Image perception of ice and snow tourism in China and the impact of the Winter Olympics

This study analyzes image perceptions of ice and snow tourism destinations in China. Using network text analysis on data from several online travel platforms such as Ctrip, Qunar, and Meituan, it further investigated how the Winter Olympics impacts destination image. Results reveal the following 1) The development patterns of ice and snow attractions in northern and southern China are different. 2) Ice and snow tourism destination imagination in China is generally positive. 3) The 2022 Winter Olympics has no significant influence on the image perception of ice and snow tourism destinations. The Winter Olympics increases tourists’ interest in ice and snow tourism, but the lagging development of service and management levels in scenic spots cannot match the sudden increase in visitors. This study provides a reference for researchers to recognize the image of China’s ice and snow tourism destinations and suggests ways for policymakers to promote such tourism attractions.