Identification and Prioritization of Tourism Development Strategies Using SWOT, QSPM, and AHP: A Case Study of Changbai Mountain in China

Ping Fan, Yihao Zhu, Zi Ye, Guodao Zhang, Shanchuan Gu, Qi Shen (), Sarita Gajbhiye Meshram and Ehsan Alvandi
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Ping Fan: School of Travel Service and Management, Tourism College of Zhejiang, Hangzhou 311231, China
Yihao Zhu: School of Economics and Management, Zhejiang Ocean University, Zhoushan 316022, China
Zi Ye: School of Marxism, Zhejiang Institute of Economics and Trade, Hangzhou 310018, China
Guodao Zhang: Department of Digital Media Technology, Hangzhou Dianzi University, Hangzhou 310018, China
Shanchuan Gu: Department of Digital Media Technology, Hangzhou Dianzi University, Hangzhou 310018, China
Qi Shen: School of Economics, Zhejiang University of Technology, Hangzhou 310023, China
Sarita Gajbhiye Meshram: WRAM Research Lab Pvt., Ltd., Nagpur 440027, India
Ehsan Alvandi: Department of Watershed Management, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan 49189-43464, Iran

Sustainability, 2023, vol. 15, issue 6, 1-22

Abstract: This research was conducted with the objective of identifying and ranking the tourism sector development strategies for the Changbai Mountain. The SWOT approach was used to construct strategies and the QSPM matrix and AHP method were employed to rank selected strategies. A questionnaire and the Delphi technique were used to collect and analyze research data from forty specialists. The effectiveness of 16 internal factors and 12 external factors in the business region was assessed. According to the results obtained, “Existence of beautiful natural features with distinctive scenery” is the most significant strength of Changbai Mountain. Also, “Inadequate amenities and weakness of infrastructure construction” has been established as the most significant weakness. The term “Adapting the development of the region to the national strategy” is among the most significant external opportunities. Additionally, the “islanding phenomenon” is one of the most significant threats. Sixteen plans were recommended for the growth of the Changbai Mountain’s tourism business. On the basis of the matrix of internal–external components in the SWOT model, an offensive strategy was identified as the optimal approach. We used the combined SWOT-AHP model with 4 criteria and 28 sub-criteria to determine the optimum strategy in the second model, and offensive methods were given the highest priority. The results showed that the “Taking advantage of the natural, historical potentials, etc.” and “Establishing an appropriate mechanism for public and private sector investment” strategies are the most crucial for improving the condition in Changbai Mountain. Therefore, special consideration should be given to the tourism potential in this region, and it should be placed on the agenda of managers and planners in order to strengthen the tourism industry, the region’s economic status, and create employment opportunities.

Keywords: tourism industry; SWOT method; QSPM matrices; AHP method; Changbai Mountain (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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