Research On Product Development Strategy Of Ice And Snow Tourism In Changbai Mountain View Area Based On RMP Theory

In recent years,with the rapid development of China’s national economy and the improvement of people’s living standards,people’s demand for tourism and leisure has been increasing.Among them,ice and snow tourism,as an emerging form of tourism,has received more and more attention.China is rich in ice and snow resources,with a wide range of ice and snow sports venues and unique ice and snow cultural heritage.With the strong support of national policies,China’s ice and snow tourism has gradually become one of the important industries to promote local economic development and improve people’s quality of life.As one of the important development areas of ice and snow tourism in China,the Northeast region has become a popular ice and snow tourism destination for domestic and foreign tourists with its unique ice and snow resources and unique tourism cultural heritage.However,there are still some problems and challenges in the development of ice and snow tourism in Northeast China,such as single tourism product,low level of tourism service and insufficient tourism marketing.Therefore,an in-depth study and exploration of ice and snow tourism in Northeast China will help to better understand its development status and problems,and provide theoretical and practical support to promote the sustainable development of ice and snow tourism in Northeast China.This paper takes "Changbai Mountain Scenic Area ice and snow tourism products" as the research object,adopts inductive summary method,questionnaire survey method,field survey method,statistical analysis method and other research methods,according to the research idea of "theoretical foundation-current situation analysis-development dilemma-development countermeasures",based on Based on the RMP theory,we analyze the current situation of ice and snow tourism product development in Changbai Mountain Scenic Area,analyze the shortcomings of ice and snow tourism product development in Changbai Mountain Scenic Area,and explore the measures that can be taken to develop ice and snow tourism products in Changbai Mountain Scenic Area.From the perspective of resource analysis,the study finds that Changbai Mountain Scenic Area has abundant ice and snow tourism resources.However,due to the lack of effective market-oriented operation means,these resources are costly in the process of transformation to the market and cannot fully realize their potential value.Therefore,in order to better exploit the value of Changbai Mountain Scenic Area’s ice and snow tourism resources,it is necessary to take a series of effective measures to reduce costs and improve market operations.From the perspective of market analysis,in the investigation of tourists’ recognition of ice and snow tourism products in Changbai Mountain Scenic Area,this paper adopts a questionnaire survey to conduct in-depth research on the tourists of Changbai Mountain Scenic Area ice and snow tourism from the perspective of tourists’ basic characteristics and tourists’ preferences,and uses SPSS software to process and analyze the original data.From the perspective of product development,there are still problems of lack of differentiation of ice and snow tourism products,vague market positioning,insufficient publicity and promotion,insufficient reasonable product pricing,insufficient industry standardization and uneven quality of corresponding service personnel and weak supporting infrastructure in Changbai Mountain Scenic Area scenic area.Comprehensive analysis of the above,from the product development strategy,it is proposed to create unique ice and snow tourism products to meet the needs of different sources,and at the same time,the market positioning of tourism sources should be identified,and differentiated marketing strategies should be developed to enhance brand competitiveness and market share;in addition,in order to promote the development of ice and snow tourism,it is necessary to accelerate infrastructure construction,improve the quality of tourism services,develop a flexible price mechanism and establish tourism industry standards to promote the sustainable development of ice and snow tourism in Changbai Mountain Scenic Area.In conclusion,the research results of this paper provide new insights and theoretical basis for the development of ice and snow tourism products in Changbai Mountain Scenic Area,and provide theoretical support for the development of China’s ice and snow tourism industry.