Research On Tourism Product Development Of YQJD Ski Resort Based On ASEB Grid Analysis Method

With the development of economy and the continuous improvement of people’s living standards,people’s pursuit of spiritual culture and a better lifestyle is growing after meeting their material needs.Tourism is one of the crucial contents of pursuing a better lifestyle.People’s demand for tourism products and services shows a diverse and unique trend.Under the background of the successful hosting of the Beijing Winter Olympics,ice and snow tourism has attracted people’s attention and changed from a previous niche hobby to a mass one.“Engaging 300 million people in ice and snow activities” has become a reality.In this aspect,ice and snow tourism products have become increasingly unable to meet the needs of tourists,and improving the supply-side products of ice and snow tourism has become a vital part of ice and snow tourism research.Therefore,this paper took YQJD Ski Resort as the research subject,and studied the development of its ice and snow tourism products,in order to provide suggestions for YQJD Ski Resort to develop better and more characteristic ice and snow tourism experience products.This study was based on experience economy theory,tourism destination life cycle theory and Manning-Hass-Driver-Brown hierarchy of needs theory.Combined with the resources,environment and development status of the ski resort,the questionnaire was designed through network text analysis,and the data information was collected by means of questionnaire survey and interview.ASEB grid analysis was adopted to make an in-depth analysis from 16 dimensions,including strengths,weaknesses,opportunities,threats,activities,environment,experience and benefits.Through the above analysis,the main problems were as follows: few types of tourism experience products,training products not meeting tourists’ expectations,lack of tourism product development in off-season,serious shortage of sightseeing products and cultural and creative products,poor experience of tourism service products and lack of public facilities construction,etc.The main reasons are as follows: Lack of planning and market investigation of tourism experience products,lack of professional ski instructors,lack of exploration of tourism resources,lack of local characteristics,lack of professional management talents and service personnel,and poor business environment.To sum up,the countermeasures regarding product development of YQJD Ski Resort are to enrich ice and snow experience products,create professional training products,develop ski resort off-season tourism products,innovate historical and cultural tourism products,optimize human resources allocation and strengthen safeguard measures.