基于SWOT模型的武汉市冰雪旅游 产业发展策略研究
武汉商学院, 经济学院, 湖北武汉 430056
| 摘 要： | 随着冰雪运动“南展西扩东进”战略不断落地，冰雪旅游不再局限于中国北方地区，越来越多南方城市开始布局相关产业，探索适合自身的发展道路也成为当下文旅领域的研究热点。武汉作为中部地区重要中心城市，发展冰雪旅游具备独特的基础条件。本文以武汉市冰雪旅游产业为研究对象，梳理当地产业发展现状，分析各类影响因素，尝试总结出符合南方城市实际的发展策略，也希望能为同类型城市提供参考。本次研究主要运用文献资料法、实地考察法以及SWOT分析法，从优势、劣势、机遇、威胁四个维度展开全面分析。研究发现，武汉拥有优越的地理位置、完善的交通网络和丰富的人文旅游资源，再加上地方政策扶持、大众冰雪消费热情上涨、数字技术不断融合应用，产业发展具备良好基础。但本地天然冰雪资源偏少、冰雪文化氛围薄弱，人工造雪和场馆维护成本较高，再加上省内外同类项目较多，市场竞争压力较大，也制约了产业进一步发展。结合SWOT分析结果，本文分别制定SO、WO、ST、WT四类发展策略，从打造特色文旅IP、借助技术降低运营成本、培育本土冰雪文化、实行场馆差异化运营、优化成本管理等方面提出具体做法。本次研究结论既能助力武汉冰雪旅游产业稳步发展，也可以为中国其他南方城市开展冰雪旅游项目提供实践思路。 |
| 关 键 词： | 武汉市; 冰雪旅游; SWOT分析; 策略 |
| DOI： | 10.57237/j.wjeb.2026.01.005 |
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收稿日期: 2026-05-18
接受日期: 2026-06-18
在线出版日期: 2026-07-07
Research on the Development Strategy of Ice and Snow Tourism Industry in Wuhan Based on SWOT Model
School of Economics, Wuhan Business University, Wuhan 430056, China
| Abstract: | With the continuous implementation of the national strategy of “Expanding Ice and Snow Sports to the South, West and East”, ice and snow tourism is no longer limited to northern China. More and more southern cities have started to layout relevant industries, and exploring suitable local development paths has become a key research hotspot in the cultural tourism industry. As an important central city in central China, Wuhan has unique basic conditions for the development of ice and snow tourism industry. Taking Wuhan’s ice and snow tourism industry as the research object, this paper sorts out the current development status of the local industry and analyzes its various influencing factors, so as to summarize targeted development strategies applicable to southern cities and provide references for similar domestic cities. Adopting the literature review method, field investigation method and SWOT analysis method, this study conducts a comprehensive analysis from the four dimensions of strengths, weaknesses, opportunities and threats. The research results show that Wuhan’s ice and snow tourism industry enjoys favorable development foundations benefited from its superior geographical location, complete transportation network, rich cultural tourism resources, supportive local policies, growing public enthusiasm for ice and snow consumption, and in-depth integrated application of digital technologies. However, the further development of the industry is restricted by insufficient natural ice and snow resources, weak local ice and snow cultural atmosphere, high costs of artificial snowmaking and venue maintenance, and intense market competition from a large number of similar projects inside and outside Hubei Province. Based on the SWOT analysis results, this paper formulates four types of development strategies including SO, WO, ST and WT strategies, and puts forward specific countermeasures in terms of building characteristic cultural tourism IPs, reducing operating costs through technological empowerment, cultivating local ice and snow culture, implementing differentiated operation of venues, and optimizing cost management. The research conclusions can not only promote the stable and high-quality development of Wuhan’s ice and snow tourism industry, but also provide practical development ideas for other southern cities in China to carry out ice and snow tourism projects. |
| Keywords: | Wuhan City; Ice and Snow Tourism; SWOT Analysis; Development Strategies |
基金
| 1. | 武汉商学院2025年度校级大学生创新创业训练计划项目《“热城”的“冰雪奇缘”: 武汉市冰雪旅游发展水平测度及策略研究》(No. 202511654125) |
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