The basic structure integration is a composite system based on industrial chain synergy, industrial cross-border integration, and multifunctional integration. Based on the blurring of the boundaries of the development of the ice and snow tourism industry and the normalization of cross-border integration, and from the functional perspective, the high-quality development of the ice and snow tourism industry in the intelligent era is a collection of sub-systems such as regulation and governance, intelligent operation, and organizational structure, which respectively represent the management mode, operation mechanism, and organizational form of the ice and snow tourism industry and are interdependent on each other and coupled with each other. At the same time, the three sub-systems jointly promote the interconnection and mutual coupling between the product innovation elements, channel innovation elements, data resource elements, digital talent elements, and technological innovation elements of the ice and snow tourism industry, and based on the demand of the ice and snow tourism market, the five elements can be dynamically adjusted to meet the goal of high-quality development of the ice, snow, sports and tourism industry in the intelligent era.

The high-quality development of ice and snow tourism industry in the intelligent era is formed by the coupling of three pivotal subsystems: regulation and governance, intelligent operation and organizational structure. Firstly, the intelligent regulation and governance system consists of the ice and snow tourism micro-management system, market laws and regulations system, and macro-control system, which precisely manages the market and enhances the predictability of the governance system, digitization of the governance subject, and precision of the governance effect (Li et al., 2022b). The intelligent regulation and governance system starts from the perspective of industry and market, and implements precise measures on digital ethics, consumer safety, product quality, service guarantee and other issues emerging from the embedding of Generative Artificial Intelligence technology. Secondly, the Intelligent Operation System is an intelligent system composed of precise supply and demand mechanism, market price mechanism, intelligent regulation mechanism, dynamic competition mechanism built by Generative Artificial Intelligence technology driven. This system takes the law of market development as the core, helps ice and snow tourism related enterprises to break through the channel barrier, in order to realize traceable, controllable and automated management procedures, multi-level, cross-modal and full-process perception of the ice and snow tourism market environment, and intelligently drives the efficient allocation of ice and snow tourism factors of production, precise operation, and fine management, so as to promote the benign operation and fair competition in the ice and snow tourism market (Yu and Li, 2022). Thirdly, the organizational structure system is based on the factor market, intermediary organization and business organization of ice and snow tourism industry. Based on the main body differences, the ice and snow tourism industry system can be divided into three major systems: ice and snow tourism information exchange, knowledge production, and network dissemination. The organizational structure system implies the elimination of barriers and blurring of boundaries between the factor market of ice and snow tourism talents, the factor market of capital, the factor market of information, the factor market of products, and the factor market of technology, as well as the entry of “human-machine synergy” into the ice and snow tourism market.

The ice and snow tourism industry has a variety of attributes such as commodity, consumption, culture and sports, originating from its own economic and capitalization, which in turn affects the social, economic and ecological benefits of the development objectives of the ice and snow tourism industry in the intelligent era. Firstly on the social benefit level, the intelligent era ice and snow tourism industry urgently needs to use Generative Artificial Intelligence technology to maximize the vitality of ice and snow tourism resources, broaden the way of consumption of ice and snow tourism, expand the supply of ice and snow tourism products, and safeguard tourists’ rights and interests in ice and snow tourism consumption and at the same time enhance the degree of social civilization, based on digital advantages to release the social group time, so that the group has free time to leisure tourism consumption. Secondly, at the level of economic benefits, we take the initiative to grasp the opportunity of Generative Artificial Intelligence technology development, promote the breadth and depth of integration and development of Generative Artificial Intelligence technology and ice and snow tourism industry, promote the synergistic development and cross-border integration of the ice and snow tourism industry with digital sports, ice and snow sports training and education, ice and snow sports intermediary services, ice and snow sports venues, ice and snow competitions and performances, and ice and snow sports media and information services and create a number of internationally recognized ice and snow tourism IP and competitive ice and snow tourism enterprises to enhance the socialization, marketization and internationalization of ice and snow tourism, and to boost the value chain of the ice and snow tourism industry in the process of reconstructing the value chain of the industry, and to promote the value chain of the ice and snow tourism industry. Thirdly, at the level of ecological benefits, there is an urgent need to deal with the relationship between the main body of innovation and Generative Artificial Intelligence technology in the high-quality development of the ice and snow tourism industry, taking Generative Artificial Intelligence technology and data and information as the core elements, and characterized by innovative development, green low-carbon, harmonious ecology, environmental friendliness, and synergy between digitization and greening, adhering to the people-oriented concept, and promoting the low-carbon development of the ice and snow tourism industry to force the transformation and upgrading of the industrial structure, in order to achieve a double increase in the ecosystem gross product and gross domestic product.

In the intelligent era, the ice and snow tourism industry is synergistically constructed by the benefits of social well-being, ecological balance and economic wealth. In the face of the world’s great change that has not been seen in a hundred years, the development of the ice and snow tourism industry attaches importance to the spillover effect of supply and demand, focuses on green and low-carbon development, and attaches importance to the integration of ecological benefits, economic benefits, and social benefits. The first is the synergistic effect at the level of economic benefits. Generative Artificial Intelligence technology drive the structural transformation of the ice and snow tourism industry, improve the industrial chain system, activate the value of the GEP, and constantly improve the competitiveness of the product market, quality and efficiency, and promote the ice and snow tourism from the industrial chain to the ecosphere. The second is the synergy effect at the level of social benefits. In accurately meeting the diversified consumption needs of tourists, it is necessary to cultivate new types of ice and snow tourism industry and consumption patterns and release the consumption potential in order to alleviate the imbalance between supply and demand. Thirdly, based on the synergy of ecological, economic and social benefits, and stood on carbon peaking and carbon neutrality goals, it matters to create new intelligent wearable products, digital sports products and IP symbols for ice and snow tourism, enhance international competitiveness with the help of product IPs, tell China’s story, participate in the development of the double-cycle in depth, broaden the degree of openness of the market of ice and snow tourism, and realize that it extends from the going out of the products and capitals to the going in of the IPs and cultures, and continuously enhance the international influence of China’s ice, snow, sports and tourism industry.

Operation logic intelligence refers to the deep integration of personalized production and customized consumer demand, through Generative Artificial Intelligence technology into the scene, product, individual, mining data value to create a digital service system (Wang, 2022a). At present, many digital technologies have been used in the specific scenes of ice and snow tourism, such as the snow township ice and snow tourism scenic area based on the “wisdom first, open and interconnected” development concept, follow the practical and advanced, safe and reliable, resource sharing, unified standards, unified platform, unified planning development principles, take the lead in the construction of the wisdom of the scenic area integrated management system. The scenic area from the traditional management, sloppy management, multi-level management, decentralized management to intelligent management, refined management, flat management, collaborative management, to achieve the “resource protection intelligent, intelligent management, industrial integration network” development goals. Generative Artificial Intelligence technology has penetrated the ice and snow tourism industry chain, enterprises with data elements to open up the consumer chain, supply chain system, and promote business data. At the same time, intelligence is a high-level leap in the digitalization of the ice and snow tourism industry, and the core is the automation of the operation process. Based on the analysis of the operation trajectory of the ice and snow tourism industry in the intelligent era, the digital perception system collects ice and snow tourism consumption data, production and service data, and visitor base group data, which are integrated by the integrated intelligent platform to construct user profiles, according to which personalized ice and snow tourism product development is carried out. The data in the process of intelligent research and development is collected by the instrument, and the cyclic feedback and new market change data and consumption data are used as the basis to dynamically adjust the production and service of ice and snow tourism products, to realize the intelligent full-life-cycle coverage of ice and snow tourism production and service system.

Accurate matching of supply and demand is the premise of intelligent operation logic, it should be based on people-oriented value concept and multi-factor linkage operation, with the essence to reconfigure the scene, product, individual operation logic, and tourists’ consumption demand changes is the base point of the dynamic evolution of the ice and snow tourism industry. In the operating logic of the intelligent production system will be accurate docking of supply and demand, based on the consumer demand of tourists, full-scale insight into the demand tendency of tourists, subtle dynamic data, take the initiative to carry out consumer iteration, product innovation, high-quality services and products to enhance the consumer experience. At the same time, relying on Generative Artificial Intelligence technology empowerment, ice and snow tourism resource elements endowment can be accurately matched to meet the refined demand of tourists for ice and snow tourism products and services. In addition, Generative Artificial Intelligence technology will be embedded in the ice and snow tourism enterprise production system, reputation risk, supply chain and other management decision-making links, as well as intelligent operation can realize self-correction, self-coordination, self-adaptation, self-learning and other “anthropomorphic intelligence” function, and then form the wisdom of the ice and snow tourism industry ecosystem.

Digital talent is the core element of digital governance of ice and snow tourism industry, and it is the key to promote the synergistic governance of other four elements of ice and snow tourism industry. The digital governance of ice and snow tourism industry, the shaping of ice and snow sports cultural value, and the transformation of ice and snow tourism resources all need the participation of digital talents (Yao, 2022). The quality and quantity of digital talents in the intelligent era is the foundation of the innovative development of the ice and snow tourism industry and affects the effectiveness of the digital governance of the ice and snow tourism industry, which puts forward new requirements on the ability and quality of talents. Stood on the type of talent level, the intelligent era of ice and snow tourism industry digital talents include management and operation, industry cross, professional core and other talents. Based on the level of talent capacity, the development of industrial integration is in urgent need of comprehensive digital talents, digital talents with Generative Artificial Intelligence technology, professional knowledge, innovative spirit, business thinking, user needs, product marketing. According to Global Talent Competitiveness Index 2021 shows that the United States, the United Kingdom, Germany and other talent competitiveness index are more than 70, while China is only 57.17. Big Data Blue Book: China’s Big Data Development Report.No.6 pointed out that the first echelon of the digital competitiveness index of 74.34, China belonging to developing country echelon of 23.59. From the point of view of the digital talent, Europe and the United States have a strong talent base, and the U.S. talent is outstanding, while China still needs to catch up. To this end, in the process of grasping the opportunity of the development of Generative Artificial Intelligence technology to promote ice and snow tourism industry leapfrog development, gathering digital talents is the core to provide technical guarantee for digital governance and to provide talent support for high-quality development of ice and snow tourism industry. The first is to optimize the creation of the system, do a good job of top-level design, and based on the precise layout create an environment for the development of ice, snow, sports and tourism digital talents. The second is to rely on educational means to enhance the ability of ice and snow tourism digital talents, comprehensively integrating colleges and universities, social multifaceted subject resources, and take the initiative to explore digital platforms + digital talents, ice, snow, sports and tourism industry + Generative Artificial Intelligence technology + cross-disciplinary talent training mode, and then improve the intelligent era of ice and snow tourism industry talent training system. Tourism industry talent training system. Thirdly, the ice and snow tourism industry system and the digital talent system are deeply integrated to optimize the elements of digital talent, cultivating innovative teams and leading talents and strengthening the endogenous innovation ability of digital talents to boost the high-quality development of the ice and snow tourism industry.

Technological innovation is the original driving force for the high-quality development of the ice and snow tourism industry and the base point of digital governance. The structural upgrading of the ice and snow tourism industry have a mutually coupled and mutually reinforcing relationship with technological innovation, and technological innovation drives the structural change of the industry and the enhancement of production efficiency (Gao et al., 2022). Technological innovation elements empower and promote digital governance for the new industry of digital ice and snow and sports tourism. Firstly, technological innovation makes the development of ice and snow tourism industry enter the era of exponential effect, and the elements of technological innovation drive quality change, power change and efficiency change. Such as virtual reality, augmented reality, virtual simulation, mixed reality and other technological applications innovate and enrich ice and snow tourism products, and enhance the innovation, effectiveness and sense of personal experience of ice and snow tourism services and products. Secondly, technology-enabled innovation for new models and new forms of snow and ice sports tourism provides technical support for the development of snow and ice sports tourism related industries. In particular, the rapid development of VR virtual skiing, immersive ice and snow performances, virtual ice and snow event anchors, VR virtual ice and snow sports events, naked eye 3D virtual ice and snow sports landscape and other new forms of business make it from the quantity of expansion to the service enhancement of quality. Thirdly, the development of technology breaks down industrial barriers to promote outdoor sports industry, digital sports industry, virtual sports industry, sports recreation industry, ice and snow tourism industry fusion development, and broaden the ice and snow tourism industry form extension. At the same time, the elements of technological innovation to promote ice and snow tourism industry digital governance, empowering digital ice and snow tourism new industry. For example, in the ice and snow meta-universe experience center of Harbin Ice and Snow World Park provide one-stop experience of ice and snow + meta-universe immersive interactive entertainment projects for tourists such as VR social networking to achieve from “seeing ice and snow” to “playing ice and snow” and from “ice and snow in winter” to “ice and snow in four seasons” to promote the ice and snow economy new industry. Based on the problem of China’s core technology and weak basic technology, we should take technological innovation as the key and utilize technological high-precision traceability and trustworthy computing capabilities to lay the foundation for the high-quality development of the ice and snow tourism industry and promote digital governance.

The element of product innovation is the value benchmark that frames the digital governance of the ice and snow tourism industry. As an industrial aggregate, ice and snow tourism products have an important position in the industrial chain and value chain, and product innovation and high- quality service are always the lifeline for developing the ice and snow tourism industry and attracting the consumption of tourist groups (Sun et al., 2022b). The element of product innovation in the intelligent era is the cornerstone of the high-quality development of the ice and snow tourism industry. Based on the development of algorithmic technology, the function of the algorithm is gradually optimized to accurately provide tourists with diversified, personalized, customized, high-quality ice and snow tourism products and services, changes the ice and snow tourism consumption mode, consumption structure, and accelerates the speed of product innovation iteration. To achieve this goal, Generative Artificial Intelligence technology-led new business forms have become a new paradigm for the development of the ice and snow tourism industry, and new business forms related to Generative Artificial Intelligence technology continue to rise, such as digital ice and snow games, ice and snow cultural and creative products, ice and snow sports intelligent equipment, digital ice and snow culture dissemination platforms, VR virtual skiing tournaments, ice and snow e-commerce, intelligent 3D ice and snow landscapes, and other interactive forms continue to be derived, and have become a new field of digital governance. First, the traditional ice and snow tourism resources and products achieve “activation” relying on technology, driving elements and industrial structure of two-way interaction, relying on Generative Artificial Intelligence technology to empower the mechanism to expand the ice and snow tourism derivatives in order to enhance the regenerative capacity of ice and snow tourism industry and activate the endowment of ice and snow tourism resources. For example, Cuiyun Mountain and MEME jointly created the Mr. Cuipao digital collection, which integrates NFT innovative technology with ice and snow tourism and classic IP, helps the scenic spot to create a full range of digital products and enrich the diversified ice and snow tourism scenarios while tapping into the scenic spot’s IP value and enriching the dimensions of the IP display. Secondly, based on digital governance thinking, through the self-innovation mechanism of ice and snow tourism products to improve product quality, make good use of Generative Artificial Intelligence technology in the whole life cycle research and development of ice and snow tourism products, integrated production, accurate marketing and immersive consumption experience, drive the accurate docking of high-quality ice and snow tourism products with the demand of tourists, sales channels and digital platforms, and realize digital governance in the process of enriching the digital ice, snow and sports tourism industry and improving the production efficiency of products. In the process of enriching the digital ice and snow tourism industry and improving the efficiency of product production, digital governance has realized the precise intervention in the ice and snow tourism industry chain. Finally, promote the symbiotic development of the innovation chain and industry chain. The product innovation element relies on technical empowerment to promote the integrated development of the industry, based on ice and snow tourism resources, exploring its integration with the metaverse, digital sports, NFT digital collections, cloud tourism and other forms of development to create a product matrix, reshape the digital governance thinking, and continue to expand the new forms of ice and snow tourism and the growth of the consumer market space.

Data resource element is an important resource of ice and snow tourism digital governance. It is integrated into the development process of ice and snow tourism industry in the form of production factors and improves the effectiveness of digital governance in empowering the ice and snow tourism industry to develop to the high quality of intellectualization, networking and digitization. And the value creation of data elements has a facilitating effect on the high- quality development of the ice and snow tourism industry. At present, the state attaches great importance to the value of data resources, such as the establishment of the National Data Bureau, implying the construction of digital China and the importance of the data resource system in the development of the country, and data resources are listed as one of the five major elements in 2020. The elevated status of data elements provides guarantee for digital governance and data security of ice and snow tourism industry. Data resources have the values of non-consumption, sharing, openness, high speed, and massive volume, which are the production and governance elements for the high-quality development of ice, snow, sports and tourism industry in the intelligent era, and are the effective tools to improve the quality and efficiency of digital governance of ice and snow tourism industry, and optimize the allocation of resources. Firstly, the massive data elements to optimize the ice and snow tourism industry resource allocation basis, improve the data application model, improve the effectiveness of ice and snow tourism resource allocation, and relying on Generative Artificial Intelligence technology to empower, drive the ice and snow tourism industry governance precision. The second is utilizing Generative Artificial Intelligence technology to diversify the supply and demand data of ice and snow tourism to drive the traceability of ice and snow tourism industry data. Thirdly, relying on data resources based on algorithmic recommendation, it matters to innovate ice and snow tourism industry linkage and collaboration, precise governance mode, stood on algorithmic + arithmetic + data ice and snow tourism operation paradigm, and promote the digitization and intellectualization of ice and snow tourism industry governance (Tang et al., 2022b). As a strategic resource for the high-quality development of the digital economy, the precise configuration of data elements is the key to driving the quality and efficiency of digital governance of the ice and snow tourism industry, and it is urgent to make good use of the ice and snow tourism digital platform, and to deeply excavate the correlation between the data in order to bring into play the value of the data and improve the effectiveness of digital governance of the ice and snow tourism industry.

The element of channel innovation is the key to linking the consumption and production of ice and snow tourism and broadening the space for digital development. Channel innovation refers to relying on the construction of digital infrastructure and digital platform, giving full play to its role in the marketing of ice and snow tourism products, the excavation of tourists’ demand, and the innovation of service mode to optimize the product system and realize the integrated development (Song et al., 2022). Channel innovation in the intelligent era is based on labor valorization and optimization of ice and snow tourism resources, integrating the resource elements in the chain based on the digital space system in order to realize the replacement of ice and snow tourism resources, element sharing, information interaction, subject linkage, expanding the radiation range of spillover effect of innovative behavior, and giving the ice and snow tourism industry digital governance basis. Digital infrastructure layout can be accelerated in the intelligent era. According to the Ministry of Industry and Information Technology released January-April 2023 Economic Operation of the Communications Industry, China’s 5G base stations totaled 2.733 million, data production and arithmetic scale ranked second in the world and continue to accelerate the urban and rural network coverage. The development of digital infrastructure is the foundation for channel innovation, which promotes the organic linkage of elements such as personalized services, product marketing, channel management, precision marketing and financial security, forms a collaborative network of the ice and snow tourism industry, reshapes the product circulation chain, and achieves the digitization of link analysis. The channel innovation of the ice and snow tourism industry in the intelligent era is characterized by the transformation of the channel from the mobile end to the intelligent end, and the platforms related to the digital algorithm (cloud travel platform, virtual tournament platform, intelligent tourism platform, and Le Ice and Snow platform) have all become circulation channels. Omni-channel is the integrated development of industry empowered by Generative Artificial Intelligence technology, not a simple addition of channels. In the intelligent era, channels and technologies are deeply embedded in each other, which strengthens the aggregation effect of the value of industrial elements. Channel innovation elements can promote the diversified sharing of ice and snow tourism resources, enhance the effectiveness of resource allocation, and broaden the development boundary of the ice and snow tourism industry.

Institutional innovation is the ecological barrier for the development of the ice and snow tourism industry. Technological development promotes revolutions of technology, concepts and business while the current industrial system lagging behind the state, exacerbating the risk of adaptation and accelerating with the intelligent era of ice and snow tourism industry to adapt to the supply of the system is the key. Soft and hard constraints co-promotion is the foundation of ensuring that the ice and snow tourism industry digital governance order operation. Promoting the institutionalization of the digital governance system needs to use Generative Artificial Intelligence technology means to optimize the institutional arrangements. Precision governance to circumvent the privacy security, data security, information trafficking and other technical and ethical issues also need to be strengthened the legal statute to strengthen the digital governance of the rigid regulation (Wang et al., 2022b). First, we should frame the authority of digital governance and innovate the legal paradigm. The Network Security Law of the People’s Republic of China, the Measures for the Administration of Internet Information Services, the Data Security Law, and the Personal Information Protection Law have been enacted one after another, and in addition to the data security legislation, it is still necessary to improve the system of laws and regulations. It is necessary to balance the relationship between privacy protection and data mining, potential risks and technological innovation through legislation and institutional safeguards, and to weave a firm rule of law environment through legislation in order to promote the high-quality development of the ice and snow tourism industry. For example, improve the incentive mechanism for product innovation, properly deal with the property rights of product innovation, and drive the synergistic development of the ice, snow and sports tourism industry and Generative Artificial Intelligence technology. It is also necessary to promote the construction of the legal system of Generative Artificial Intelligence technology, and draw the bottom line through legislation, to enhance the positive effect of the digital governance environment of the ice, snow and sports tourism industry. The second is to innovate the management system to avoid the risk of digital governance. In digital governance, the elements of institutional innovation and technological innovation elements promote each other and embedded, and technology is hard power, the system is a soft environment, while institutional innovation provide protection for technological innovation to. System innovation should be focused on in the ice and snow tourism industry digital governance management. First are innovative institutions and a sound technology development and security system. Optimize the allocation of resources for technological innovation, enhance the spillover effect of technological development, promote data sharing, improve the policy framework system, continue to promote the digital transformation of the ice and snow tourism industry, and reshape the value of digital governance. The second is to innovate the management system of the ice and snow tourism industry, including administrative organizations, laws and regulations, and policy systems. Focusing on the market environment of digital ice, snow and sports tourism, financial security, security management, talent training and other aspects, we will dynamically adjust the policy mechanism, strengthen the research and judgment of ethical risks, and improve the rule of law system of digital ice and snow tourism.

The cross-field innovation and group impact of generative artificial intelligence technology impact on the production of ice and snow tourism products, tourist consumption experience, platform distribution and other links, and social development contradictions have intensified the integration, decomposition and innovation of the ice and snow tourism industry value chain, thereby reconstructing the value chain structure of the ice and snow tourism industry (Chen et al., 2022). At present, the ice and snow tourism industry system does not mature resulting in the value chain in the “low ecological position”, there is an urgent need to create an integrated ice and snow tourism industry development market. In view of this, the high-quality development of ice, snow, sports and tourism industry in the intelligent era has evolved into a complex ecosystem, and it is necessary to reconstruct the underlying operation logic of digital governance. Innovate the digital governance paradigm, create a whole-process regulatory system, find the regulatory anchor point, and enhance the precision of the governance of the ice and snow tourism industry. Three aspects of three dimensional regulation of the ice and snow tourism industry in the intelligent era need to be emphasized: firstly, reassemble the management elements and innovate the regulatory mechanism. The establishment of the “regulatory sandbox”, study to determine whether Generative Artificial Intelligence technology embedded in the ice and snow tourism industry may bring the impact to avoid the potential risks of technology. Accelerate the construction of a new type of Generative Artificial Intelligence technology regulatory mechanism, create a full life cycle of the wisdom of the regulatory platform, and strengthen the supervision of the vertical linkage, horizontal synergies. Secondly, based on Generative Artificial Intelligence technology empowerment to promote the digital governance process of the ice and snow tourism industry, it is necessary to enhance the digital governance capacity. There is a comprehensive use of Generative Artificial Intelligence technology, the establishment of a digital governance system to form the cross-field, cross-body, cross-sectoral synergistic linkage supervision to drive targeted governance. Relying on Generative Artificial Intelligence technology empowerment, improving the information protection mechanism, enhance the algorithm and data security capabilities to avoid the risk of data leakage. Enterprises optimise the digital governance ecosystem by establishing a digital decision support system and a database of supply and demand for ice and snow tourism to achieve precise perception of supervision and service recipients. The third is to enhance the supervision of digital platforms. It will combat the monopolization of the market by platforms through capital and technological advantages, maintain the order of fair competition in the market, create a market ecosystem, and promote the high-quality development of the ice, snow, sports and tourism industry.

Generative Artificial Intelligence technology-driven governance model shifts from the government’s single subject governance to multiple subjects’ collaborative governance and from one-way management to two-way interaction. The digital governance of the ice and snow tourism industry integrates social governance and network governance, and it is urgent to optimize the participation of the people, industry associations, third-party institutions, social organizations, market enterprises and the government in the pattern of co-governance to promote the two-way reach between the governing bodies (Zhao and Wang, 2021). Two-way reach refers to the feedback loop of multiple information sharing, interconnection, synergy and positive interaction between the people and market enterprises, the government and the people, the government and market enterprises, the government and social organizations, so as to enhance the ability of multiple subjects to collaborate in governance and achieve the governance picture of “1+1>2” and enhance the effectiveness of digital governance. Digital governance effectiveness. First, the role of the main body of digital governance is clearly defined. The government is the dominant player in digital governance, and its role is to formulate digital governance laws and regulations, standards and norms, management systems and other initiatives for the ice and snow tourism industry. Externally, it clarifies the bottom line of the development of the ice, snow, sports and tourism industry, enhances the consensus of social groups, improves the level of digital governance of the ice, snow, sports and tourism industry, and promotes the upgrading of consumption and the digital transformation of the ice and snow tourism industry. Internally, it improves the digital infrastructure of ice and snow tourism public services and builds a mechanism for data sharing. Digital platforms, industry associations, third-party institutions, social organizations and market enterprises are important subjects of digital governance of ice and snow tourism industry, with dual identity (manager and managed), and carry out cross-factor, cross-industry and cross-discipline synergistic development on the basis of laws and regulations, drive the in-depth application of Generative Artificial Intelligence technology in the field of ice, snow and sports tourism industry, form an ecosystem of cross-penetration, and actively develop digital ice and snow tourism IP products and services to make up for the deficiencies of governmental governance on the basis of the interactive services between the subjects. The people are the smallest unit of digital governance in the ice and snow tourism industry, and the development of Generative Artificial Intelligence technology provides channels for the people to participate in digital governance, play the role of individual consumption experience, and participate in digital governance through supervision and management, consumption experience and other ways. Secondly, accurate identification of the subject governance needs. The demand for ice and snow tourism in the process of subject interaction has the characteristics of multiplicity and combination, and Generative Artificial Intelligence technology should be used to accurately portray the demand of multiple subjects, based on the demand orientation, and solve the problems of data value-added conflicts, information fragmentation, and data privacy and security in the field of ice and snow tourism industry (Cui et al., 2021). Finally, it matters to strengthen the consensus of digital governance of multiple subjects, take the initiative to explore the digital governance model of ice and snow tourism industry supervised by the people, participated by market subjects and social organizations, assisted by third-party agencies, and led by the government, so as to strive for the right to speak for the high-quality development of ice and snow tourism industry.

Digital governance capacity is the strategic base for enhancing the market competitiveness of the ice and snow tourism industry and releasing the value creativity of factors. Generative Artificial Intelligence technology promotes the development of ice and snow tourism industry to digitalization and intelligence, new modes and new forms of ice and snow tourism industry are constantly derived, and the superimposed effect of the deep integration of ice and snow tourism industry and Generative Artificial Intelligence technology is prominent. The key support for the high- quality development of the ice and snow tourism industry in the intelligent era is the industrial cluster with Generative Artificial Intelligence technology at its core, and Generative Artificial Intelligence technology has empowered and empowered the digital governance of the ice and snow tourism industry, dissolving the narrowness of digital governance in the past. In view of this, Generative Artificial Intelligence technology should be actively developed to strengthen the synergy of digital governance, stimulate the vitality of resource elements, and alleviate the digital governance problems of ice and snow tourism industry. First, optimize the elements of Generative Artificial Intelligence technology innovation and enhance the ability of digital governance. Support communication technology (CT), information technology (IT), cloud technology and big data technology (DT) convergence of intelligent application services, to promote the ice and snow tourism industry “on the cloud with the number of empowered intelligence” (refers to the formation of institutional support, association services, leading leadership, platform empowerment and government-led joint action mechanism), which is the ice and snow tourism industry digital governance and mode change. It is the key to digital governance and model change in the tourism industry. At the same time, improve digital infrastructure such as cloud platforms, digital platforms, data centers, perfect the data chain of network transmission, intelligent computing, digital crawling, and enhance the effectiveness of digital governance of ice and snow tourism industry based on the multiplier effect of data governance Secondly, release the value of data resource elements governance. Data is the basic resource of digital governance and the object itself, transforming the ice and snow tourism industry governance to the degree. To this end, there is an urgent need to build a data pooling platform, sound ice and snow tourism industry development data chain, smooth data circulation, data use, data production barriers, so that the ice and snow tourism industry to form a symbiotic pattern of common governance and sharing. Thirdly, the development of technology enhances the talent requirements, and it is urgent to improve the “production, learning, research and usage” talent training system. As a fusion of digital sports, intelligent wearable devices, Generative Artificial Intelligence technology, ice and snow sports culture, ice and snow sports, social economy, outdoor recreation cross-border industry, there is an urgent need to cultivate composite digital talents, especially those with professional knowledge of ice and snow tourism, intelligent technology, digital thinking. At the same time, talent cultivation should resonate with the high-quality development of the ice, snow, sports and tourism industry, pay attention to talent reserves, talent introduction and talent cultivation, innovate talent cultivation mode, cultivate the practical ability, innovative thinking and spiritual content of ice, snow, sports and tourism digital talents, drive the integrated development of the three chains (innovation chain, industrial chain, talent chain), improve the level of digital governance, and boost the high-quality development of the ice, snow, sports and tourism industry.

Generative Artificial Intelligence technology driving ice and snow tourism industry digital strategy change motivation stems from the ice and snow tourism enterprises internal and external market environment changes, the change is reflected in the corporate values, corporate business model, corporate mission, organizational structure, organizational culture, competition rules, laws and regulations, policy documents, economic development conditions and so on. (Tang and Xu, 2022). Risk-taking consciousness and changing leadership traits of business leaders are the key elements to promote the digital strategic change of ice, snow and sports tourism industry. Generative Artificial Intelligence technology drives the digital, intelligent, and intelligent operation of ice and snow tourism enterprises, and promotes the revolution of traditional ice and snow tourism enterprises at the levels of product management, product operation, product production, product design, product research and development, and business model. Due to the market attributes of ice and snow tourism enterprises, such as economic, non-public welfare and strategic, the motivation for their digital strategy change is driven by the internal and external market environment and the elements of national strategic demand.

Generative Artificial Intelligence technology drives ice and snow tourism industry digital strategy change mode. The traditional ice and snow tourism industry digital strategic change model is divided into two categories of radical and gradual change according to the degree and speed of change. Based on the negative and positive attitudes held by the organization’s management towards change, strategic change is divided into four categories of modes: forcing, planning, coordinating, and accepting (Xu et al., 2022). On the basis of the digital context development process, the digital strategy change of ice and snow tourism industry relies on the digital context, according to the ice snow sports tourism enterprise digital ability level, strategic change breadth (clear change content priority), strategic change depth (competitive environment clear change magnitude) implements division (Wang, 2022b). Based on the green low-carbon, high-quality development goals, from the aspect of green low-carbon technology and Generative Artificial Intelligence technology empowerment, the ice and snow tourism industry digital strategy changes are divided into digital ecology oriented, data resource-led, low-carbon process change and low-carbon product optimization type of four models.

Generative Artificial Intelligence technology drives the safeguard mechanism of digital strategic change in the ice and snow tourism industry. In the process of digital contextual change, the current digital strategic change of the ice and snow tourism industry is still in the learning and exploration stage, which should strengthen the construction of digital governance system, cultivate the value culture of ice and snow tourism enterprises adapted to the digital context, build the organizational structure adapted to the digital strategic change, strengthen network security, and improve the new digital talent training mechanism in order to advance the ice and snow tourism industry Digital strategic change. Through the active construction of the digital ecosystem of the ice and snow tourism industry, continuously improve the digital dynamic ability of the ice and snow tourism industry, explore the digital talent training mode of the ice and snow tourism industry with “digital people” as the main subject, and build a digital organizational structure, so as to provide a guaranteed mechanism for the digital strategic change of the ice and snow tourism industry.

Generative Artificial Intelligence technology drives the leaping path of digital strategic change for the ice and snow tourism industry. Traditional ice and snow tourism enterprises drive organizational strategic change by repositioning corporate strategy, reshaping corporate organizational structure, and adjusting corporate development concepts. Relying on the “extreme survival hypothesis” development of the “spare tire conversion” process, the traditional enterprise exploring, and utilization (binary) development increased to exploration, utilization, strategic foresight (ternary), which is the practical exploration of digital strategic change path of the ice and snow tourism industry. Based on the development of the digital context, the digital strategic change leap path is the booster to drive the development of ice and snow tourism resource elements and Generative Artificial Intelligence technology innovation. The application of Generative Artificial Intelligence technology innovation drives the digital transformation and development of ice and snow tourism industry, in order to enhance the digital capacity of ice and snow tourism industry.

The rapid development of digital technologies such as augmented reality, virtual reality, mixed reality, holographic projection, machine learning drives the high-quality development of the ice and snow tourism industry into the intelligent era and the intelligent era and injects new kinetic energy into the high-quality development of the ice and snow tourism industry. The development of Generative Artificial Intelligence technology makes ice and snow tourism industry innovation, regulation and governance face new challenges, such as data security, digital personality, cognitive alienation, algorithmic contamination, identity crisis, innovation boundaries and other real problems, which urgently need to be reflected from the level of model innovation, technology application, digital governance, ethical boundaries and other levels. At the same time, in the new risks of Generative Artificial Intelligence technology-enabled ice and snow tourism industry high-quality development, the virtual space and physical space contradiction and unity of the problem should be examined. How to change the governance mode, innovative governance model, create sound institutional mechanism to realize the green low-carbon transformation and upgrading, people-centered, safe and reliable, sustainable and innovative development of the ice and snow tourism industry digital governance ecology is the proposition of the times urgently needs to be solved for digital governance in the process of Generative Artificial Intelligence technology-driven high-quality development of the ice and snow tourism industry.