文旅案例 | 從雪道到生活場(chǎng)：“滑雪+文旅”的融合躍遷與未來(lái)圖景、“運(yùn)動(dòng)+”融合消費(fèi)成為主流

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“滑雪+”已超越了傳統(tǒng)運(yùn)動(dòng)范疇，正以“滑雪+文旅”的融合姿態(tài)，成為驅(qū)動(dòng)冬季旅游乃至全年休閑消費(fèi)的關(guān)鍵引擎，展現(xiàn)出重塑區(qū)域經(jīng)濟(jì)與生活方式的巨大潛力。當(dāng)下文旅市場(chǎng)與消費(fèi)習(xí)慣的演變，為“滑雪+文旅”的勃興提供了豐沃土壤：

從“看風(fēng)景”到“享生活”，體驗(yàn)需求深度化：現(xiàn)代消費(fèi)者，尤其是作為消費(fèi)主力的新中產(chǎn)與年輕客群（Z世代），旅行目的從外在觀光轉(zhuǎn)向內(nèi)在愉悅與自我實(shí)現(xiàn)。滑雪不僅是一項(xiàng)運(yùn)動(dòng)，更是一種兼具挑戰(zhàn)性、時(shí)尚感與社交屬性的高品質(zhì)生活方式符號(hào)。人們追求的是一段完整的“滑雪假期”，而不僅僅是幾次雪道滑行。“運(yùn)動(dòng)+”融合消費(fèi)成為主流：消費(fèi)者的時(shí)間愈發(fā)寶貴，渴望在一次旅程中獲得復(fù)合型滿(mǎn)足。“滑雪+溫泉養(yǎng)生”、“滑雪+美食探索”、“滑雪+音樂(lè)藝術(shù)”、“滑雪+親子研學(xué)”等組合，極大地豐富了產(chǎn)品內(nèi)涵，提升了旅行粘性與客單價(jià)。滑雪成為串聯(lián)多元體驗(yàn)的核心線索。圈層文化與社交驅(qū)動(dòng)消費(fèi)：滑雪運(yùn)動(dòng)自帶強(qiáng)烈的社群屬性。在社交媒體（如小紅書(shū)、抖音）的助推下，滑雪裝備、技術(shù)、目的地成為重要的社交貨幣。年輕人通過(guò)滑雪構(gòu)建圈層、分享體驗(yàn)，催生了從眾消費(fèi)和打卡熱潮，使得滑雪市場(chǎng)迅速破圈，向更廣泛大眾滲透。度假習(xí)慣的養(yǎng)成與品質(zhì)要求提升：隨著國(guó)內(nèi)外高端度假體驗(yàn)的普及，消費(fèi)者對(duì)住宿品質(zhì)、餐飲水平、服務(wù)細(xì)節(jié)、環(huán)境設(shè)計(jì)的要求日益苛刻。一個(gè)成功的滑雪目的地，必須是能夠提供“舒適、便利、有格調(diào)”的一站式解決方案的度假區(qū)。

"Skiing+" has transcended the boundaries of traditional sports and is now emerging as a key driver of winter tourism and year-round leisure consumption, demonstrating tremendous potential to reshape regional economies and lifestyles. The evolution of the cultural tourism market and consumption habits provides fertile soil for the flourishing of "skiing + cultural tourism": from "viewing the scenery" to "enjoying life", the depth of experiential demands has increased: modern consumers, especially the new middle class and the young generation (Z Generation), have shifted their travel purposes from external sightseeing to internal enjoyment and self-actualization. Skiing is not only a sport but also a high-quality lifestyle symbol that combines challenge, fashion, and social attributes. What people pursue is a complete "skiing vacation", rather than just a few ski runs. "Sport + " integrated consumption has become the mainstream: consumers have increasingly precious time and desire to obtain comprehensive satisfaction in one journey. "Skiing + wellness spa", "Skiing + food exploration", "Skiing + music and art", "Skiing + family study and exploration" combinations have greatly enriched product content and enhanced travel stickiness and average transaction value. Skiing becomes the core thread that links diverse experiences. Circle culture and social factors drive consumption: Skiing sports have a strong community attribute. With the promotion of social media (such as Xiaohongshu and Douyin), skiing equipment, techniques, and destinations have become important social currencies. Young people build circles through skiing, share experiences, and have triggered herd consumption and打卡 trends， enabling the skiing market to rapidly expand its boundaries and penetrate to a wider audience. The formation of vacation habits and the improvement of quality requirements: With the popularization of high-end vacation experiences at home and abroad, consumers' requirements for accommodation quality, dining standards, service details, and environmental design have become increasingly strict. A successful skiing destination must be a resort that can provide a "comfortable, convenient, and stylish" one-stop solution.

基于以上市場(chǎng)基礎(chǔ)，“滑雪+文旅”的未來(lái)發(fā)展，必須摒棄“就滑雪談滑雪”的舊思路，轉(zhuǎn)向以滑雪運(yùn)動(dòng)為核心吸引力，以度假生活為本質(zhì)，以全季運(yùn)營(yíng)為目標(biāo)的綜合性山地休閑目的地打造。具體思路如下：

思路一：度假化轉(zhuǎn)型，打造“一價(jià)全包”式品質(zhì)生活目的地，這是當(dāng)前最明確、最迫切的升級(jí)路徑。核心在于將“滑雪場(chǎng)”升級(jí)為“滑雪度假區(qū)”，構(gòu)建完整的服務(wù)生態(tài)。

案例啟示：Club Med（地中海俱樂(lè)部）的全球?qū)嵺`與本土化。Club Med成功的關(guān)鍵在于其“一價(jià)全包”的精致度假模式。在北大壺、亞布力等地，它不僅提供優(yōu)質(zhì)的雪道和Ski in/Ski out（滑進(jìn)滑出）的住宿，更將豐富的親子活動(dòng)、多樣的餐飲選擇、專(zhuān)業(yè)的G.O（親切的組織者）服務(wù)、晚間娛樂(lè)表演等融為一體，售賣(mài)的是“無(wú)憂(yōu)無(wú)慮的歡樂(lè)假期”。這啟示國(guó)內(nèi)項(xiàng)目，必須將投資重點(diǎn)從單純的雪道擴(kuò)建，轉(zhuǎn)向高品質(zhì)酒店群、特色餐飲街、休閑商業(yè)綜合體、游客服務(wù)中心等配套設(shè)施的建設(shè)與運(yùn)營(yíng)，全面提升“滑之外”的體驗(yàn)。

本土案例：河北崇禮的太舞滑雪小鎮(zhèn)、萬(wàn)龍滑雪場(chǎng)。它們已初步呈現(xiàn)出度假區(qū)形態(tài)，引入了多家星級(jí)酒店、公寓、品牌餐飲，并配套了溫泉、影院、商業(yè)街等設(shè)施，正從“當(dāng)日往返的滑雪場(chǎng)”向“可停留數(shù)日的度假目的地”演進(jìn)。

思路二：全季全時(shí)運(yùn)營(yíng)，破解“靠天吃飯”的季節(jié)瓶頸，冰雪資源的季節(jié)性是其最大挑戰(zhàn)，也是最大的創(chuàng)新機(jī)遇。突破“一季養(yǎng)三季”困局，必須大力發(fā)展非雪季業(yè)態(tài)。核心策略：利用滑雪場(chǎng)夏季涼爽的氣候和優(yōu)美的山地自然環(huán)境，開(kāi)發(fā)山地自行車(chē)、徒步登山、攀巖、滑草、露營(yíng)、觀星、音樂(lè)節(jié)、山地高爾夫等戶(hù)外活動(dòng)。將滑雪纜車(chē)改造為觀光纜車(chē)，將雪具大廳改造為戶(hù)外活動(dòng)中心。

案例啟示：奧地利阿爾卑斯山區(qū)與我國(guó)長(zhǎng)白山國(guó)際度假區(qū)。阿爾卑斯地區(qū)的許多頂級(jí)滑雪勝地，夏季的游客量甚至超過(guò)冬季，依靠的是成熟的山地徒步網(wǎng)絡(luò)、戶(hù)外運(yùn)動(dòng)體系和深厚的鄉(xiāng)村文化體驗(yàn)。長(zhǎng)白山國(guó)際度假區(qū)在夏季推出森林徒步、山地纜車(chē)觀光、高爾夫、水樂(lè)園、萬(wàn)達(dá)影城等項(xiàng)目，并結(jié)合長(zhǎng)白山的自然與文化資源，有效吸引了避暑客群，成為全季旅游的成功范例。

思路三：“滑雪+”深度融合，創(chuàng)造獨(dú)特內(nèi)容與記憶點(diǎn)，深度融合是避免同質(zhì)化、打造核心競(jìng)爭(zhēng)力的關(guān)鍵。需深度挖掘在地文化、自然資源與特色產(chǎn)業(yè)。

“滑雪+在地文化”：例如，在東北地區(qū)，結(jié)合滿(mǎn)族、朝鮮族等少數(shù)民族文化，開(kāi)發(fā)冬捕體驗(yàn)、薩滿(mǎn)文化展示、特色民俗民宿（如雪鄉(xiāng)）、東北特色美食之旅（鐵鍋燉、凍梨等）。讓滑雪之旅同時(shí)成為一場(chǎng)文化探秘之旅。“滑雪+康養(yǎng)療愈”：結(jié)合溫泉資源，打造“冰火兩重天”的極致放松體驗(yàn)。進(jìn)一步引入森林浴、瑜伽靜修、溫泉理療等高端康養(yǎng)產(chǎn)品，吸引注重身心健康的中高端客群。日本北海道的“滑雪+溫泉”模式便是經(jīng)典。“滑雪+節(jié)慶賽事”：自主創(chuàng)辦或引入國(guó)際國(guó)內(nèi)知名滑雪賽事（如FIS積分賽、業(yè)余聯(lián)賽），同時(shí)打造具有品牌影響力的自主IP節(jié)慶，如冰雪音樂(lè)節(jié)、冰雪電影節(jié)、冰雪藝術(shù)嘉年華、家庭滑雪趣味賽等，用事件持續(xù)吸引流量、激活目的地。河北崇禮的太舞音樂(lè)季、吉林國(guó)際冰雪節(jié)等已是成功嘗試。

思路四：科技賦能與智慧化提升，優(yōu)化體驗(yàn)與管理，科技是提升體驗(yàn)效率和安全感、實(shí)現(xiàn)精細(xì)化運(yùn)營(yíng)的重要手段。應(yīng)用方向：利用VR/AR技術(shù)進(jìn)行滑雪模擬教學(xué)和安全教育；開(kāi)發(fā)滑雪APP實(shí)現(xiàn)一鍵預(yù)訂、電子纜車(chē)票、滑行軌跡記錄與分享、社交組隊(duì)；通過(guò)智能穿戴設(shè)備監(jiān)測(cè)運(yùn)動(dòng)數(shù)據(jù)并提供個(gè)性化指導(dǎo)；利用大數(shù)據(jù)分析客流、預(yù)測(cè)雪情，實(shí)現(xiàn)智能造雪和資源調(diào)配；推廣人臉識(shí)別、無(wú)人零售等智慧服務(wù)，減少排隊(duì)等候。

思路五：培育社群與可持續(xù)發(fā)展，夯實(shí)長(zhǎng)期基礎(chǔ)，市場(chǎng)的長(zhǎng)遠(yuǎn)發(fā)展依賴(lài)于深厚的群眾基礎(chǔ)和健康的環(huán)境。

青少年培訓(xùn)與大眾普及：與學(xué)校、俱樂(lè)部合作，系統(tǒng)化開(kāi)展青少年滑雪培訓(xùn)，培育未來(lái)消費(fèi)市場(chǎng)。同時(shí)，提供更多面向成人的初級(jí)體驗(yàn)課程和優(yōu)惠套餐，降低入門(mén)門(mén)檻。構(gòu)建活躍社群：通過(guò)線上社群運(yùn)營(yíng)、線下主題活動(dòng)，凝聚滑雪愛(ài)好者，形成穩(wěn)定的高頻消費(fèi)群體和口碑傳播節(jié)點(diǎn)。綠色可持續(xù)運(yùn)營(yíng)：采用節(jié)能造雪技術(shù)、水資源循環(huán)利用、發(fā)展綠色交通（如電動(dòng)接駁車(chē)），保護(hù)山地生態(tài)環(huán)境，將可持續(xù)發(fā)展作為目的地長(zhǎng)期吸引力的根本保障。歐洲許多滑雪場(chǎng)已將此作為核心戰(zhàn)略。

Based on the above market foundation, the future development of "skiing + tourism" must abandon the old mindset of "only focusing on skiing", and instead shift towards creating a comprehensive mountain leisure destination that focuses on skiing as the core attraction, takes the resort lifestyle as the essence, and aims for all-season operation. 。 The specific approach is as follows:

Approach 1: Transform into a "one-price all-inclusive" quality living destination. This is the most clear and urgent upgrade path at present. The core lies in upgrading the "ski resort" to a "ski resort area", and building a complete service ecosystem. Case inspiration: The global practice and localization of Club Med (Mediterranean Club). The key to Club Med's success lies in its "one-price all-inclusive" refined vacation model. In places like Beidahu, Yabuli, etc., it not only provides high-quality ski runs and Ski in/Ski out (entering and exiting the ski resort) accommodations, but also integrates rich family activities, diverse dining options, professional G.O (friendly organizers) services, evening entertainment performances, etc., selling "a worry-free and joyful vacation". This inspires domestic projects to shift their investment focus from merely expanding ski runs to the construction and operation of high-quality hotel clusters, distinctive dining streets, leisure commercial complexes, and tourist service centers, comprehensively enhancing the "beyond skiing" experience. Local case: Taiwu Ski Town and Wanlong Ski Resort in Hebei Province. They have initially presented a resort form, introducing multiple star hotels, apartments, brand restaurants, and facilities such as hot springs, cinemas, and commercial streets, and are evolving from "day-trip ski resorts" to "destination resorts that can be stayed for several days".

Approach 2: Full-season and full-time operation, breaking through the "weather-dependent" seasonal bottleneck. The seasonal nature of ice and snow resources is its greatest challenge and also the greatest innovation opportunity. To break the "one-season sustains three seasons" predicament, it is necessary to vigorously develop non-snow season business models. Core strategy: Utilizing the cool summer climate and beautiful mountainous natural environment of the ski resort to develop outdoor activities such as mountain biking, hiking, rock climbing, grass skiing, camping, stargazing, music festivals, mountain golf. Transform the ski lifts into sightseeing lifts and the ski equipment hall into an outdoor activity center. Case inspiration: Austrian Alps and China's Changbai Mountain International Resort. Many top ski resorts in the Alps region have even more tourists in summer than in winter, relying on a mature mountain hiking network, outdoor sports system, and deep rural cultural experience. The Changbai Mountain International Resort in China launched projects such as forest hiking, mountain cable car sightseeing, golf, water park, Wanda Cinema, etc., and combined the natural and cultural resources of Changbai Mountain, effectively attracting summer tourists, becoming a successful example of all-season tourism.

Approach 3: Deep integration of "skiing +", creating unique content and memory points. Deep integration is the key to avoiding homogeneity and building core competitiveness. It is necessary to deeply explore local culture, natural resources, and characteristic industries. "Skiiing + local culture": For example, in Northeast China, combining the cultures of ethnic minorities such as the Manchu and the Korean, developing winter fishing experiences, Shaman culture displays, characteristic folkhouse accommodations (such as Snow Town), and Northeast cuisine tours (iron pot stew, frozen pears, etc.). Let the skiing trip also become a cultural exploration trip. "Skiiing + health and wellness": Combining hot spring resources, creating an ultimate relaxation experience of "ice and fire". Further introduce high-end wellness products such as forest bathing, yoga retreat, and hot spring therapy, attracting middle-to-high-end guests who value physical and mental health. The "skiing + hot spring" model in Hokkaido, Japan is a classic example. "Skiiing + festival and event": Independently organizing or introducing internationally renowned skiing events (such as FIS points races, amateur leagues), and creating self-owned IP festivals with brand influence, such as ice music festivals, ice film festivals, ice art carnivals, family skiing fun competitions, etc., using events to continuously attract traffic and activate the destination. The Taiwu Music Festival in Hebei Province and the International Ice and Snow Festival in Jilin Province are successful attempts. Approach 4: Technology empowerment and intelligent enhancement, optimizing experience and management. Technology is an important means to improve the efficiency and security of the experience and achieve refined operations. Application direction: Utilize VR/AR technology for skiing simulation teaching and safety education; develop a skiing APP to enable one-click booking, electronic cable car tickets, recording and sharing of skiing trajectories, and social team formation; monitor exercise data through smart wearable devices and provide personalized guidance; utilize big data analysis to monitor passenger flow and predict snow conditions, achieving intelligent snow-making and resource allocation; promote smart services such as facial recognition and unmanned retail, reducing queuing and waiting.

Approach 5: Cultivating communities and sustainable development, consolidating the long-term foundation. The long-term development of the market relies on a deep popular base and a healthy environment.

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