Factors Affecting the Development of the Ice and Snow Tourism Industry in Jilin Province, People’s Republic of China

Abstract

The objectives of this research are (1) to study the development of the ice and snow tourism industry in Jilin Province, and (2) to analyze the factors affecting the development of the tourism industry through cultural integration. This research uses qualitative research methods. First, SWOT analysis is used to identify the strengths, weaknesses, opportunities and threats of the development of the ice and snow tourism industry in Jilin Province, so as to comprehensively understand the internal and external conditions of the development of Jilin's ice and snow tourism industry. Second, to comprehensively understand the external factors affecting Jilin's ice and snow tourism industry, PEST analysis is used to examine the political, economic, social and technological dimensions of the macro-environment and the factors influencing the development of the industry, and in-depth interviews are conducted with 5 local and national experts and scholars in related fields. The content of the interviews is analyzed.

The research found that: (1) In terms of the development of the ice and snow tourism industry, it can meet the diversified needs of tourists through creative products and services, such as developing high-end ice and snow resorts and adventure experiences. At the same time, expanding market access and building a strong brand can enhance Jilin's awareness and influence. Both domestic and international, environmental protection and development will help the ice and snow tourism industry to ensure the sustainability of Jilin Province; and (2) promote tourism through cultural integration. By exploring and analyzing the factors of Jilin's unique ice and snow culture, folklore and historical heritage, and incorporating cultural elements into the design of cultural products and attracting attention, by holding ice and snow culture festivals and folk festivals, showing the cultural charm of Jilin, it can enhance the cultural experience of tourists. In addition, the development of tourism service models, such as the development of ice and snow culture-themed hotels, educational tourism, these factors not only add value to the tourism industry, but also drive the transformation and upgrading of the industry.