基于SWOT分析法的陵墓遗址旅游发展研究——以安阳市为例

BASED ON THE ANALYTICAL METHOD OF SWOT MAUSOLEUM RUINSTOURISM DEVELOPMENT RESEARCH——A CASE STUDY OF ANYANG CITY

以河南省安阳市为例,运用SWOT分析法对安阳市5县4区内的陵墓遗址旅游发展进行定性和定量相结合的分析,结果表明:内部因素得分0.06,外部因素得分-0.32,位于坐标轴的东南方向,应选择多种经营战略;最后提出安阳市陵墓遗址旅游发展三大战略即分层陵墓遗址旅游产品、整合内外部与陵墓遗址旅游相关资源、树立陵墓遗址旅游鲜明品牌形象。

This paper take Anyang City in henan province as an exmple, by using the method of SWOT analysis to do the qualities and quantitative analysis to the development of mausoleum ruins tourism in four districts and five counties of Anyang City, we shall draw the conclusion that the internal factor score is 0. 06 while the external factor score is - 0. 32, which lies in the Southeast of coordinate axis. Therefore, the mausoleum rains tourism de- velopment of Anyang City should choose a variety of management strategy. In the end, the paper will put forward three strategies in Anyang City mausoleum ruins tourism development： to layer the mausoleum ruins tourism prod- ucts; to integrate of the internal and the external relevant mausoleums ruins tourism resources, to establish the distinctive brand image of mausoleum ruins tourism.