杨磊1，徐诗枧2，王德喜1，杨加玲1
(1.连云港师范学院 体育学院，江苏 连云港 222006；2.云南师范大学 教育学部，云南 昆明 650500)
摘 要：冰雪体育旅游不仅能丰富大众体育生活、促进体旅深度融合，更能以此彰显国家冰雪文化魅力，进而助力体育强国建设。运用文献资料等方法，剖析后冬奥时代我国冰雪体育旅游可持续发展的现实困境、动力要素与推进路径。研究认为，冰雪体育旅游可持续发展需兼顾经济、社会和环境效益。后冬奥时代冰雪体育旅游面临资源优势趋弱、品牌影响力不足、管理运营受阻、新质人才短缺、系统生态复杂等现实困境，其动力要素包括产业政策、技术创新、消费需求和资本投入等。据此，提出以下4点推进路径：(1)政府层面：以支持市场为信号，整合区域性冰雪资源；(2)产业链层面：以绿色环保为底色，推进文体旅深度融合；(3)企业层面：以“数智”科技为驱动，形塑高知名体育品牌；(4)市场层面：以沉浸体验为乐趣，鼓励参与式冰雪消费。以期为后冬奥时代我国冰雪体育旅游的可持续发展助力。
关 键 词：体育产业；冰雪体育旅游；可持续发展；后冬奥时代
中图分类号：G80-05 文献标志码：A 文章编号：1006-7116(2026)05-0077-08
Realistic dilemma, dynamical elements and promotion paths on sustainable development of ice and snow sports tourism during the post-Winter Olympics era
YANG Lei1，XU Shijian2，WANG Dexi1，YANG Jialing1
(1.School of Physical Education，Lianyungang Normal University, Lianyungang 222006，China；2.Faculty of Education，Yunnan Normal University，Kunming 650500，China)
Abstract: Ice and snow sports tourism can not only enrich the public's sports life and also promote the in-depth integration of sports and tourism, but also highlight the nation's cultural charm of ice and snow sports, thereby contributing to the goal of building a leading sporting nation. Using the methods of literature review, this study analyzes the realistic dilemma, dynamical elements and promotion paths for the sustainable development of ice and snow sports tourism inChinaduring the post-Winter Olympics era. The research suggests that the sustainable development of ice and snow sports tourism would balance economic, social, and environmental benefits. During the post-Winter Olympics era, ice and snow sports tourism faces realistic dilemma comprising weakened resource advantages, insufficient brand influence, obstructions in management and operation, a shortage of new-type talents, and a complex ecosystem, and the dynamical elements include industrial policy, technological innovation, consumer demand, and capital investment. Accordingly, four promotion paths are reasonably proposed by this study: (1) from the layer of government, regarding the market support as a signal to integrate regional ice and snow resources; (2) from the industry chain layer, taking the green and environmental protection as the background color to promote deep integration of culture, sports, and tourism; (3) from the layer of enterprise, viewing the digital and intelligent technology as the drive to shape renowned sports brand; (4) from the layer of market, taking the immersive experience as enjoyment to encourage the participatory ice-and-snow consumption, aiming to contribute to the sustainable development of ice and snow sports tourism in China during the post-Winter Olympics era.
Keywords: sports industry；ice and snow sports tourism；sustainable development；the post-Winter Olympics era