康养旅游已成为我国旅游产业的重要发展领域,然而随着其初步发展阶段步入尾声,我国的康养旅游产业仍存在政策与发展速度不匹配、资源利用率较低、融合协调发展把握不准确等问题。对国内数量繁多的康养旅游项目来说,明确竞争大环境现状,以及自身发展的优、劣势是可持续发展的关键。本报告以广东省河源市巴伐利亚庄园为研究对象,在SWOT-PEST的视角下,首先从微观角度具体阐述其发展康养旅游的优势、劣势、机遇、挑战,再结合当下的国家政策、经济、社会、技术环境,从宏观角度对巴伐利亚庄园的康养旅游项目进行分析,从而提出相应可持续发展建议。
<<Health and wellness tourism has become an important part of China’s tourism industry. However,after the rapid development in the early stage,the health and wellness tourism of China still has some problems,such as the mismatch between policies and its development speed,low degree of resource utilization,inaccurate grasp of integrated and coordinated development. For a large number of domestic health and wellness tourism projects,have a clear understanding of the current competitive environment,as well as their own strengths and weaknesses is the key to get sustainable development. This research takes Bavaria Manor in Heyuan,Guangdong Province as the research object with the perspective of SWOT-PEST. Firstly,the paper will elaborate the strengths,weaknesses,opportunities and threats of the development of its health and wellness tourism from a micro perspective. Then the author will combine with the current political,economic,social and technological environment from a macro point of view,and put forward corresponding sustainable development suggestions.
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