Since the 2022 Beijing Winter Olympics, China has been promoting ice and snow tourism, mainly to domestic tourists from southern China. Thus, ice–snow tourism operators in the north need to know what Southerners want. Respondents from south of the Yangtze River in Jiangsu Province were administered a questionnaire about candidate national parks in Inner Mongolia as tourism destinations. A qualitative method based on picture material was used to summarize the categories of ice–snow tourism activities. Based on questionnaire data by OLS (ordinary least squares) and quantile regression, respectively, this study identified the average and differential (by the difference of respondents’ willingness level) inducing effects of different tourism activities on Southerners’ ice–snow tourism willingness. With the supply–demand comparing method, the impacts of the tourism activity availability on the fulfillment of Southerners’ ice–snow tourism desire were revealed. For formulating sound market positioning to expand the southern market, suggestions for promoting the preferred activities and complementing the supply shortage were put forth based on Southerners’ willingness. The results provide meaningful lessons for developing, operating, and marketing ice–snow tourism destinations in the north in response to Southerners’ willingness to travel.

Using creativity to promote recreational services is crucial. Accordingly, creative linguistic landscapes (CLLs) are being used to improve visitors’ experiences in some recreational zones. However, relevant research is still in its early stages. Therefore, this study was conducted. It summarized the leisure function categories and function evaluation indicators of CLLs in recreational zones respectively based on image materials and related online reviews. The leisure function outcomes of all CLL types were ranked using the fuzzy PROMETHEE method; based on this ranking, a CLL configuration optimization mode was suggested. The findings reveal the following. (1) Currently, there are mainly nine leisure function types of CLL in practice, although the type structure is severely imbalanced; there are 12 primary corresponding function evaluation indicators, although each of them draws significantly different attention. (2) There are notable variations among the outcomes of different types of functions of CLL: mood adjustment is the most advantageous function of CLL for leisure services, followed by emotional guidance and cognitive building functions; (3) According to the study findings, in the configuration of CLL, which aims at leisure function optimization, the “function focusing and coordinating mode (the superior functions of CLL are focused on and its various functions are coordinated)” should be adopted. The results provide meaningful lessons for the establishment of rational and effective CLL in recreational zones.