Governing Adaptation Strategies of Winter Tourism Destinations in the Context of the 2022 Olympic Winter Games

Abstract

The purpose of this study was to analyze how the successful bid for the 2022 Olympic Winter Games (OWG) contributed to the shifts in governance structure and the resulting influence of the new governance structure on the resilience of winter tourism in Zhangjiakou, China. The literature on resilience and governance structure was used as the conceptual framework for this study. Data were collected by document analysis and semistructured interviews with ski resort managers, tourism planners, and government officials, as well as through focus group discussions with local residents. The results indicated that, since the bid, the central government has taken over the role of initiator in the governance structure of winter tourism destination in Zhangjiakou. The corresponding adaptation strategies were more effective in dealing with external forces in the short run. However, these adaptations mainly focused on increasing tourism revenues and preparation for the OWG. They did not necessarily enhance the long-term resilience, as social and ecological sustainability were hardly considered. This study has important implications for leveraging and managing major sport events. To maximize benefits of major sport events, governments and companies not only need to focus on the success of the events but also need to consider local residents' interests and the sustainability of winter tourism.