新冠疫情冲击下我国冰雪旅游发展窘境、机遇与纾解方略

Difficulties,Opportunities and Paths for the Development of Ice and Snow Tourism in China under the Influence of COVID-19

本文运用文献资料、逻辑分析、实地考察等方法,解析新冠疫情冲击下我国冰雪旅游面临的发展窘境与时代机遇,提出我国冰雪旅游发展的路径选择。结果表明:疫情冲击下冰雪旅游产业存在着规模缩水、企业经营严重受阻、旅游消费意愿遇冷、产品服务问题凸显和市场竞争格局重组等发展困境;同时也在冰雪旅游发展政策落实、激发居民参与需求和配套产品迭代升级等方面存在着发展机遇。建议:强化政策扶持执行力度,提升企业危机应对能力,重塑群众参与信心意愿,布局多元融合的产品供给,打造特色鲜明的冰雪旅游目的地。

This study analyzed the development dilemma and opportunities of ice and snow tourism under the influence of COVID-19 by the research methods of literature review,logic analysis and field investigation,and proposes a path for the development of ice and snow tourism.It arrives at the following conclusions.Due to the impact of the pandemic,the ice and snow tourism industry faces the challenges in shrink in scale,and severely hindered business operations,dampened willingness of tourism consumption,serious service problems,and changed landscape of market competition.Meanwhile,there are opportunities in the implementation of ice and snow tourism development policies,in the stimulating of residents’demand for participation and in the upgrading of supporting products.We recommend to strengthen the implementation of policy support,to improve crisis response capacity of businesses,to rebuild public confidence and willingness to participate;and to prepare for supply of fusion products,and to create distinctive snow and ice tourism destinations.