chair-头套
Tourism:INTRODUCTION TO TOURISM
Student’s
number: 22
Due date:
Lecturer:
22
Page 1 of 6
TSaP
Case Study
Literature Review
of SWOT Analysis and Its Application across
Tourism Industry: A Case Study
of Hang
Zhou West Lake
Abstract
With the rapid development of China,
tourism industry is growing quickly, but, many
problems also
come out at the same
time, this essay is going to present the problems
and the basic idea of solutions
about
Hang Zhou West Lake national park. The essay
consists of five parts, the introduction, the
literature review, the methodology of
how to research, the SWOT analysis of different
points of West
Lake and the conclusion.
In the end of the essay, the research conclusion
will expound base on the
SWOT analysis
and come up with the solution of the ecological
protection from the damage of tourism
industry.
Keywords:
SWOT analysis, West Lake, Ecological
protection
1.
Introduction
1.1
Background
Hang Zhou West
Lake is a famous lake which has been attracted
many tourists from all over the world
for its beautiful scenery and legend
stories. Every year, Government efforts on
protecting and developing
the West Lake
with much money, materials and resources. With the
well management and ecological
protection of the cultural relic and
the water resource of the lake, the Hang Zhou West
Lake has obtained
a high achievement in
the world of tourism, and that has been
stimulating the Economic Development of
Hang Zhou. West Lake is a SENCE (Social
economic natural compound ecosystem; natural
compound
ecosystem) which is very
important for the economic development of Hang
Zhou. However, with the
rapid
development of city, the ecosystem is under a lot
of pressure. Therefore, how to deal with the
problem of protecting and developing
has become a big problem to the government to
manage well the
West Lake and make it
developing sustainable.
Briefing of the study area
Hang Zhou West Lake is a famous
national park in Zhe Jiang province, it located at
longitude
120°16’
east and
latitude of
30°15’
north.
West Lake is a freshwater lake, the area of water
is about 6.5 square
kilometres, and
there are four main tributaries include Jing Sha
gully, Long Hong gully, Chi Shan stream
and Chang Qiao stream. The total area
of West Lake national park is about 59.04 square
kilometres, the
forest coverage rate
reached 72 percent, which is including thousand
kinds of plants and animals. Hang
Zhou
is one of the six old capitals in China with more
than two thousand years histories, there are many
traditional cultures and cultural
relics. In West Lake national park, 62 places have
been the key cultural
preservation
centres, about half of the total in Hang Zhou.
Furthermore, many museums and memorial
halls are in the national park, and
hundreds of attractions and popular scenic spots
around the lake. The
nature landscape
and human landscape of West Lake shows the
tourists that people live in harmony with
nature for thousand years.
22
Page 2 of 6
TSaP
Case Study
1.2
Problems indentified
The
population of people who live in the area of West
Lake national park is about 56 thousand, and the
buildings are focus landed on the only
23 percent of earth of the park, that cause the
problem of
population concentration and
buildings are too saturated in the tourist
attraction. Moreover, every year,
the
West Lake national park receives millions of
tourists especially in the golden week in China,
the
main scenery spots are under a
great pressure with the huge quantity of tourists,
and it has been threaten
to the balance
of ecological.
1.3
Purpose
This essay tends to present the
problems and ecological protection measures of the
West Lake national
park with the SWOT
analysis, with the purpose of solving the problems
of the damage and development
with the
national park from tourism. The solutions of
harmony development between the ecological and
economy will be come up with this
essay.
2. Literature review
2.1 Swot analysis and its application
across tourism industry
SWOT is
credited to two Harvard Business School Policy
Unit professors
–
George
Albert Smith Jr and
C
Roland
Christiansen
during
the
early
1950s.
Later in
the
1950s
another
HBS
Policy
Unit professor
Kenneth
Andrews
developed
its
usage
and
application.
[1]
Fleisher
et
al
(2003)
have
described
the
definition
of
each
element:
Strengths
–
strengths
are
factors
that
contribute
to
a
firm
become
more
competitive than its competitors. They
also provide a firm an advantage in resources that
are superior to
the competition.
Weaknesses
–
weaknesses are
the limitations, defects of an organization. They
also are
the
organization
does
poorly
or
somewhere
an
organization
failed
to
capability
compared
with
competitors.
Opportunities
–
opportunities
include
any
beneficial
current
or
future
situation
in
the
organization’s
environment.
They
also
support
the
demand
for
products
and
services,
and
allow
the
organization to enhance the competitive
position. Threats
–
threats
include any unbeneficial situation and
trend in an organization’s environment.
They are
damaging an
organization’s profitability.
[2]
Wheelan
and Hunger
(1998) used SWOT to look for gaps and matches
between competences and resources and
the
business
environment.
[3]
Shinno
et
al
(2006)
amalgamated
SWOT
analysis
with
an
Analytic
Hierarchy
Process
(AHP)
which
ranked
and
prioritised
each
element
using
software.[4]
Koch
(2004)
comments he
recognised that a series of SWOT/TOWS analyses had
the advantages of a single arbitrary
matrix.[5]
2.2
The research progress of the Hang Zhou West Lake
An old Chinese
saying
declares
the
beauty
of
Suzhou
and
Hangzhou:
is
a
paradise
in
heaven, Suzhou and
Hangzhou
on earth.
Plain
or gaily decked out like Xizi; West Lake is always
alluring.
Lake
is
the
Quyuan
Garden
on
its
western
shore.
First
landscaped
during
the
Southern
Song
dynasty
(1127-1279), it was
enlarged into a twenty-eight hectare park in 1978.
Within it are over two hundred
species
of
lotus
-
a
view
of
these
unusual
flowers
blooming
(July
to
September)
against
the
serene
background of the West Lake may be one
of the most stunning floral spectacles you will
ever behold. At
22
Page 3 of
6