基于SWOT分析的旅游业发展与策略研究——以宜宾市为例
Research on Tourism Development and Strategy Based on SWOT Analysis —Taking Yibin City as an Example

本研究运用SWOT分析方法，系统探讨了宜宾市旅游业发展的内部优势、劣势以及外部机遇和挑战。研究表明，宜宾市拥有丰富的旅游资源和独特的区位优势，但同时也面临市场定位不精准、交通拥堵等问题。在政策支持和新媒体营销兴起的背景下，宜宾市旅游业面临着发展机遇，但也面临着生态环境破坏和周边城市竞争等威胁。基于分析结果，本文提出了打造特色旅游路线、优化公共交通网络、加强生态环境保护、提供政策制度保障等发展策略。
This study uses SWOT analysis to systematically explore the internal advantages and disadvantages as well as external opportunities and threats of tourism development in Yibin. The study shows that Yibin has rich tourism resources and unique location advantages, but also faces problems such as imprecise market positioning and traffic congestion. Against the background of policy support and the rise of new media marketing, Yibin’s tourism industry faces opportunities for development, but it also faces threats such as ecological damage and competition from neighbouring cities. Based on the results of the analysis, this paper proposes development strategies such as creating special tourism routes, optimising public transport networks, strengthening ecological environmental protection, and providing policy and institutional safeguards.