重庆市发展乡村旅游的SWOT分析

SWOT analysis of developing tourism in the countryside of Chongqing

发展乡村旅游已成为许多地区解决"三农"问题的有效途径,这对于重庆这个农村地域广阔且需解决三峡库区移民问题的特殊直辖市而言意义更显重大。本文以国际知名管理学者史提勒提出的SWOT模型为依据,分析发现重庆市拥有丰富的旅游资源、广阔的客源市场、良好的区位条件和一定的发展基础等优势条件。同时也存在着缺乏统一规划和统筹管理、旅游消费水平不高、旅游开发难度较大以及对外宣传促销不够、专业人才匮乏等不利因素;面对重庆市国民经济的进一步发展,居民消费观念的逐步改变,以及政府相关政策的大力扶持和重庆经济结构调整等良好机遇,发展乡村旅游必将成为今后一段时间的重头戏。但在发展中必须高度重视目前存在的几大挑战:即如何处理好旅游市场竞争、利益分配矛盾、人员素质提升以及开发保护协调等问题。

Developing tourism in the countryside has become an effective way of solving the three problems in agriculture in many places of China, which is more important for Chongqing, because Chongqing has a big area of countryside and the problem of immigration is very urgent in the region of the three gorges. Analysis in this article discovers that there are such advantages as rich resources of tourism, big markets, excellent geographic conditions and the fundament for the further development of tourism in Chongqing, based on the SWOT model worked out by Steiner. It is found that some disadvantageous factors also exist in the tourism markets of Chongqing, including the lack of reasonable planning and management, the low-level consumption of tourism, the difficulties in developing tourism, the insufficient propagation and promotion, and the deficit of specialized professionals. Developing the tourism in the countryside will become one of the focal points of the government, with the help of such opportunities as the further development of economy, the change in residents＇ consumption concept, the active support from the government, and the adjustment of the economic structure in Chongqing. Several challenges must be attached great importance to during the development, including how to handle the competition in the market, how to deal with the contradiction in allotment, how to elevate the diathesis of the personnel in this field and how to balance the development of tourism and the environmental protection.