基于TOWS分析的区域旅游发展战略规划——以辽宁鞍山为例

AN APPLICATION OF TOWS METHOD IN THE STRATEGY PLANNING OF REGIONAL TOURISM——A Case Study of An' shan

发展战略在区域旅游开发和规划中至关重要,它关系到旅游发展的全局性和战略性问题,是区域旅游业取得长期绩效的决定性因素。目前,区域旅游发展战略规划,基本上依赖于专家的经验和直觉,随意性和主观性较强,给区域旅游发展系统带来莫大的风险。为此,本文以辽宁鞍山为实例,将TOWS分析方法引入旅游发展战略的制定过程,以增强区域旅游发展战略规划的客观性、系统性和可靠性,降低旅游系统所面临的风险,旨在促进区域旅游持续发展。

Development strategy is fairly important to regional tourism development ＆ planning. It is an importance and a decisive factor for future tourism industry. Currently, regional tourism development strategy formulation mainly applies SWOT analysis technique, depending mainly on experience and intuition of tourism specialist, with some at will and subjectivity and resulting in putting a big risk into tourism industry system. Therefore, it needs a new method for strategy formulation of regional tourism development, in order to enhance objectiveness, systematicness and reliability. This paper introduces TOWS analysis technique to the process of strategy formulation of regional tourism development and clarifies the basic principle of it. First, it needs identifying Strengths and Weaknesses, and examining the Opportunities and Threats the regional tourism industry faces. Then TOWS Matrix will be established, which is an important matching tool that helps to develop four strategies： SO Strategies, WO Strategies, ST Strategies, and WT Strategies. This helps to focus on regional tourism industry strengths, minimize threats, and take the greatest possible advantage of opportunities available.