Identification and Prioritization of Tourism Development Strategies Using SWOT, QSPM, and AHP: A Case Study of Changbai Mountain in China

Abstract

This research was conducted with the objective of identifying and ranking the tourism sector development strategies for the Changbai Mountain. The SWOT approach was used to construct strategies and the QSPM matrix and AHP method were employed to rank selected strategies. A questionnaire and the Delphi technique were used to collect and analyze research data from forty specialists. The effectiveness of 16 internal factors and 12 external factors in the business region was assessed. According to the results obtained, “Existence of beautiful natural features with distinctive scenery” is the most significant strength of Changbai Mountain. Also, “Inadequate amenities and weakness of infrastructure construction” has been established as the most significant weakness. The term “Adapting the development of the region to the national strategy” is among the most significant external opportunities. Additionally, the “islanding phenomenon” is one of the most significant threats. Sixteen plans were recommended for the growth of the Changbai Mountain’s tourism business. On the basis of the matrix of internal–external components in the SWOT model, an offensive strategy was identified as the optimal approach. We used the combined SWOT-AHP model with 4 criteria and 28 sub-criteria to determine the optimum strategy in the second model, and offensive methods were given the highest priority. The results showed that the “Taking advantage of the natural, historical potentials, etc.” and “Establishing an appropriate mechanism for public and private sector investment” strategies are the most crucial for improving the condition in Changbai Mountain. Therefore, special consideration should be given to the tourism potential in this region, and it should be placed on the agenda of managers and planners in order to strengthen the tourism industry, the region’s economic status, and create employment opportunities.