International Mirror and Chinese Path: Research on the Promotion Path of Zhangjiakou Sports Culture Tourism Brand in the Post-Winter Olympics Era

Abstract

As a significant component of the Winter Olympics legacy, the exploration of the global sports culture tourism industry, with a focus on ice and snow culture tourism, and the sustainable development trajectory of the brand in the post-Winter Olympics era, has become pivotal in creating a “business card” tourism destination or distinctive regional tourism brand for Zhangjiakou. This is crucial for the ongoing development of Zhangjiakou’s ice and snow tourism and sports culture tourism brand in the post-Winter Olympics era. To gain insights, three cities with a geographical location similar to Zhangjiakou were chosen as Winter Olympics hosts, and the author analyzed the experiences of their internationalization development. Building upon this comparative analysis, the author presents recommendations for the development of sports culture tourism brands in Zhangjiakou in the post-Winter Olympics era, taking into account the specific circumstances of the region. The research highlights the following key points: leveraging Winter Olympics characteristic resources to enhance brand quality and recognition, harnessing regional advantageous resources to augment overall brand competitiveness, utilizing regional characteristics to enrich brand cultural connotation and appeal, and leveraging digital intelligence technology to bolster brand technological sophistication and communication.