民俗性冰雪旅游產業發展的社會價值、現存困境與紓解對策

摘 要：借助于北京冬奧會引發的冰雪旅游熱，我國民俗性冰雪旅游產業迎來發展新機遇。其在社會價值上主要體現為突出地域特色，實現對民俗文化的保護和傳承；拉動地區經濟，促進多元化經濟模態的形成；塑造地方形象，提高知名度與綜合實力。但產業發展的現存困境主要存在于資源環境亟待改善、社會認知與接受程度有待提高兩個方面。提出發揮政府導向作用，加大對產業的支持與保障；加強社會公眾引導，提高產業的社會認同度；打造名牌旅游產品，為游客提供優質服務；加強產業合作，實現發展模式創新等紓解對策，以期通過政府統籌、內外聯動、資源協同的方式振興我國民俗性冰雪旅游產業，助力地方經濟和文化的繁榮發展。

關鍵詞：民俗性冰雪旅游產業；社會價值；現存困境；紓解對策

中圖分類號：G80-052" " " " " " " " " " " " 文獻標識碼：A" " " " " " " " " " " "文章編號：1002-3488（2023）03-0076-05

The Social Value， Current Plights and Countermeasures for the Development of Folkloric Ice and Snow Tourism Industry

XIA Lei

（Sports Department of Guangdong Technology College， Zhaoqing 526110， China）

Abstract： With the ice and snow tourism boom triggered by the Beijing Winter Olympics， China's folkloric ice and snow tourism industry has embraced new opportunities for development. Its social value is mainly reflected in highlighting regional characteristics， realizing the protection and inheritance of folk culture; boosting the regional economy， promoting the formation of diversified economic model; shaping the local image， improving popularity and comprehensive strength. However， the current plights in industrial development mainly lie in two aspects： the resource environment need to be improved urgently， and the social awareness and acceptance also need to be improved. It is proposed to play the role of government guidance to increase the support and protection of the industry; strengthen public guidance to improve the social acceptance of the industry; create brand-name tourism products to provide tourists with high-quality services; strengthen industrial cooperation and realize the innovation of the development mode and other measures to alleviate the problem. The aim is to revitalize China's folkloric ice and snow tourism industry through government coordination， internal and external linkage， and resource synergy， so as to contribute to the prosperity of local economy and culture.

Key words： folkloric ice and snow tourism industry; social value; current plights; countermeasures

近年來，冰雪旅游作為一種新興的旅游形式，日益受到人們的關注和追捧。而在冰雪旅游產業中，民俗性冰雪旅游作為一種融合了傳統文化與冰雪元素的獨特旅游形式，展現出深厚的歷史積淀和別樣的地域特色。這種產業形式不僅為游客提供了與自然親近、感受傳統文化的機會，推動了傳統文化的傳承與創新，也促進了地方的經濟增長和社會發展[1]。我國是一個多民族的國家，民俗性冰雪文化資源豐富，同時受北京冬奧會的影響，國內冰雪旅游進入發展的黃金期，民俗性冰雪旅游產業隨之迎來大好的發展機遇[2]。……