Research On The Development Strategy Of Ice And Snow Tourism Products In Harbin From The Perspective Of Tourist Experience

Harbin City,Heilongjiang Province is China's most prestigious ice and snow tourist resort.With the development of China's society and economy and the increasing spiritual needs of the people,ice and snow tourism has entered people's lives.This thesis starts from the perspective of tourist experience,taking ice and snow tourism products as research objects,taking Harbin Ice-Snow World,Yabuli Ski Resort,Songhua River Ice and Snow Carnival as examples.Harbin ice and snow tourism products are divided into ornamental products and experiential products.This thesis studies and analyzes the development conditions,product characteristics,product types,development status and existing problems of ice and snow tourism products in Harbin through the methods of literature,expert interview,questionnaire,field investigation and case analysis,and puts forward development strategies in order to provide new ideas for the development of ice and snow tourism products in Harbin.After research and analysis,the conclusions are:1.The conditions for the development of Harbin ice and snow tourism products include rich natural resources,splendid regional culture,rich festivals,a solid infrastructure,strong policy support,and the huge development potential of the ice and snow tourism industry itself.2.Harbin has rich types of ice and snow tourism products,with the characteristics of regional,seasonal,artistic and participatory;it mainly includes the ornamental products represented by ice and snow art products,ice and snow events products,ice and snow festivals products;the experience products represented by ice and snow leisure products,ice and snow folk customs products.3.Harbin Ice and snow tourists are mainly young people in the central and eastern regions.They mainly obtain tourism information through the introduction of relatives and friends and online media.They mainly enjoy ice and snow art and participate in ice and snow entertainment activities.They have a high evaluation on ice and snow landscape and tourism projects,and a low evaluation on traffic conditions,scenic area reception capacity and shopping.4.The development case of ornamental products-Harbin Ice-Snow World,mainly ice and snow art products such as ice lamp and ice sculpture,and ice and snow leisure products such as skating and snow circle are also rich.Experience product development case: Yabuli Ski Resort takes skiing project as the development core;Songhua River Ice and Snow Carnival mainly carries out ice and snow entertainment activities.5.From the perspective of tourists' experience,the problems existing in the development of Harbin Ice and snow tourism products include: Lack of differences in products and cultural connotation;Lack of marketing and weak brand influence;Uneven quality of service personnel;Lack of industry norms and legal protection;Weak development of supporting industries.6.According to the current situation and problems of Harbin Ice and snow tourism product development,the following strategies are put forward: Strengthen IP cooperation and develop differentiated products;Excavate cultural heritage and highlight regional characteristics;Enrich marketing strategies and build tourism brand;Improve service quality and establish supervision system;Establish industry standards and strengthen legal construction;Develop supporting industries and enhance sustainable development capacity.