تحقیق در مورد استراتژی های توسعه گردشگری روستایی در سوژو بر اساس تجزیه و تحلیل SWOT

Rural tourism can make full use of tourism resources in rural areas to adjust and optimize rural industrial structures, extend the agricultural industrial chain, develop rural tourism services, promote nonagricultural employment, increase the incomes of farmers, and create a better economic base for the new rural construction. This paper uses the method of SWOT analysis to make a comprehensive evaluation and analysis on strengths, weaknesses, opportunities and threats in the development of rural tourism in Suzhou. Through the combination of internal resources and external environment, this paper clearly determines the advantages and disadvantages of Suzhou rural resources, comprehends the opportunities and challenges to be faced, and also proposes the corresponding countermeasures. At last, this paper hopes to provide a decision reference for the development of rural tourism in Suzhou, and promote the sustainable development of rural tourism in Suzhou.

Originating from Europe in the mid-19th century, rural tourism is a new form of tourism, which takes the nature and humanities objects with the rurality as tourist attractions, depends on the beautiful landscape, the natural environment, architectures, culture and other resources in rural areas, and expands and develops projects such as meeting affairs, holiday-makings and leisure activities based on traditional rural leisure travels and experience tours. In China, rural tourism began in the 1950s. During the middle and later period of the 1990s, the rural tourism model began to be introduced, and obtained its rapid development, which also had a broad market prospect. In recent years, under the right guidance of the government, the development of rural tourism in Suzhou gives full play to the main role of the agricultural production operators, gets active support from all sectors of the community, and obtains participation and

interaction of related industries. Currently, Suzhou has more than 300 new rural tourist attractions and 14 national agricultural tourism demonstration sites. It develops 316 “pleasure-in-farmhouse” tourism areas and sites with the Moon Bay of Xishan as the representative, and forms more than a dozen brands of agricultural festival tourism activities. In the continued expansion, the rural tourism market in Suzhou is moving to maturity. SWOT analysis (also known as TOWS analysis, Dawes matrix) was put forward by the management professor Weihrich at the University of San Francisco in the early 1980s, and is a method which can objectively and accurately analyze and study the current state of a unit. The four letters of SWOT respectively represent: Strength, Weakness, Opportunity, Threat. Overall, SWOT can be divided into two parts: the first part is SW, mainly used to analyze the internal conditions; the second part is OT, mainly used to analyze the external conditions. With this method, we can find out those factors to our advantage and worth promoting from the development status of rural tourism in Suzhou, and avoid those unfavorable.We can also discover problems, find out solutions, and then make clear the future development direction.