SWOT-AHP 방법을 이용한 강원도 동해안 관광사업의 발전전략

다국어 초록 (Multilingual Abstract)

The purpose of this study is to present research results to realize development of the tourism industry of the eastern coast in Gangwon-do province. From several studies both on the development of the existing tourism industry and the development of the eastern coast tourism industry, internal and external environment factors were extracted and SWOT analysis was carried out. Then, the SWOT matrix was reformulated to reflect updated details and expert opinions. On the basis of the formulated factors, quantification was performed based on assessments of experts, and then according to importance and priority, SWOT-AHP strategies were done. As a result of SWOT-AHP, four strategies were worked out as follows; SO strategy should be a strategy to find travel interests in all seasons in the eastern coast region where people’s interests are increasing because of the Winter Olympics. ST strategy should be a strategy to accommodate tourism demand according to enhanced accessibility due to the Winter Olympics. WO strategy should be a strategy to relate seasonal concentration of tourists to enhanced accessibility to this region so that a consumer network can be established. Finally, OT strategy should be a strategy to meet tourists’ demand for high quality travel service. Because this study surveyed only tourism expert groups, it has limitations. In further t research, the range of the survey needs to be expanded to the relevant officials and to tourists so that more detailed and significant research results can be obtained.