Research On The Development Of Ice And Snow Sports Tourism Industry In Jilin Province Under The Background Of 2022 Beijing Winter Olympic Games

China's successful bid for the 2022 Winter Olympics has brought new opportunities for the development of ice and snow sports in the country,according to the government's outline.By 2022,China plans to vigorously promote mass ice and snow sports and encourage 300 million people to participate in ice and snow sports.In this wave of rapid development of ice and snow sports,in Jilin Province,which has formed a tourism industry pattern with winter ice and snow sports as the theme,this paper selected wanda Ice and snow Town in Changbai Mountain as the research object.Based on the research of relevant literature,SWOT analysis,combined with expert interview,field research,comparative research and logical analysis,is adopted to carry out the research on the development of Wanda Ice and snow Town in Changbai Mountain,hoping to provide some references for the development of ice and snow sports town in Jilin Province and even in China.After analyzing the development opportunities brought by the Winter Olympics to the ice and snow sports town and the basic situation and consumer characteristics of Wanda Ice and snow Town in Changbai Mountain,this paper USES SWOT analysis to study the advantages,disadvantages,opportunities and challenges of the development of Wanda Ice and snow Town in Changbai Mountain.It is concluded that the advantages of Wanda Ice town are mainly the advantages of well-known ski brands at home and abroad and the advantages of unique natural resources.The disadvantages include the disadvantage of overall competitiveness,the disadvantage of local ski market cultivation,the disadvantage of hardware facilities and software facilities.The town has four opportunities: the bidding for 2022 Winter Olympic Games arouses the public's enthusiasm for skiing,the national government's policy support,the transformation of the value concept of leisure vacation brought by the rapid growth of the national economy,and the "Internet +" mode to help the development of skiing.The challenges of this case town mainly include the challenges of foreign ski powers,the fierce domestic market competition,the ski culture market to be cultivated,the large investment and long return period,etc.Finally,based on the research of advantages,disadvantages,opportunities and challenges,SWOT analysis matrix is established,and three development strategies,including ST,WT and WO,are finally formed.Specifically,the development strategy of Changbaishan Wanda Ice town is as follows: dig into the development history of Jilin's ice and snow tourism industry,take ice and snow tourism as the main content to further expand the holiday industry chain under construction,and pay attention to the ST strategy of brand formation;WT strategy of developing "ice and snow" tourism products,focusing on improving the diversity of product types,providing different services for different tourist groups,and effectively promoting product sales through high-quality services;There are also WO strategies that pay attention to the cultivation of local consumer market,take advantage of sports events to increase publicity,and establish a talent guarantee mechanism.