基于SWOT-AHP模型的蓬莱丘山谷葡萄酒庄旅游发展战略研究
Research on tourism development strategy of winery in Penglai Qiushan Valley based on SWOT-AHP model
王一冰 1蒋佳敏 1李月月 1张又文 1刘伟平1
作者信息
- 1. 中国农业大学 烟台研究院,山东 烟台 264670
- 折叠
摘要
葡萄酒庄旅游作为葡萄酒产业和旅游业相结合的产物,能够促进一二三产业的融合发展,是极具发展潜力的旅游项目.蓬莱区作为国内较早发展酒庄旅游的产区之一,酒庄旅游业已取得初步进展,但如今也面临如何更好整合资源以实现可持续发展的问题.该文基于态势分析法(SWOT)模型分析蓬莱丘山谷葡萄酒庄旅游业发展的优势、劣势、机遇以及威胁,设置发展因素指标体系,利用层次分析法(AHP)计算各个因素的权重,构建战略四边形.结果表明:蓬莱丘山谷酒庄旅游发展的优势大于劣势,机遇高于威胁,应采取实力型战略.根据上述分析,从自身优势、区位影响力和特色旅游体验等方面提出相应建议,以期实现可持续发展.
Abstract
As a product of the combination of wine industry and tourism,winery tourism can promote the integrated development of primary,sec-ondary and tertiary industries,and is a tourism project with great development potential.Penglai district,as one of the early developing winery tourism producing areas in China,has made initial progress in winery tourism,but now it is also facing the problem of how to better integrate resources to achieve sustainable development.Based on the SWOT model,the strengths,weaknesses,opportunities as well as threats of the development of winery tourism in Penglai Qiushan Valley were analyzed,the index system of development factors was set up,the weights of each factor were calcu-lated using analytic hierarchy process(AHP),and a strategic quadrilateral was constructed.The results showed that the strengths of Penglai Qiushan Valley winery tourism development were greater than the weaknesses,the opportunities were higher than the threats,and a strength-based strategy should be adopted.Based on the above analysis,corresponding suggestions were put forward in terms of its own strengths,location influence and characteristic tourism experience,with a view to realizing sustainable development.
关键词
葡萄酒庄旅游/SWOT-AHP模型/四象限坐标法Key words
winery tourism/SWOT-AHP model/quadrant coordinate method引用本文复制引用
基金项目
烟台市社会科学规划研究项目(YTSK-2023-131)
出版年
2024
NETL
NSTL
万方数据