Hybrid SWOT-AHP Analysis of Strategic Decisions of Coastal Tourism: A Case Study of Shandong Peninsula Blue Economic Zone

Abstract

Liu, R., Wang, Y. and Qian, Z., 2019. Hybrid SWOT-AHP analysis of strategic decisions of coastal tourism in China: A case study of Shandong Peninsula Blue Economic Zone. In: Gong, D.; Zhu, H., and Liu, R. (eds.), Selected Topics in Coastal Research: Engineering, Industry, Economy, and Sustainable Development. Journal of Coastal Research, Special Issue No. 94, pp. 671–676. Coconut Creek (Florida), ISSN 0749-0208.Coastal tourism is an important growth point of marine economic. Shandong Peninsula Blue Economic Zone (SPBEZ) is the first approved strategic marine economic development zone in China. Its coastal tourism development not only has an important demonstration role, but also has important significance for the marine ecological civilization. This study combined SWOT analysis with the analytical hierarchy process (AHP), and with experts' professional knowledge, quantitatively calculated the intensities of strengths, weaknesses, opportunities and threats of coastal tourism in SPBEZ. From the perspective of SWOT-AHP model, drew strategic quadrilateral, calculated strategic vector, and scientifically established the strategic type and the strength of strategy implementation. The results show that the pioneering strategy of seizing opportunities should be actively implemented, and the implementation focus of OS strategy, OW strategy, ST strategy and WT strategy are further clarified.