regional tourism development.China’s 2022 Olympic Winter Games bid success and the popularity of ice and snow,which gave the development of ice and snow tourism industry has brought great opportunities.Heilongjiang Province as a large province of ice and snow tourism,facing a more intense market competition,followed by the image of tourism to enhance the issue more and more attention.Based on the background of the topic selection and the current situation of domestic and foreign research,this paper defines the concept of tourism image,sports event and ice and snow tourism,discusses the origin,definition,formation process and CTIS theory of tourism image,and clarifies the meaning of sporting event,The characteristics and the relationship with the tourism image;summed up the definition and characteristics of ice and snow tourism resources,in order to study the image of snow and ice tourism in Heilongjiang Province has laid a theoretical basis.In order to further improve the strategy of snow and ice tourism in Heilongjiang Province,this paper analyzes the snow and ice tourism image of Heilongjiang Province from the perspective of the Winter Olympics,and studies the advantages and disadvantages of Heilongjiang Province,and the opportunities and threats of ice and snow tourism in Heilongjiang Province.At the same time,through the on-site questionnaire survey,network questionnaire survey,expert interviews,access to literature,etc.,the status quo of snow tourism in Heilongjiang Province,the Olympic Winter Games in Heilongjiang Province,ice and snow tourism factors,during the Winter Olympics ice and snow tourism and other aspects of investigation,Deeply Exploring the Influence of Winter Olympic Games on the Image of Snow Tourism in Heilongjiang Province.Combined with SWOT analysis and investigation and analysis,the use of CTIS theory,the Olympic Winter Games on the snow and ice tourism in Heilongjiang Province to enhance the image recognition system,behavior recognition system,visual recognition system proposed a promotion strategy.For the ice and snow tourism industry in Heilongjiang Province with the opportunity of the Olympic Games to enhance the image of ice and snow to provide a certain reference.