Research In Development Strategy For Cultural Tourism Project Based On SWOT-AHP Analysis

Nearly years, as the continued improvement of people’s living level and Chinese society stepped into the aging society, people are no longer satisfied with tourism based on sightseeing, has changed to culture-health-leisure-vacation travel which has more experience、culture with elements of good health. The rapid growth of the current demand has brought a big chance to the tourism scenic spot development project of culture-health-leisure-vacation travel. However, the explorations to the new project just come to an early stage, inappropriate to its partial process. This paper intends to explore the new industry in the "Buddha" Culture Expo Park project of culture-health-leisure-vacation travel as an isolated case, trying to improve people’s understanding of the concepts, theories, strategies and measures in the project of culture-health-leisure-vacation travel, and also promoting the development, the core competition, reputation and popularity of the "Buddha" Culture Expo Park in a better way, which will more prompt XianJu county’s tourism economic development.Basic theroy of project development strategy is applied in this article, combined with the acual situation of the "Buddha" Culture Expo Park project, the paper is discussed the "Buddha" Culture Expo Park project development and the construction key, mainly studies the following aspects: First, combed the "Buddha" Culture Expo Park project resources situation from culture-health-leisure-vacation travel development, summarizes the achievements of the "Buddha" Culture Expo Park project development and existing problems; Second, in the "Buddha" Culture Expo Park project based on the analysis of internal and external environment, uses the SWOT qualitative analysis, summarizes the factors influencing the project development of internal strengths, weaknesses, external opportunities and threats;Three, the traditional SWOT analysis, Delphi method, AHP method and four dimensional coordinates strategic center of gravity location method, constructed the SWOT-AHP quantitative analysis model, and SWOT-AHP quantitative analysis model of the "Buddha" Culture Expo Park project development strategic choice andjudgment should be taken, put forward countermeasures and suggestions to promote the developmnet of the "Buddha" Culture Expo Park project.The paper main conclusion: nowadays the "Buddha" Culture Expo Park project’s advantage is more than disadvantage factors, opportunity factors more than threats; The projects of development & construction, appropriate uses the exploiting(advantage) type aggressive strategy, namely the project into base on their own natural resource’s advantages, deeply tap the cultural connotation of pharmacists at the same time, firmly grasp nowadays policy, cultural and ecological tourism industry brings good opportunity of development. As the entry point to satisfy the modern people pursuit of physical and mental health, we should explore more humanism, participation, innovation in the development of tourism products, and then fully build the "Buddha" Culture Expo Park of culture-health-leisure-vacation travel. Based on this, we put forward four proposals of the "Buddha" Culture Expo Park projects: Frist, we should vigorously develop the surrounding tourist market in good location conditions; Second, We should grasp opportunities to explore high quality products of the Medicine Buddha culture-health-leisure-vacation travel;Three, we should realize to mutually promote regional culture tourism industry through the market segmentation and positioning; Four, we should create an innovation tourism product with high participatory, interactive, experience by the unique resources’ advantages.