SWOT分析与ASEB分析在旅游地的应用研究——以德州苏禄王墓为例

The Application of SWOT and ASEB Grid in Tourist Resorts——Taking Sulu King’s Tomb in Dezhou as an Example

体验经济的来临对旅游业是机遇更是挑战."体验式旅游"将成为旅游消费的主要趋势,景点必须对旅游体验给予更多的关注,使之能够满足游客需要、需求与期望.旅游产品的拓展必须建立在游客体验基础上,旅游者个性化与多样化特点使得SWOT分析方法无法单独适应新的形势.基于游客体验的ASEB栅格分析法并结合SWOT分析方法作为研究工具,对德州市苏禄王墓进行了实证研究,试图探寻体验经济背景下可能存在的与游客体验相互矛盾和错位的因素,为其旅游产品的拓展以及提高对游客的持续吸引力提供思路.

The experience economy is not only an opportunity but also a challenge to tourism. ＂Experience traveling＂ may be the dominant trend of tourism consumption, therefore, to satisfy the travelers＇ need, demand and expectation, more attention should be paid to experience traveling. The expansion of tourism production must be based on travelers＇ experience The personalized and diversified characteristics of tourists make it difficult for SWOT analysis to meet the need of the new situation. So this paper, based on the tourists＇ experience and taking SWOT analysis and ASEB Grid analysis as research tools, makes an empirical study of Sulu King＇s Tomb in Dezhou, and tries to find the factors that are contradictory to the traveling experience and offers some ideas on how to develop tourism production and how to increase the attraction to the tourists.