Planning and Brand Communication for Ice-snow Sports Tourism Products in the Arctic Village of Mohe County

Abstract

Locating in the northernmost region of China, the Arctic Village of Mohe County is enlisted as one of the most charming tourist attractions of China for the unique resources and landscapes, such as “northernmost location”, magical astronomical phenomena and arctic ice-snow. However, it failed to explore domestic and foreign markets yet due to the poor promotion of government, thus resulting in the low consumer brand recognition. Combining with existing tourism resources in the Arctic Village, this study proposed an appropriate product planning based on the national promotion of “ice-snow tourism”. Meanwhile, great efforts were made to the propagation and publicity of the brand to improve brand influence of the Arctic Village. The ice-snow resources in surrounding region were integrated to promote the tourism development in the whole Heilongjiang Province.