Ice And Snow Tourism Image Shading Effect Research In Heilongjiang Province

The phenomenon of tourism image coverage comes from the competition betweendifferent tourism districts. It is inevitable to cause the phenomenon that touristdestination with good image covered the tourist destination with poor image. Ice-snowtourism is the prevailing experience tourism in recent years, and Heilongjiang provinceis the earliest province which developed ice-snow tourism, the image of ice-snowtourism is labelled a heart-throb. It always covers ice-snow tourism image of otherprovinces. How to use tourism image covered theory and related theories to research theeffect of ice-snow tourism image coverage in Heilongjiang province and come up withmeasures to keep and expand this covered effect to other provinces, is the main problemin this paper’s research.This article elaborates the purpose, significance and research background of thispaper, this paper summarized the literatures of domestic and overseas scholars relevantimage coverage phenomenon, analysis current situations and reasons of ice-snowtourism image coverage phenomenon in Heilongjiang province, on the basis of thetourism competitiveness, tourists consumption behavior, the travel marketing relatedtheories and the point of view of the image coverage, combined with complementaryquestionnaire and the relevant documents. Finally, put forward some effective measuresto expand the ice-snow tourism coverage effect of Heilongjiang province to otherprovinces，to consolidate the competitive advantage status of ice-snow tourism inHeilongjiang province since the advantage of ice-snow tourism image coverage effect inHeilongjiang province.