参与式战略分析:以葡萄酒旅游企业为例

Giuseppina Carrà , Mariagiulia Mariani , Ivana Radić , Iuri Peri
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引用次数: 21

摘要

经过一段时间的逐渐放弃种植,埃特纳的葡萄酒种植者开始了一个更新的过程,使他们能够将高质量的产品投放市场,并通过埃特纳葡萄酒之路参与葡萄酒旅游。在这种背景下,埃特纳的葡萄栽培是一个典范,它已成为农村可持续发展和改善当地旅游业的战略组成部分。在本研究中,我们实施了整合在SWOT分析中的战略导向回合(SOR),这是一种定性方法,旨在创造意识并促进利益相关者优先考虑的行动。我们认为,埃特纳葡萄酒之路对葡萄酒旅游发展的有效管理的关键要求是利益相关者参与产生想法和开发产品和服务。就EWR而言,行动者之间的主要问题涉及承诺的分配和集中注意营销战略的能力。不同旅游要素之间的营销联盟可以提供更大的选择灵活性,有助于该地区形象的发展。研究表明,SOR分析是一种有效的工具,可以以参与式的方式解释EWR的旅游发展规划。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Participatory Strategy Analysis: The Case of Wine Tourism Business

After a period of progressive abandonment of cultivation, the wine growers of the Etna initiated a process of renewal that allowed them to place high quality products on the market and to involve in wine tourism with the Etna Wine Route. In this context, the viticulture of the Etna is a model, which has become a strategic component of rural sustainable development and improvement of local tourism. In this study we implemented the Strategic Orientation Round (SOR) integrated in the SWOT analysis, a qualitative approach aimed to create awareness and promote action as prioritized by the stakeholders. We argue that the key requirement of the Etna Wine Route effective management for wine tourism development is the stakeholder involvement in generating ideas and developing products and services. In the case of EWR the major problems among the actors concern the distribution of commitments and the ability to focus on marketing strategies. Marketing alliance between the different elements of tourism could offer greater flexibility in choice, contributing to the development of the image of the area. The study shows that the SOR analysis is an effective tool to interpret the planning of tourism development of the EWR in a participatory way.

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