基于SWOT分析的旅游营销策略研究——以安庆为例

Research on Tourism Marketing Strategy Based on SWOT Analysis—Taking Anqing as an Example

摘要: 旅游业对区域经济发展具有积极影响，构建科学有效的旅游营销策略对提升目的地竞争力至关重要。基于此，文章以安徽安庆为案例地，运用SWOT分析方法系统探讨了安庆旅游业发展的优势、劣势、威胁及机遇，并提出了优化安庆市旅游营销策略的实践路径，主要包括：推进旅游业整体规划，加强文化资源开发；提升营销资源投入，完善旅游配套设施；强化跨区域合作，开发研学旅游产品；明确“戏曲之乡”定位，加强人才培养与引进。旨在为地区旅游业的营销策略研究提供实践指导。

Abstract: Tourism exerts a positive impact on regional economic development, and the formulation of scientifically sound and effective marketing strategies is crucial to enhancing the competitiveness of tourism destinations. In this context, this study takes Anqing, Anhui Province, as a case study to systematically explore the strengths, weaknesses, opportunities, and threats (SWOT) of its tourism industry. Based on the analysis, the study proposes practical approaches to optimize Anqing’s tourism marketing strategies, including: advancing integrated tourism planning and enhancing the development of cultural resources; enhancing the investment in marketing resources and upgrading tourism infrastructure; strengthening inter-regional cooperation and developing educational tourism products; clarifying the positioning of “The Hometown of Drama”; and reinforcing the cultivation and introduction of talent. The study aims to provide practical guidance for the development of regional tourism marketing strategies and contribute to the broader academic discourse on tourism management.