RESEARCH ON THE DEVELOPMENT OF ICE AND SNOW SPORTS TOURISM INDUSTRY IN HEILONGJIANG PROVINCE UNDER THE BACKGROUND OF THE INTEGRATED DEVELOPMENT OF "SPORTS, SPORTS AND TOURISM"

Abstract

As a province rich in ice and snow resources and a strong province of ice and snow sports, the ice and snow sports tourism industry in Heilongjiang Province has always been one of its important industries, promoting rapid economic growth. In the post-Winter Olympics period, the industry is expected to continue driving economic development. This study, based on industrial integration theory, analyzes the current situation, opportunities, and challenges of the integration of culture, sports, and tourism in Heilongjiang’s ice and snow sports tourism industry. Through literature review, interviews, and questionnaire surveys (2,000 distributed, 1,639 valid), the paper identifies key issues—including human resources shortages, insufficient service quality, product homogenization, and lack of core competitiveness—and proposes countermeasures such as cultivating compound talents, creating characteristic events, enriching product supply, improving infrastructure, and enhancing industrial ecology. The study concludes that integrated development of "sports, sports and tourism" is essential for sustainable, high-quality growth.