Research On Development Strategy Of Ice And Snow Sports Tourism In Shandong Province

With the development of our country’s economic society,people’s living standards and income have been improved to a great extent,people’s leisure time become more available,consumption power has also been greatly improved.In addition,due to the impact of COVID-19,people pay more attention to their own health and more people start to exercise.Slowly,sports tourism and related industries have become a popular industry for mass fitness consumption.With the successful holding of the 2022 Beijing Winter Olympic Games,the government is also actively promoting ice and snow sports,forming a trend of ice and snow sports nationwide.Ice and snow sports tourism is one of the main contents of ice and snow sports in China,which not only integrates entertainment,sightseeing,leisure and vacation,but also enrichis the connotation of sports tourism industry.At the same time,it also opens up the development space of mass ice and snow sports,infuses new impetus for the development of mass ice and snow sports,and can better meet the needs of the public in winter sports and fitness,so it is sought after by more and more healthy people.Shandong Province is close to the location of the Winter Olympic Games,and has rich tourism resources and convenient transportation conditions,as well as strong support from the government,which provides a good market environment for the development of ice and snow sports tourism in Shandong.Therefore,by using expert interview method,literature method,comparative analysis method,AHP-SWOT analysis method and other research methods,this paper comprehensively analyzes the basic conditions and comprehensive environment of the development of ice and snow sports tourism industry in Shandong Province,and analyzes the internal advantages and disadvantages of the development of ice and snow sports tourism in Shandong Province.The comprehensive conditions of ice and snow sports tourism in Shandong Province are reviewed and evaluated from four aspects,including external opportunities and challenges,and the following conclusions are drawn:First,the main advantages of the development of ice and snow sports tourism in Shandong Province are:(1)Abundant cultural and natural tourism resources,and the total number of sports tourism-related enterprises ranks the third in China.(2)Convenient transportation conditions,convenient travel of tourists inside and outside the province.(3)More sports venues and ice and snow sports venues to meet people’s needs for physical fitness.(4)With the strong support of the government,high-quality ice and snow sports tourism routes will be launched.Second,the main disadvantages of the development of ice and snow sports tourism in Shandong Province are:(1)the shortage of professional personnel of ice and snow sports tourism.(2)Insufficient promotion of ice and snow venues.(3)The ice and snow venue is small in scale and the entertainment items are single.(4)Compared with the three Eastern provinces,the ice and snow venue is less well-known and not competitive.Third,the main opportunities for the development of ice and snow sports tourism in Shandong Province are:(1)In the post-Winter Olympics era,the state vigorously promotes the development of ice and snow sports.(2)Residents are increasingly enthusiastic about ice and snow sports.(3)Increased disposable income and improved living standards.(4)The government creates a good policy environment for the development of ice and snow sports tourism.Fourth,the main threats to the development of ice and snow sports tourism in Shandong Province are:(1)The impact of the novel coronavirus epidemic,resulting in a significant decline in the number of tourists.(2)The ice and snow fields in the three Eastern provinces and the Beijing-Tianjin-Hebei region have high competitiveness.(3)Constraints of natural factors such as climate and terrain.(4)The supporting industries around the ice and snow venue are not perfect and the industrial chain is short.Finally,through AHP-SWOT analysis,the quadrilateral of development strategy of ice and snow sports tourism in Shandong Province is established.It is found that the development of ice and snow sports tourism in Shandong province should first adopt SO pioneering strategy: strengthen policy support;Give full play to the advantages of tourism resources and transportation and seize development opportunities.Then the ST resistance strategy:change the management idea,improve the utilization efficiency of the site;Build snow and ice resorts to extend the industry chain.Wo-strive strategy: increase publicity;Strengthen management and provide diversified entertainment programs.WT conservative strategy: do a good job in epidemic prevention and control,improve the enterprise’s ability to resist risks;Learn from the experience of other provinces to improve competitiveness.