Research On The Development Of Sichuan Skiing Tourism Industry Based On SCP Analysis Paradigm

In recent years,the rapid development of China’s sports industry,sports tourism formed by the integration of sports industry and tourism industry has become the largest market cake in the sports industry,and has attracted much attention.In 2015,Beijing’s joint Zhangjiakou bid for the 2022 Winter Olympics was successful.In 2025,more than 50 million people participated directly in the ice-snow sports and “spurred 300 million people to participate in the snow and ice sports”.Ski-themed sports tourism will also become the new darling of the times and have broad prospects for development.More and more people will recognize and participate in skiing sports tourism.Sichuan Province is located in the southwest of China and is an important area for the implementation of the strategy of “Northern Bingnan Exhibition West Expansion” in China.The Sichuan skiing sports tourism industry also ushered in a golden period of development.However,at present,the domestic experts’ study on skiing sports tourism focuses on the relationship between the development of ski tourism and the environment,the wishes of ski tourists,and the impact of the development of ski tourism on the local area,or the selection of typical cases for research on skiing in Sichuan Province.There is a lack of research in the tourism industry.In order to enrich the research in this field,the Sichuan ski sports tourism industry chosen for this study is the subject of research.Firstly,it uses the literature data method to conscientiously study the domestic experts’ research on the skiing sports tourism industry;then it has investigated the Xiling Snow Mountain and Maoding County Jiudingshan Taiziling.Ski resorts,Guangyuan Zengjiashan Ski Resort,Biopengou Ski Resort,Chengdu Sichuan All Seasons Dryland Ski Resort and other Sichuan Ski Sports Tourism Industry Clusters;and the use of PEST analysis method to analyze the political,economic,social,and social development of Sichuan ski sports tourism industry.Technological environment for analysis.The article is based on the SCP analysis framework of industrial organization theory,and combines its own understanding to put forward the ski sports tourism industry chain,and analyzes the market structure,market behavior,and market performance of Sichuan ski sports tourism industry.There are five problems in the development of Sichuan ski sports tourism industry.: The related policies and management system are not perfect;ski awareness and the people’s foundation are weak;the investment and financing model is simple and the resources are unreasonably allocated;the safety mechanism is not perfect;Correspondingly,five suggestions were proposed for the problem: optimizing the industrial development environment;strengthening propaganda and establishing a training system;improving resource allocation efficiency,innovating product development;improving infrastructure,strengthening safety management mechanisms,and cultivating introduced professionals.The research results show that: First,the Sichuan ski sports industry chain has basically taken shape,but it is still incomplete.It is necessary to improve the support for ski equipment manufacturing based on the improvement of existing products.Second,the development of the Sichuan ski sports tourism industry requires the support of the government.First,the Sichuan Provincial Sports Bureau,the Tourism Bureau,and the cities and states that have ski-sport tourism resources have issued special policies to support the land and funds.Second,optimize the investment and financing environment for the Sichuan ski sports tourism industry,innovate the investment and financing model,and introduce social capital through multiple channels.In addition,vigorously publicize the ski culture,establish the public awareness of skiing sports,and cultivate the sports consumer groups.Third,give play to the strength of social organizations.Actively establish social organizations such as the Sichuan Ski Sports Tourism Association to promote ski sports and tourism culture,organize ski sports and tourism events,and cultivate professional ski sports and tourism personnel.Fourth,for enterprises to continue to develop,it is necessary to improve basic tourism facilities,innovate ski sports tourism products,and attach importance to personnel training and introduction.