SWOT Analysis of Specialty Tourism in Turpan,Xinjiang  

新疆吐鲁番地区特色旅游的SWOT分析

作　　者：ZHANG Yueting QI Yuan YAN Jing FENG Ying 张月婷;亓元;闫静;冯缨(三亚学院旅游与酒店管理学院,海南三亚572022;中国科学院新疆生态与地理研究所,乌鲁木齐830011)

机构地区：[1]Tourism Management College,University of Sanya,Sanya,Hainan 572022,China [2]Xinjiang Institute of Ecology and Geography,Chinese Academy of Sciences,Urumqi 830011,China

出　　处：《Journal of Resources and Ecology》2024年第6期1631-1636,共6页资源与生态学报（英文版）

基　　金：The National Natural Science Foundation of China(42271072);The University of Sanya Training Programme for Young and Middle-Aged Educators(USYJSPY24-70;SYJPZQ2024069)。

摘　　要：The Turpan region serves as a vital transportation hub along the Silk Road,facilitating economic andcultural exchanges between the East and West.Its distinct natural environment,rich historical culture,diversecustoms,and delectable fruits have contributed to the development of abundant tourism resources.Statistics showthat Turpan boasts 272 tourism resource units and 36 A-level scenic spots,offering significant potential and opportunities for the growth of its tourism industry.This study conducts a SWOT analysis of regional tourism in Turpanand provides an objective evaluation of its strengths and weaknesses.The appeal of visiting Turpan lies in its richhistorical and cultural heritage,as well as its location in the Huozhou Turpan,known for the country’s highest temperatures and lowest altitude.Additionally,the myths and legends of Journey to the West add to its allure.The region is renowned for its diverse grape varieties and is referred to as the“vineyard of the world,”offering a distinctivetourism experience.However,there are also evident drawbacks to tourism in Turpan.The peak tourist season islimited to July-October,which restricts the development of year-round tourism.Additionally,the distance betweenscenic attractions is relatively long,and the supporting tourism infrastructure is limited,failing to meet the variedneeds of tourists.Additionally,the competitiveness of the tourism industry has not been effectively enhanced by thelow brand awareness and loyalty among consumers.In order to ensure sustainable tourism development in theTurpan area,various strategies and approaches must be employed to ensure the unique and diverse growth of regional tourism.This includes creating suitable marketing plans,building a fully functional three-dimensional servicemanagement scheme,and enhancing policy support and financial investments.The tourism industry in Turpan ispoised to benefit from new opportunities,leading to sustained development and enhancement of its economic,cultural,and social values.吐鲁番地区作为连接东西方经济和文化交流丝绸之路上重要的交通枢纽,独特的自然环境、历史文化、异域风情和甘甜的水果,孕育出丰富的旅游资源。根据统计数据,吐鲁番地区有272个旅游资源单体和36家A级景区,为其旅游业的未来发展提供了无限的可能和前景。本文将吐鲁番区域旅游的优势和劣势进行了SWOT分析:吐鲁番区域旅游的优势在于其历史文化底蕴较为深厚,位于全国气温最高、海拔最低的吐鲁番,以及《西游记》神话传说对吐鲁番的描述。此外,吐鲁番还以盛产品种多样的葡萄著称,被誉为“世界的葡萄园”,为旅游提供了特色体验。然而,吐鲁番区域旅游的劣势也很明显:旅游旺季仅限于每年7-10月,不能形成全年旅游的良好氛围;景点之间距离分布较远,旅游配套设施有限,不能满足旅游者的不同需求;另外,消费者对品牌的认知度和忠诚度不高,未能有效提高旅游业的竞争力。为了推动吐鲁番区域旅游的可持续发展,需要采用多种手段和策略来确保当地旅游业的特色化、差异化发展,制定合适的市场营销策略,建立立体化的服务管理体系,加强政策支持和资金投入。吐鲁番地区旅游业将会迎来新的历史机会,实现可持续性的发展和更好的经济、文化和社会价值的提升。

关 键 词：SWOT analysis intelligent tourism cultural tourism Turpan of China 

分 类 号：F592.7[经济管理—旅游管理]