基于SWOT分析的衢州柑橘产业带旅游开发研究

采用SWOT分析法对衢州柑橘产业带旅游开发的条件和前景进行研究，以期为产业发展提供依据。研究表明衢州柑橘产业带旅游开发在资源、环境、旅游资源结合度、区位方面具有较明显的优势；在主导旅游资源、局部环境、对近距离游客吸引力、旅游“机会成本”等方面存在劣势；面临休闲农业和乡村旅游日益受到重视、新农村建设、市民旅游消费趋势转变和政府重视的机遇；出现橘园面积萎缩、同质化竞争激烈、旅游产业的统一管理与农业分散经营的矛盾。结合对衢州柑橘产业带的旅游开发的SWOT分析，提出了在该区发展旅游业的相应策略。西北林学院学报22卷第6期张建国等基于SWOT分析的衢州柑橘产业带旅游开发研究

SWOT Analysis on Tourism Development of the Orange Industry Belt in Quzhou

SWOT analysis was used to investigate the basic conditions and prospectives of developing tourism industry in the orange production belt in Quzhou.In this belt,there is such obvious advantages as tourism resources,the environment and climate,the combination of tourism resources,location and customers.Yet,there are also disadvantages in primary resources,local environments,attractiveness to local tourists,tourism "opportunity cost" and low economic output and others.Facing the increasing importance of leisure agriculture and rural tourism,the new rural construction,the changing tourism trends of urban people and local government of Quzhou attaches importance to find a way out of the orange industry and other opportunities.At the same time,there exist many problems,such as the shrinking area,serious homogenization,the challenges between unified management of the tourism industry and the decentralized operating in agriculture.Then,corresponding development strategies on the basis of SWOT analysis on the tourism development of the orange industry belt in Quzhou were suggested.