随着中国社会经济的快速发展，旅游业特别是滨海旅游已成为滨海城市发展的重要支柱和城市亮点。日照市作为山东省东南沿海地区的新兴城市，独特的临海地理位置及优越的自然条件使其滨海旅游业发展迅速。采用SWOT 分析法对日照滨海旅游业所处的内、外环境进行探讨。日照市滨海旅游资源丰富，但缺乏整体形象定位和特色旅游产品，同时面临周边滨海城市的同质性竞争，滨海生态环境不断恶化。日照市滨海旅游业的发展应坚持开发与保护并重，通过创建特色旅游产品品牌，加强地区合作，充分利用现有的优势和机会，应对日益激烈的市场竞争。%With the rapid development of China's social economy,seaside tourism has gradually become a hot point in the development of coastal cities.Rizhao City is a new seashore developing city in southeast coastal area of Shandong Province,the tourism industry developed rapidly because of unique geographical position and superior natural condi-tions.In this paper,the internal and external factors of Rizhao's seashore tourism industry are analyzed by using the SWOT method.The results show that the coastal tourism resources are not real developed,and there are lack of right positioning and characteristic product,while facing the homogeneous competition with the neighbouring city. Moreover,the coastal ecological environment continues to degrade.To develop the coastal tourism industry of Rizhao City,some countermeasures are proposed such as combining the development and protection of the coastal environment,creating characteristic tourism products,enhancing regional cooperation,and making full use of exist-ing advantages and opportunities.
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