基于扎根理论的滑雪旅游度假区经营要素与理念识别

随着国民消费的升级,滑雪度假已然成为冬季旅游的消费新热点。经营要素与经营理念是旅游目的地成功发展的必备基础。为更好地提升我国滑雪旅游度假区的竞争力,本文通过对来自6个世界冰雪强国的11名旅游部门及滑雪企业负责人的访谈,运用扎根理论与内容分析法,从供给侧的角度识别出滑雪旅游度假区成功经营的基础要素与核心竞争力要素,以及人才专业性、体验性、异质化开发、持续创新、绿色发展五大经营理念。据此建议我国滑雪旅游度假区高质量发展需从地方感营造、游客体验、市场培育、生态保护等方面入手,来完善经营要素体系,提升市场竞争力。

Ski resorts management elements and philosophies identification using grounded theory

With the upgrading of national consumption, ski vacation has become a new hot spot of winter tourism consumption. Management elements and management philosophy are necessary for the successful development of tourism destinations. In order to better enhance the competitiveness of ski resorts in China, interviews with 11 heads of tourism departments and ski enterprises from 6 countries that have strong ice and snow industries were conducted. This study used grounded theory and content analysis methods to identify the basic elements and core competitiveness of successful operation of ski resorts from the supply side. Talent professionalism, experience, heterogeneous development, sustainable innovation, and green development are found as the five major business philosophies. It is suggested that from the aspects of local sense construction, tourist experience, market cultivation, and ecological protection, we should improve the system of management factors, enhance market competitiveness, and promote the high-quality development of ski resorts in China.