基于SWOT-AHP模型的西塘古镇旅游产业发展策略研究

西塘古镇素有"生活着的千年古镇"之名,其旅游产业的发展存在众多优势的同时也面临严峻内外部挑战。对影响西塘古镇发展的各因素进行SWOT定性分析,并在此基础上采用AHP定量模型分析限制和促进古镇旅游业发展因素,按照AHP分析结果,从域内景点布局升级优化、区位优势挖潜、过度商业开发控制以及文化与产业融合等角度提出了对应的改进策略建议。

Research on the Development Strategy of Tourism Industry in Xitang Ancient Town Based on SWOT-AHP Model

Xitang is known as "a thousand year old town living", and its tourism industry has many advantages, but it also faces severe internal and external challenges. Based on the SWOT qualitative analysis of the factors that affect Xitang’s development, this paper used AHP quantitative model to analyze the factors that restrict and promote the development of tourism in the ancient town. According to the results of AHP analysis, it put forward corresponding improvement strategies from the aspects of the upgrading and optimization of the layout of scenic spots in the area, the tapping of regional advantages, the control of excessive commercial development and the integration of culture and industry discussion.