Through the analysis on ice and snow sports tourism resources and resource value in Mid‐South region of China ,as well as the local residents and visitors cognition on ice and snow sports tourism ,this paper studied the realization of ice and snow sports tourism resources val‐ue .The result shows that the ice and snow sports tourism is in the initial stage in the Mid‐South region of China ,industry market competition is not big ,residents’cognition on ice and snow sports is low ,and enthusiasn is high ,indoor ice and snow site has attraction .The dis‐tance between residence and tourism site ,product project ,supporting facilities ,marketing ,route design ,service attitude ,capacity control are the main factors influencing tourist cognition .The local market ,middle age and home market are the main tourists .The research reveals that we should make fully use of ice and snow sports tourism cognitive filtration mechanism and the circulation mechanism ,starting from before travel ,travelling and revisit as point ,enhance visi‐tor’s awareness of the ice and snow tourism ,and realize the Mid‐South region of ice and snow sports tourism resource value .%通过中南地区冰雪体育旅游资源和资源价值的分析，中南地区居民、游客的冰雪体育旅游认知现状的调查和认知机制的解析，对中南地区冰雪体育旅游资源价值的实现进行研究。结果表明，中南地区冰雪体育旅游处于起步阶段，产业市场竞争不大；居民对冰雪体育运动认知程度低，积极性高；室内冰雪场地具有吸引力；居住地与旅游地距离、产品项目、配套设施、市场宣传、路线设计、服务态度、容量控制是影响旅游者认知的重要因素；客源以本地市场、中青年市场和家庭市场为主。研究认为，应充分利用冰雪体育旅游认知过滤机制和循环机制，从游前、游程、重游前3个阶段切入，提升游客对冰雪旅游地的认知，即实现中南地区冰雪体育旅游资源价值。
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