基于SWOT-AHP模型的恩施州森林康养旅游可持续发展研究

森林康养是以森林生态环境为基础，以追寻健康为目的，融合林业、健康服务业和旅游业的新型产业.随着旅游业向支柱性产业加速迈进，森林康养逐步成为推进恩施州“乡村振兴”战略实施的核心产业，其可持续发展研究对于地区经济增长具有重要意义.该文基于SWOT-AHP模型分析了恩施州森林康养旅游发展的优势、劣势、机遇与威胁，并为其可持续发展提出相应对策.结果表明：1) 恩施州森林康养旅游可持续发展的优势＞机遇＞劣势＞威胁.气候环境优越是恩施州森林康养旅游可持续发展的最大优势；基础设施落后，服务体系匮乏是影响其发展的主要劣势；康养市场需求的增加是恩施州森林康养旅游可持续发展的最大机遇；而当前面临的最大威胁是招商融资困难.2) 通过四象限坐标法分析，确定战略坐标P(x， y)＝P(0.367， 0.301)，战略强度系数ρ＝0.9495，得出恩施州森林康养旅游应积极地采取竞争型发展战略，以期为恩施州旅游业的可持续发展提供保障，推进其乡村振兴战略的实施.

A research on sustainable development of Enshi forest therapy tourism based on SWOT-AHP model

Forest therapy is a new industry which is based on forest ecological environment. With the purpose of pursuing health， it integrates forestry， health services and tourism. As the tourism industry is increasingly developing into the pillar industry， forest therapy is also booming， and gradually becomes the core industry to promote the strategic goal of "rural revitalization" in Enshi Tujia and Miao Autonomous Prefecture. Research on its sustainable development is of great significance to the regional economic growth. This paper is based on the SWOT-AHP model and a combination of qualitative and quantitative methods. The advantages， disadvantages， opportunities and threats of sustainable development of forest therapy tourism in Enshi Tujia and Miao Autonomous Prefecture are analyzed and corresponding countermeasures are put forward. Finally， they are ranked from high to low advantages， opportunities， disadvantages， threats. Among them， the sound climate is the biggest advantage of sustainable development of forest therapy tourism in Enshi Tujia and Miao Autonomous Prefecture， while the poor infrastructure and the lack of service system are the main disadvantages. The increase of market demand is the biggest opportunity. The difficulty in attracting investment and fund is the biggest threat. Furthermore， through the analysis of four quadrant coordinate method， the strategic coordinate P(x，y) is determined to P(0.367,0.301)， with the strategic strength factor of 0.949 5. It is concluded that as for Enshi forest therapy tourism， the competitive development strategy should be adopted to guarantee the sustainable development of Enshi tourism and promote the implementation of rural revitalization.