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SWOT分析是广为应用的一种机会——风险分析方法。营销环境是旅游景区进行营销决策和战略选择时的重要依据。在分析陕西长青自然保护区生态旅游发展现状的基础上,运用SWOT模型对长青自然保护区生态旅游营销环境进行系统评价,以期为该景区的营销决策和战略选择提供依据。
SWOT analysis is a widely used opportunity - the risk analysis method. Marketing environment is an important basis for the marketing decision-making and strategic selection of tourist attractions. Based on the analysis of the present situation of ecotourism development in Changqing Nature Reserve in Shaanxi Province, the author uses SWOT model to systematically evaluate ecotourism marketing environment in Changqing Nature Reserve, in order to provide the basis for marketing decision and strategic choice of this scenic spot.