Research on the Brand Image Shaping and Guarantee Mechanism of Ice and Snow Research Tourism in Jilin Province

DOI: https://doi.org/10.62517/jtm.202613401

Author(s)

Yu Wang*

Affiliation(s)

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

Abstract

Under the dual policy support of vigorously supporting the development of ice and snow economy and continuously promoting the implementation of research and practice education in primary and secondary schools, ice and snow research tourism has grown into one of the core formats of cultural and tourism industry in Northeast China to complete the transformation and upgrading and successfully transform regional cold resources into hot economy. Jilin Province is located in the world's recognized ' Golden Snow Belt ' area, with scarce and unique powder snow resources, characteristic rime landscape, lake winter fishing format, as well as Korean, Manchu and other characteristic minority cultural resources. These high-quality endowment conditions can provide unique basic support for the local development of high-quality ice and snow research travel products. In recent years, Jilin Province has continued to make efforts to build a ' long day snow ' ice and snow public brand, and gradually expanded the overall scale of the ice and snow tourism market in the province and enriched the format. From the perspective of the development status of the subdivision track, there are still many development shortcomings in the field of ice and snow research. On the one hand, the overall brand positioning is not clear enough. On the other hand, the problem of homogenization of market products is more prominent, and the excavation of regional characteristic culture is not deep enough. These existing problems will make Jilin Province unique. Resource advantages are difficult to completely transform into solid brand competitiveness and market development advantages. This study systematically combs the development advantages of ice and snow research tourism in Jilin Province and the overall development status of the industry, and defines the core concepts and specific connotations of the ice and snow research tourism brand in Jilin Province. On this basis, the regional development characteristics of Jilin area are deeply analyzed, and the brand image building system of ice and snow research and learning adapted to the local characteristics of Jilin is set up. At the same time, a series of development optimization paths with landing are put forward. The research results of this paper can effectively make up for the vacancies and deficiencies of the current research on the ice and snow research tourism brand in Jilin Province, and can help the ice and snow research tourism in Jilin Province to achieve differentiated development, brand normalization operation and nationwide promotion and popularization, and then continue to promote the ice and snow tourism industry in Jilin Province to a high-quality and sustainable development path.

Keywords

Ice and Snow Educational Tourism; Brand Building; Communication Channels; Cultural-Tourism Integration

References

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