Research On Ski Tourism Experience Of Tourists In YBL Ski Tourism Resort

Ski tourism is one of the most popular leisure and entertainment ways in the world,and it is also an important means to promote regional economic development.It is gradually integrated into the public life in China.Especially after the the 2022 Winter Olympic Games was successfully held in Beijing,the popularity of ski tourism has been increasing,and the demand for ski tourism has been growing.With the favorable policies at the national level continuously introduced,China’s ski tourism has ushered in a golden developing period.With the advent of the era of experience economy,the consumers’ demand for ski tourism products is more diversified,and the demand for ski tourism experience is more unique and diversified.However,in the face of the practical problems exposed year by year,such as the low quality of tourists’ ski tourism experience and the imperfect management of tourism enterprises,it is necessary to conduct research on ski tourism experience.It has important theoretical and practical significance to deeply understand the consumers’ demand,optimize the product structure of ski tourism and promote the high quality of the development of ski industry.Based on a large number of relevant literatures,this paper takes YBL ski tourism resort as the case study,ski tourist experience as the clue,and grounded theory,network text analysis and IPA analysis as the main research methods.Through the empirical studies,it establishes the dimension of the ski tourism experience,which concludes three core categories such as ski resources,consumption experience and physical and mental experience,and they interact with each other and are interrelated.Then the dimension of tourists’ ski tourism experience is analyzed and evaluated,the existing problems are found out.The countermeasures and suggestions are put forward from two aspects: the factors of deeply impacting ski tourism experience and how to improve ski tourism experience.Among them,in the aspect of exploring the elements of skiing tourism experience,the author puts forward the suggestion that we should pay attention to protecting the geographical environment around YBL and promote the infrastructure construction of YBL.In terms of the promotion and improvement of ski tourism experience,this paper puts forward suggestions for improvement of business strategy from the perspectives of maintaining advantageous area elements,activating potential advantageous area elements,optimizing opportunity area elements and perfecting improvement area.It is expected to provide beneficial reference for the development of YBL ski tourism resort and other ski tourism resorts.