Research on the creation of a brand for outdoor activities in Heilongjiang Ancient Post Road against the background of the integration of sports and tourism

in this article, based on theoretical analysis, the factors influencing the development of tourism in Heilongjiang Province are highlighted. The conducted analysis of literary sources has shown that many indicators, such as the availability of urban sports infrastructure, weather conditions, organized tourist zones and trails, affect the attraction of tourist flow. The author presents the most popular sports in the considered region of China. The main natural objects of the province Changbaishan Mountains and Jinbo Lake are considered. As part of the solution of the main task of the research of brand creation in tourism, the relationship between types of physical activity and its consumers is established. It is clarified that the presence of cultural and historical sites in tourism plays an important role in increasing the number of tourists. The necessary sports facilities in the urban environment are presented. This allows the effective development of all types of activities and organizing leisure time of the population in the open air. It is concluded that the successful integration of sports and tourism will enable the economic development of the province. The key elements necessary for the formation of a competitive brand of sports and tourism integration are identified. Proposed actual directions in the development of the brand of sports and tourism, which will further contribute to the attractiveness of the region.

sport, tourism, province, brand, integration, active recreation