基于A'WOT战略模型的农耕文化旅游资源开发研究——以重庆市城口县河鱼乡为例  

Development Strategy of Farming Culture Tourism Resources Based on A'WOT Strategic Model——Taking Heyu Township of Chengkou County in Chongqing as a Case Study

作　　者：杨晓霞[1] 史珊[1] 向旭[2] 

机构地区：[1]西南大学地理科学学院,重庆400715 [2]西南大学经济管理学院,重庆400715

出　　处：《经济管理》2016年第3期135-144,共10页Business and Management Journal ( BMJ )

基　　金：重庆市社会科学规划重点项目"城口县河鱼乡农耕文化旅游资源的开发利用研究"(2014WT03)

摘　　要：随着城市化进程的不断加快,长期生活于城市中的人们,渴望回归自然,对于"记得住乡愁"的农耕文化尤为珍视。农耕文化旅游资源的合理开发利用,不仅可以丰富我国现有旅游产品类型,而且对于广大农村地区的经济发展、农民增收、新农村建设等具有重要意义。在整合SWOT分析法与AHP法的基础上,利用专家意见、矢量、极坐标等方法,本文构建A'WOT战略模型;以位于大巴山腹地的重庆市城口县河鱼乡为案例地,通过对其农耕文化旅游资源开发利用的战略因素估计强度、因素总力度、战略方位角、战略强度系数等的计算,构造战略四边形,绘制战略类型与战略强度图谱。实证研究结果表明,城口县河鱼乡农耕文化旅游资源开发应选择实力开拓型战略类型;战略强度系数ρ>0.5,应持积极开拓的战略态度;综合考虑战略类型和战略态度,城口县河鱼乡农耕文化旅游资源开发应选择积极的实力开拓型战略。With the accelerating process of urbanization, metropolitan people are eager to return to nature, seek farming culture, and pursue for remembering nostalgia. Farming culture with distinctive features has become a vital tourism attraction for domestic and foreign tourists in new era. Rational development and utilization of farming culture resources not only can enrich existing tourism product types, but promote economic development in rural ar- eas, improve farmers＇ income and speed up new rural construction. Existing research on development and utilization of farming culture tourism resources at home and abroad was given priority to qualitative analysis, less use of quantitative methods. There were more micro-level studies on devel- opment patterns and development countermeasures, less macro-level studies on development strategies. Therefore A＇WOT strategic model had been built to study the development of farming culture tourism resources, tried to com- bine SWOT and AHP, adopted expert opinion, vector quantity, and polar coordinate method and so on. The con- struction processes of A＇WOT strategic model were as follows. Determined the elements of A＇WOT strategic model by SWOT, namely the internal and external influential factors of research object. Calculated the estimated strength of each strategic factor by expert opinion method, and the arithmetic mean method. Applied AHP to determine the relative importance of each strategic factor. Obtained the intensity of each strategic factor by weighted summation, namely the importance of each factor for research object. Calculated the total intensity through summation formu- la. Established a strategic quadrilateral, with strength , weakness, opportunity and threat as axles respectively, and the intensity of each strategic factor as coordinate points. Calculated the area of each strategic triangle in strategic quadrilateral, and preliminary judged the priorities of development strategy. Determined the development strategies by contrasting the azimuth of strategy

关 键 词：农耕文化旅游资源 开发战略 A’WOT模型 城口县河鱼乡 

分 类 号：F59[经济管理—旅游管理]