Proposing the Strategies for Sustainable Tourism Development of Coastal Recreational Fishery: A Case Study of Qingshan Fishing Village, Qingdao, China
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This study aims to: (1) analyze the current state of recreational fishery tourism in Qingshan Fishing Village; (2) evaluate its internal and external influencing factors; and (3) propose sustainable development strategies. A qualitative research approach was employed, incorporating in-depth interviews with 12 stakeholders. To identify key drivers and barriers, the study utilized a combination of weighted SWOT analysis, TOWS Matrix, Quantitative Strategic Planning Matrix (QSPM), and PESTEL analysis as part of the situational analysis model. Findings reveal that, despite Qingshan’s abundant tourism resources, distinctive culture, and ecological assets, it faces limitations such as insufficient infrastructure, weak service systems, product uniformity, talent shortages, and transportation challenges. External opportunities include rising market demand, ecotourism growth, and cultural-tourism integration, while threats stem from intense competition, delayed digital transformation, and commercialization pressures. Based on these insights, the study recommends strategies such as diversifying recreational offerings, integrating ecological and fishery elements, advancing smart tourism, enriching cultural and immersive experiences, fostering local talent, upgrading infrastructure, and enhancing marketing and product differentiation to promote sustainable tourism development
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บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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