A Study On Tourism Development Countermeasure Of Bozhou Based On SWOT Analysis

Bozhou, located in the northwest of Anhui Province, is known as “Capital oftraditional Chinese medicinal materials” and “Source region of Taoism”. It has richhistorical and cultural deposit, abundant cultural tourism resources and great potential fortourism development. In recent years, the tourism industry in Bozhou has been greatlydeveloped, and became well known inside and outside the province increasingly.However, the level of development of the tourism industry in Bozhou still stays at thedownstream level, compared with that in other cities in the province, especially in southernAnhui province. With the collectivization, cyberization and internationalization ofmanagement in tourism, the competition becomes more and more intense. There will bemany constraints and severe test for Bozhou to develop its tourism under competition. Tostudy the tourism in Bozhou is of practical significance and reference value to itssustainable development.Using empirical research method, this paper studies the tourism of Bozhou andanalyzes the basic situation, advantages, weaknesses, opportunities and threats of thedevelopment of tourism in Bozhou using SWOT analysis tool. Then, the correspondingmeasures to promote the development of tourism in Bozhou are proposed. It includesstrengthening the tourism resource development, playing the initiative of tourism,designing classic tourist routes, increasing the investment of capital, building holidaylocation based on “wine culture” and “Chinese medicinal Materials culture”, creatingnative products brands, expanding propaganda, innovating marketing strategies,strengthening the joint among tourist attractions, expanding the foreign market, trainingleading tourism enterprises, attaching importance to the talents, and so on.