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CHAPTER II. SITUATION ANALYSIS |
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B. Park S.W.O.T. Analysis |
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| Once the assessment of your target markets, visitor trends, and future markets are finished, you should evaluate your park using S.W.O.T. analysis. | |||||||||
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S.W.O.T. is a methodology used to
determine a park’s current position by examining four factors: Strengths,
Weaknesses, Opportunities and Threats. Strengths and weaknesses are related to
existing conditions of the park, whereas opportunities and threats are related
to conditions that your park may confront in the future.
The results of this analysis may help mitigate disparities between what your vision is and what will be feasible for your park. |
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| There are some issues that you should consider when assessing the strengths, weaknesses, opportunities, and threats in relation to your park. The items below are not an exhaustive list, but a few examples for consideration. These are: | |||||||||
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1) Identification of tourism products and existing (or potential) market, 2) Visitor/tourist related infrastructure, 3) Visitor/tourist management personnel, 4) Management of natural and cultural assets, 5) Visitor mobility or access within the park (e.g., means of transportation), 6) Interpretive programs, 7) Visitor retention (repeat visitors, length of stay, etc.), 8) Visitor expenditures in park, and 9) Public-private partnerships. To do a S.W.O.T. analysis, consider the following questions for each section. The answers for each question (or other appropriate questions) may be revealed through focus groups or through individual interviews with major stake holders (e.g., visitors, staff members, local residents, and other park managers)
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Please click
here to complete worksheet 9 |
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