AN APPLICATION OF TOWS METHOD IN THE STRATEGY PLANNING OF REGIONAL TOURISM——A Case Study of An'shan
LONG Jiang-zhi1, ZHU Hong2
1. Department of Tourism and Hotel Management, Dongbei University of Fnance & Economics, Dalian 116025, China;
2. Center for Tourism Planning & Research, Zhongshan University, Guangzhou 510275, China
Abstract：Development strategy is fairly important to regional tourism development & planning. It is an importance and a decisive factor for future tourism industry. Currently, regional tourism development strategy formulation mainly applies SWOT analysis technique, depending mainly on experience and intuition of tourism specialist, with some at will and subjectivity and resulting in putting a big risk into tourism industry system. Therefore, it needs a new method for strategy formulation of regional tourism development, in order to enhance objectiveness, systematicness and reliability. This paper introduces TOWS analysis technique to the process of strategy formulation of regional tourism development and clarifies the basic principle of it. First, it needs identifying Strengths and Weaknesses, and examining the Opportunities and Threats the regional tourism industry faces. Then TOWS Matrix will be established, which is an important matching tool that helps to develop four strategies:SO Strategies, WO Strategies, ST Strategies, and WT Strategies. This helps to focus on regional tourism industry strengths, minimize threats, and take the greatest possible advantage of opportunities available.
龙江智, 朱竑. 基于TOWS分析的区域旅游发展战略规划——以辽宁鞍山为例[J]. 人文地理, 2007, 22(1): 40-44.
LONG Jiang-zhi, ZHU Hong. AN APPLICATION OF TOWS METHOD IN THE STRATEGY PLANNING OF REGIONAL TOURISM——A Case Study of An'shan. HUMAN GEOGRAPHY, 2007, 22(1): 40-44.
