寒地冰雪主题乐园沉浸式文旅发展策略研究——以哈尔滨冰雪大世界为例

Strategies for the Development of Immersive Cultural Tourism in Cold-Weather Snow Theme Parks——A Case Study of Harbin Ice and Snow World

该文聚焦于哈尔滨冰雪大世界沉浸式文化旅游的产业发展现状,探讨其在利好政策和发展趋势驱动下的战略定位与实践成果。通过案例研究方法,该文详细分析哈尔滨冰雪大世界的经营模式、经济影响力及其创新的沉浸式体验设计,揭示其作为区域经济增长的新潜力。研究发现,环境保护挑战、品牌定位模糊,以及体验项目多样性不足等问题,是当前寒地冰雪主题乐园需要克服的关键障碍。基于此,该文提出了增强公众对冰雪环境保护的认知和参与度、运用技术创新提升沉浸式体验,以及通过独特的文化旅游产品和有效的事件营销策略塑造品牌形象等策略,旨在增强哈尔滨冰雪大世界的核心竞争力,同时为省内其他的冰雪主题乐园旅游项目提供宝贵的经验和策略参考。

This article focuses on the current state of industrial development in immersive cultural tourism at Harbin Ice and Snow World,discussing its strategic positioning and practical outcomes driven by favorable policies and development trends.Employing the case study method,this paper provides a detailed analysis of the operational model,economic impact,and innovative immersive experience design of Harbin Ice and Snow World,revealing its potential as a new growth area for regional economy.The study identifies key challenges to be overcome by cold region ice and snow theme parks,including environmental protection challenges,unclear brand positioning,and lack of diversity in experience projects.Based on these findings,the article proposes strategies to enhance the core competitiveness of Harbin Ice and Snow World,including enhancing public awareness and participation in ice and snow environment protection,leveraging technological innovation to improve immersive experiences,and shaping brand image through unique cultural tourism products and effective event marketing strategies.These strategies aim to provide valuable experiences and references for other ice and snow theme park tourism projects within the province.