基于SWOT-AHP模型的红色旅游发展战略——以延安市为例

Development strategy of red tourism based on SWOT-AHP model:Taking Yan’an City as an example

红色旅游对于国家文化认同具有重要作用,从战略高度制定长远的发展策略研究,对中国红色旅游事业发展意义重大。以陕西省延安市为研究对象,基于调查专家的问卷数据,采用SWOT-AHP模型,展开红色旅游发展问题研究。结果表明,延安市红色旅游发展应优先考虑开拓型战略区实力型战略,战略强度系数ρ=0.974>0.5,宜采取积极的开拓型战略措施;凭借机会,积极发挥优势,选择S(优势)-O(机会)-T1(同质恶性竞争,威胁)发展路径是延安市红色旅游业发展的核心策略。由此建议,延安红色旅游发展应积极发挥资源与区位优势,加大宣传力度,紧靠产业公共政策,保持战略驱动;明确发展定位,全域统筹,制定差异化发展路线,错位发展,降低战略风险,实现可持续发展。

Red tourism plays an important role in national cultural identity.It is of great significance for the development of China’s red tourism to formulate long-term development strategies from a strategic perspective.Taking Yan’an City as an example,based on the questionnaire data from experts,the research on the development of red tourism was carried out by adopting SWOT-AHP model.The results showed that the development of red tourism in Yan’an City should give priority to the pioneering driven strategy,and the strategic intensity coefficientρ=0.974>0.5,so it was advisable to take positive pioneering strategic measures;its development should rely on advantages,take advantage of opportunities,and choose“S(advantage)-O(opportunity)-T1(homogeneous and vicious competition,threat)”development paths,which was the core strategy for the development of red tourism industry of Yan’an.It was suggested that the development of the red tourism in Yan’an should give full play to the advantages of resources and location,strengthen publicity efforts,keep close to the industrial public policy,and maintain the strategy drive;clear development orientation,make overall planning,formulate differentiated development routes,stagger development,and reduce strategy risks to realize the sustainable development of red tourism in Yan’an.