陕西旅游业发展的SWOT分析及其战略研究
摘要
近年来,陕西依托悠久的历史文化、丰富的文物资源,使旅游业一直保持着较快的发展。但由于其自身的局限性,旅游资源、旅游要素缺乏系统整合和有效营销推广等方面的原因,陕西旅游业并没有发挥出应有的竞争优势。因此,有必要对影响陕西旅游业发展的因素重新进行分析,找出陕西旅游业发展中存在的主要问题、矛盾及其原因,并提出相应的战略与对策。为提升陕西旅游业竞争力服务,最终促成陕西旅游业健康、持续地向前发展。
论文在研究过程中使用了文献资料分析法、实证分析法、SWOT分析法等,而SWOT分析方法是首次应用于对陕西旅游业发展战略的研究。
本研究在充分总结前人研究成果的基础上,以管理学、区域经济学、市场学等基本理论为指导,将旅游业可持续发展理论、旅游业竞争力理论、旅游目的地系统理论与陕西旅游业发展实际情况相结合,运用SWOT分析方法,找出了陕西旅游业发展的竞争优势与劣势、面临的机遇(机会)与挑战(威胁),并提出了一系列有针对性的发展战略与对策:①大力推进旅游业的市场化进程、增强市场竞争力②加快旅游产品体系建设、提升旅游产品的市场价值③加大陕西旅游宣传促销力度,扩大市场影响面④建立适应大旅游发展的管理机制⑤以科学发展观为指导,科学论证,系统规划⑥实施人才战略,提升旅游队伍素质。
In recent years, bases on the historical civilization and abundant antique resources, Shannxi tourist industry keeps on rapid development. But owing to its own limitation, including lack of systematic integration of tourist resources and tourist factors, inefficient promotion etc, Shannxi tourism hasn’t brought its own competitive advantage into full play. So it is necessary to re-analyze the factors which affect the development of Shannxi tourism, and find out the main problems, contradictions and reasons lie in Shannxi tourism, bring forward corresponding strategics and methods to improve its competitive ability and ensure Shannxi tourist industry to keep on healthy and continued development.
This paper draw support from data analysis method, empirical analysis method, SWOT analysis methods etc in its researching, and it is the first research which apply SWOT analysis method into Shannxi tourist development tactic.
Base on the conclusion of previous results, this research combines the sustainable development theory, tourism competition theory, tourism destination theory with the actual situation of Shannxi tourism, apply with SWOT analysis theory to find out the advantage and disadvantage of Shannxi tourism development, chances and challenges it facing, and bring up a series of purpose-aimed development tactic and methods:①Push on the progress of tourism marketiziing, increase market competitive ability.②speed up the construction of tourist product system, promote the market value of tourist product.③enlarge the propaganda and promotion scale and also market influence.④establish good management system to fit for huge tourism system.⑤abide by scientific outlook on development, put scientific proof and systematic plan into practice.⑥carry out talent tactic, advance the comprehensive ability of the tourist team.
论文在研究过程中使用了文献资料分析法、实证分析法、SWOT分析法等,而SWOT分析方法是首次应用于对陕西旅游业发展战略的研究。
本研究在充分总结前人研究成果的基础上,以管理学、区域经济学、市场学等基本理论为指导,将旅游业可持续发展理论、旅游业竞争力理论、旅游目的地系统理论与陕西旅游业发展实际情况相结合,运用SWOT分析方法,找出了陕西旅游业发展的竞争优势与劣势、面临的机遇(机会)与挑战(威胁),并提出了一系列有针对性的发展战略与对策:①大力推进旅游业的市场化进程、增强市场竞争力②加快旅游产品体系建设、提升旅游产品的市场价值③加大陕西旅游宣传促销力度,扩大市场影响面④建立适应大旅游发展的管理机制⑤以科学发展观为指导,科学论证,系统规划⑥实施人才战略,提升旅游队伍素质。
In recent years, bases on the historical civilization and abundant antique resources, Shannxi tourist industry keeps on rapid development. But owing to its own limitation, including lack of systematic integration of tourist resources and tourist factors, inefficient promotion etc, Shannxi tourism hasn’t brought its own competitive advantage into full play. So it is necessary to re-analyze the factors which affect the development of Shannxi tourism, and find out the main problems, contradictions and reasons lie in Shannxi tourism, bring forward corresponding strategics and methods to improve its competitive ability and ensure Shannxi tourist industry to keep on healthy and continued development.
This paper draw support from data analysis method, empirical analysis method, SWOT analysis methods etc in its researching, and it is the first research which apply SWOT analysis method into Shannxi tourist development tactic.
Base on the conclusion of previous results, this research combines the sustainable development theory, tourism competition theory, tourism destination theory with the actual situation of Shannxi tourism, apply with SWOT analysis theory to find out the advantage and disadvantage of Shannxi tourism development, chances and challenges it facing, and bring up a series of purpose-aimed development tactic and methods:①Push on the progress of tourism marketiziing, increase market competitive ability.②speed up the construction of tourist product system, promote the market value of tourist product.③enlarge the propaganda and promotion scale and also market influence.④establish good management system to fit for huge tourism system.⑤abide by scientific outlook on development, put scientific proof and systematic plan into practice.⑥carry out talent tactic, advance the comprehensive ability of the tourist team.
引文
[1]陕西统计局.陕西统计年鉴(2007)[Z].北京:中国统计出版社,2007
[2]G.R.Deasy,P.R.Griess.Impact of a Tourist Facility on its Hinterland[J]Annals of the Association of American Geographers,1966,56(1),29-306
[3]S.Smith.Tourism Analysis:A Handbook[M]Harlow:Longman,1989
[4]张那.旅游30年从势单力薄到生机勃勃[N].华商报,2008年12月17日
[5]任广乾,王昌明.河南旅游业发展的SWOT分析及战略选择[J].郑州航空工业管理学院学报,2007,(8):186-188
[6]世界环境与发展委员会著.我们共同的未来[M].长春:吉林人民出版社,1987
[7]WTTC/WTO.Agenda 21 for the Travel and Tourism Industry[M].London:WTTC,1995
[8]世界旅游组织,旅游业可持续发展――地方旅游规划指南[M].北京:旅游教育出版社,1997
[9]戴凡译.旅游持续发展行动战略[J].旅游学刊,1994,(4),51-54
[10]马耀峰,宋保平,赵振斌.陕西旅游资源评价研究[M].北京:科学出版社,2007
[11]迈克尔.波特著,陈小悦译.竞争优势[M].北京:华夏出版社,1997
[12]吴必虎.旅游系统:对旅游活动与旅游科学的一种解释[J].旅游学刊,1998,(1),21-25
[13]郑辽吉.旅游业竞争环境SWOT/PEEST分析法[J].边疆经济与文化,2006(2):9-11
[14]赵辉,刘联党,杨妮.陕西旅游业现状分析及对策研究[J].商场现代化,2007,(9):307-308
[15]张宝通,裴成荣.中国西部概况--陕西[M].北京:民族出版社,2000
[16]任山庆,苏风昌.优化与做强西安旅游产业竞争力研究[J].唐都学刊,2007,(9):33-36
[17]胡一博,陈寒凝.提升西安旅游核心竞争力的钻石体系[J].商场现代化,2008,(12):251-252
[18]陈实,王嫄,任姝慧.体验经济为导向的陕西旅游产业创新研究[J].西北大学学报,2006,(9):10-13
[19]吕玉婷,陈晓健.关于陕西省旅游业竞争力的分析与思考[J].干旱区资源与环境,2007,(9):98-101
[20]李燕琴,张茵,彭健.旅游资源学[M] .北京:清华大学出版社,2007
[21]林南枝,陶汉军.旅游经济学[M].天津:南开大学出版社,2005
[22]刘锋.中国西部旅游发展战略[M].北京:中国旅游出版社,2001
[23]张景群,康永祥,严丽锋.陕西秦巴山区旅游开发SWOT分析与发展战略研究[J].产业观察,2007,(6):312-316
[2]G.R.Deasy,P.R.Griess.Impact of a Tourist Facility on its Hinterland[J]Annals of the Association of American Geographers,1966,56(1),29-306
[3]S.Smith.Tourism Analysis:A Handbook[M]Harlow:Longman,1989
[4]张那.旅游30年从势单力薄到生机勃勃[N].华商报,2008年12月17日
[5]任广乾,王昌明.河南旅游业发展的SWOT分析及战略选择[J].郑州航空工业管理学院学报,2007,(8):186-188
[6]世界环境与发展委员会著.我们共同的未来[M].长春:吉林人民出版社,1987
[7]WTTC/WTO.Agenda 21 for the Travel and Tourism Industry[M].London:WTTC,1995
[8]世界旅游组织,旅游业可持续发展――地方旅游规划指南[M].北京:旅游教育出版社,1997
[9]戴凡译.旅游持续发展行动战略[J].旅游学刊,1994,(4),51-54
[10]马耀峰,宋保平,赵振斌.陕西旅游资源评价研究[M].北京:科学出版社,2007
[11]迈克尔.波特著,陈小悦译.竞争优势[M].北京:华夏出版社,1997
[12]吴必虎.旅游系统:对旅游活动与旅游科学的一种解释[J].旅游学刊,1998,(1),21-25
[13]郑辽吉.旅游业竞争环境SWOT/PEEST分析法[J].边疆经济与文化,2006(2):9-11
[14]赵辉,刘联党,杨妮.陕西旅游业现状分析及对策研究[J].商场现代化,2007,(9):307-308
[15]张宝通,裴成荣.中国西部概况--陕西[M].北京:民族出版社,2000
[16]任山庆,苏风昌.优化与做强西安旅游产业竞争力研究[J].唐都学刊,2007,(9):33-36
[17]胡一博,陈寒凝.提升西安旅游核心竞争力的钻石体系[J].商场现代化,2008,(12):251-252
[18]陈实,王嫄,任姝慧.体验经济为导向的陕西旅游产业创新研究[J].西北大学学报,2006,(9):10-13
[19]吕玉婷,陈晓健.关于陕西省旅游业竞争力的分析与思考[J].干旱区资源与环境,2007,(9):98-101
[20]李燕琴,张茵,彭健.旅游资源学[M] .北京:清华大学出版社,2007
[21]林南枝,陶汉军.旅游经济学[M].天津:南开大学出版社,2005
[22]刘锋.中国西部旅游发展战略[M].北京:中国旅游出版社,2001
[23]张景群,康永祥,严丽锋.陕西秦巴山区旅游开发SWOT分析与发展战略研究[J].产业观察,2007,(6):312-316