A Research Project on Marketing and Communication Strategies for the Development of a World-class Ice and Snow Brand in Jilin Province

DOI: https://doi.org/10.62517/jtm.202413407

Author(s)

Jingying Huang, Luhong Zhang*, Guorong Zhang, Shujia Cheng

Affiliation(s)

College of Tourism, Changchun University, Changchun, Jilin, China *Corresponding Author.

Abstract

Jilin Province, one of China's regions with the greatest abundance of snow and ice resources, offers significant potential for the development of snow and ice tourism. In light of the accelerated growth and ongoing expansion of the snow and ice tourism market in recent years, Jilin Province is proactively striving to establish a world-class, influential snow and ice brand. This initiative is designed to attract a greater number of overseas tourists, thereby fostering the overall prosperity and development of the regional economy. This paper presents a scientific exploration and summary of the marketing and communication strategies employed by Jilin Province in the process of ice and snow branding. The research methodology employed was a combination of literature research, field surveys, data collection and analysis, and classic case analysis. A comprehensive research program can provide accurate data on market demand, theoretical support, and practical guidance for the branding and communication of ice and snow tourism in Jilin Province. This research can also inform the development of a distinctive city brand.

Keywords

Jilin Province; world-class ice and snow brand; marketing; communication strategy

References

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