Investigating Marketing Strategies For Harbin Ice And Snow Tourism Projects Through Tourist Experience

As a golden industry,ice and snow tourism is in a golden period of development.While developing itself,it also has a profound influence on other fields such as sports and education,especially with the successful hosting of the 2022 Beijing Winter Olympics,ice and snow tourism has reached a new climax.Due to its geographical location and other advantages,Harbin has achieved great development in ice and snow tourism and has become an internationally famous ice and snow tourism brand area,with great potential for the development of the ice and snow tourism industry.However,because of the impact of the COVID-19 pandemic,its ice and snow tourism has not developed well in recent years,and this industry has faced more challenges.Under this kind of situation,in order to restore the development momentum of the ice and snow tourism industry,it is urgent to find a new way out and gain more advantages in the fierce domestic and international competition,so as to help achieve the sustainable development goal of Harbin’s ice and snow tourism industry.Based on the theory of perceived value,tourist satisfaction and other theories,this study extracts the influencing factors of Harbin ice and snow tourism experience from the dimensions of ice and snow aesthetic experience,ice and snow facilities experience through indepth interviews with Harbin ice and snow tourists based on the Grounded theory method.On this basis,four variables,namely tourist satisfaction,perceived value,willingness to revisit,and willingness to recommend,are introduced to propose research hypotheses.After constructing a Harbin ice and snow tourism project model,reliability,validity,hypothesis testing,and intermediary testing analysis are conducted.According to the analysis results,the research conclusion is drawn that both tourist satisfaction and perceived value are positively affected by the ice and snow experience.For tourist satisfaction,The most obvious impact is on the aesthetic and activity experience of ice and snow,and the experience of ice and snow facilities has a significant influence on perceived value;The willingness to recommend is positively influenced by the experience of ice and snow.The experiences of ice and snow facilities and activities have a greater influence on the willingness to recommend;Tourist satisfaction has a significant positive influence on the willingness to revisit and recommend,while perceived value has a positive influence on the willingness to revisit;The ice and snow experience affects the willingness to revisit and recommend through tourist satisfaction,and affects the willingness to revisit through perceived value.Finally,based on empirical research results,marketing strategies are proposed from four perspectives:improving aesthetic value and service level,strengthening infrastructure construction,and enriching ice and snow tourism activities,providing reference significance for the development of ice and snow tourism projects in Harbin and other regions.