The successful bid for the 2022 Winter Olympics has provided a new opportunity for the popularization of ice-snow sports and making improvements in the efficiency of ice-snow tourism in China. Taking Zhangjiakou City in Hebei Province as the research object and using questionnaire analysis and the structural equation model (SEM), this paper examined several hypotheses of the relationship between tourist experiential value and tourist loyalty in the context of ice-snow tourism, and a mediation analysis was conducted to explore the moderating role of travel companions. The results show that: (1) The functional value, emotional value and social value have significant positive effects on tourist loyalty; (2) Tourist satisfaction is a partial mediator between functional value, emotional value, social value and tourist loyalty, and a full mediator between cognitive value and tourist loyalty; and (3) Travel companions play a significant moderating role in the influence of emotional value on tourist loyalty. Based on these findings, several suggestions are put forward for the high-quality development of ice-snow tourism in China, including developing ice-snow family tourism products, building an ice-snow brand with winter Olympics characteristics, constructing the ice-snow industrial system, and cultivating ice-snow culture.

Starting from the skill characteristics of ski tourism, this paper discusses the impact of consumer skill on travel decisions, and the moderating effect of the ski resort’s comprehensive leisure environment (including the ski resort sports environment and the regional cultural tourism environment), in order to both understand their impacts on the travel distance characteristics of skiers and attempt to provide necessary research support for the development of China’s ski industry and the construction of destinations. Based on the data from multi-period visitor surveys, this paper constructs the consumption skill-travel radius decision-making influence model under the moderating effect of the ski resort comprehensive leisure environment. The results show three main characteristics. (1) The travel radius obviously differs among skiers with different skill levels. The skill level of skiers has a significant positive effect on the larger travel radius, and a significant negative effect on the smaller travel radius. That is, skiers with a higher skill level are more inclined to undertake long-distance skiing travel, while skiers with a lower skill level are more inclined to undertake short-distance skiing travel. (2) The comprehensive leisure environment has a significant moderating effect on the skiers’ travel radius, with a significant positive impact on enlarging the travel radius, while the influences on high-skill and low-skill skiers are significantly higher than on middle-skill skiers. (3) In the comprehensive leisure environment, there are differences in the moderating effect of the ski resort sports environment and the regional cultural tourism environment on the skiers travel radius, and the positive moderating effect of the ski resort sports environment on the high-skill skiers’ travel radius is more obvious. While the regional cultural tourism environment has a more obvious positive moderating effect on the travel radius of non-skiers and junior skiers, it is more conducive to promoting domestic travel. In general, the skier skill level in China was generally lower, and the ski resort comprehensive leisure environment optimization is conducive to overcoming the limitation of the travel radius caused by the disadvantageous skill level of consumers. However, to promote the development of China’s ski industry in the long run, it is necessary to focus on improving the consumer’s ski skill level, but prevent the risk of losing high-skill consumers overseas. In the course of improving the level of domestic ski sports facilities, we should also focus on the domestic leisure cultural tourism environment to better enhance the attractiveness of domestic ski destinations.