吉林省冰雪旅游产业发展探究

Study on the Development of Ice-Snow Tourism Industry in Jilin Province Based on SWOT Analysis

冰雪旅游是吉林省新兴经济支柱产业之一。采用实证研究和SWOT分析方法对吉林省冰雪旅游产业发展进行研究。结果显示:吉林省冰雪旅游项目开发呈现多元化、精品化的发展态势;游客数量逐年增多,年平均增长幅度达到17.14%,省外和境外游客的增幅明显;冰雪旅游快速增长,带动了其他产业的发展。丰富的自然资源和人文环境是吉林省冰雪旅游产业的发展优势。产业发展的劣势有:1)省内居民旅游消费能力有限;2)冰雪旅游服务质量亟待提高;3)冰雪旅游产品整体文化内涵不够突出;4)冰雪旅游产业链条的衔接性较差。国家对旅游产业的重视,东北老工业基地振兴战略的实施,百姓健康休闲娱乐需求的增长等赋予了吉林省冰雪旅游产业发展机遇,但同时,也增加了来自于省内、外的产业竞争威胁。研究认为,吉林省冰雪旅游产业发展要做到科学规划,合理布局;冰雪旅游项目的设计开发要体现冰雪与人文传统、冰雪与体育、冰雪与艺术等方面的融合;建立政府与市场双向管理经营模式;加大冰雪旅游产业的宣传与公关力度;进一步提高冰雪旅游软硬件服务质量;充分利用产业政策环境,保护自然环境的可持续发展,重视人文社会环境的保护、继承与创新发展,建立特有的吉林省冰雪旅游产业文化。

Ice-Snow Tourism is one of the pillar industries of emerging economies in Jilin province.By using empirical study and SWOT analysis,this research shows that the development of ice-snow tourism in Jilin province presents a trend of diversity and super fineness.The number of visitors is increasing year by year,of which domestic and overseas tourists increased significantly,and average annual growth rate reached 17.14%.The rapid growth of ice-snow tourism economy drives the development of other industries.Abundant natural resources and human environment are the advantages for the development of ice-snow tourism industry in Jilin,while there are four disadvantages for its development：First,the residents＇ spending power on tourism in Jilin is limit.Second,the quality of ice-snow tourism services needs to be improved.Third,the overall cultural connotations of ice-snow tourism products are not prominent.Finally,the cohesion of ice-snow tourism industry chain is poor.National importance for the tourism industry,the implementation of revitalizing the northeast old industrial base,and the increase of people＇s demand for health entertainment have given opportunities to Jilin for developing its ice-snow tourism industry,whereas,those also increase a competitive threat from outside the province.As a result,the industrial distribution of Jilin ice-snow tourism shall be scientifically laid out;the design and development of ice-snow tourism projects shall reflect the integration of ice-snow with humanistic tradition,ice-snow with sports and ice-snow with arts;the two-way management by government and market shall be established;propaganda and efforts on public relations of ice-snow tourism shall be reinforced;and the service quality of both hardware and software needs to be further improved.And,with full use of ice-snow industrial policies,Jilin province should protect its sustainable development of natural environment and attach great importance to the protection,inheritance and innovation of social environment,and should establish the unique culture of ice-snow tourism industry in Jilin Province.