冬奥会视域下中国冰雪旅游高质量发展路径

High-quality Development Paths of Ice-snow Tourism in China from the Perspective of the Winter Olympics

北京冬奥会的筹办推动了中国冰雪旅游快速发展,将在助力“三亿人参与冰雪运动”目标的实现。然而,中国冰雪旅游开发利用时间短、进程快,暴露出了不少问题。本文运用文献资料法、实地考察法等研究方法分析了中国冰雪旅游发展现状和问题,提出了冰雪旅游高质量发展路径。结果显示:(1)中国凭借丰富的冰雪旅游资源形成了类型多样的冰雪旅游产品;冰雪旅游目的地逐渐遍布全国各地;冰雪旅游市场和经济在持续扩大;多项政策的出台保障了冰雪旅游的健康发展;但冰雪旅游管理体系尚未成熟。(2)中国冰雪旅游在规划、开发、管理等方面依然存在问题,存在开发不合理、产品与服务水平偏低、投融资体系不健全、管理不到位、市场营销单一、人才队伍不足等问题。对比欧美发达国家,中国冰雪旅游处于快速发展阶段。(3)从政策、产品和服务、市场营销、安全管控、人才队伍、标准化建设、科学技术、社区参与等八个方面构建了中国冰雪旅游高质量发展路径。本研究成果有助于为中国冰雪旅游高质量发展提供思路借鉴,完善中国冰雪旅游理论研究。

Preparations for the Beijing Winter Olympics have promoted the rapid development of ice-snow tourism in China,which contributes to achieving the goal of having“300 million people participate in ice-snow sports”.This paper analyzes the status quo and problems associated with the growth of ice-snow tourism in China based on the methods of documentation and field investigation.The results indicate that China’s efforts have born abundant fruits.Notwithstanding,there are still some problems due to the limited time and hastened process of ice-snow tourism development,including unreasonable exploitation,low-quality products and services,imperfect investment and financing system,inadequate management,a single marketing mode,and insufficient talent teams.Compared with developed countries in Europe and the United States,ice-snow tourism in China is in the stage of rapid development.To achieve the high-quality development of ice-snow tourism in China,this paper proposes actions from eight aspects which involve policy,products and services,marketing,safety management and control,talent teams,standardization construction,science and technology,and community participation.This study can provide references for the high-quality development of ice-snow tourism in China,as well as perfecting Chinese theoretical research on ice-snow tourism.