Study On Development Strategy Of Anxi Leisure Tea Manor Based On SWOT-AHP Analysis Method

In recent years, the strong development of green leisure industry, People are more and more popular for the way of leisure travel, which can relax the mind and get closer to the natural. Leisure experience tourism has become an important part of people’s life. As a new form of including agricultural leisure and tea culture leisure tourism, the development of leisure tea manor is at the time. Especially in the situation of the manor economy flourishing, the more attention of the three production integration, and Anxi tea industry chain facing the case of transformation and upgrading. Study on the development strategy of Anxi leisure tea manor, can promote the long-term development of Anxi leisure tea manor, can help the transformation and upgrading of Anxi tea industry, and can also promote the sustainable development of tea industry in Anxi county.In this study, the experience economic theory, industrial integration theory, and sustainable development theory are applied to the development strategy of Anxi leisure tea manor. Based on the comprehensive analysis of SWOT-AHP, the development strategy of Anxi leisure tea manor was put forward by combining the qualitative and quantitative analysis. First of all, this paper studies the related aspects of leisure tea manor and tea culture tourism through the literature research method. Secondly, the paper analyzes the development situation of the leisure tea manor in Anxi County and the internal and external environmental factors, namely, the advantages, disadvantages, opportunities, and threats by means of SWOT analysis. Then by constructing the evaluation index system of AHP, the importance of the internal and external environmental factors of the development of Anxi leisure tea manor was evaluated by using the method of expert consultation and questionnaire survey. It calculated the single sort weight of each level index, checked the judgment matrix, and determined the rank weight of each level indicator by Yaahp10.0 software. Got the actual strength and the rank weight of each level indicator multiplied to obtain the comprehensive strength. In the comprehensive strength ranking, these factors are ranked by the front, which including the factors of development competition of county tea manor, great potential of the international consumer market, limited development of source market, tourism competition of surrounding leisure agricultural, open up the market by e-commerce coordinating, importance attached of Anxi county government, probably traffic promotion, high security quality of tea, and the lack of leisure experience product development. Then calculate the overall strength of the matrix between the SWOT groups. The total advantage intensity S is 0.7604, the total disadvantage intensity W is-0.7933, the total opportunity intensity O is 0.7251, and the total threat intensity T is-0.7042. It constructed the four sides of the overall development strategy of leisure tea manor in Anxi County and determined the overall strategy development of Anxi County Leisure tea manor based on the data. The results show that the Anxi tea leisure manor development should be mainly to the WO aggressive strategy that take full advantage of the market opportunities and to overcome their disadvantages. It also need to pay attention to the WT conservative strategy, to make inferior minimization, and to avoid environmental threats.Finally, the paper puts forward five development strategies of Anxi leisure tea manor, namely, the government support strategy, the school enterprise co construction strategy, market development strategy, product development strategy, and competitive cooperation strategy on the basis of strategic positioning.