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The purpose of study is to suggest related importance of promotional strategies of Southwest Coast Tourism & Leisure City. A’WOT method, which is connection of AHP with SWOT analysis, was used for improving the usability of SWOT analysis. 16 strategies with 4 categories were produced in the process of SWOT analysis and presented to 20 experts for AHP process. As a result, we found priorities of each promotional strategy as follow; ‘Create a Blue Ocean by a variety of recreational facilities and programs (ST Strategy)’, ‘Introduce of appropriate recreational facilities for Core target market (SO Strategy)’, ‘Create a Blue Ocean by improved tourism capacity of contiguous region (WT Strategy)’, ‘Build a regional cooperation and joint promotion with contiguous region (WO Strategy)’. In accordance with this result, the governments and constructors may more focus on how to provide a differentiated service or experiences compared with both domestic and foreign tourist attraction sport.



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A‘WOT 기법
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Southwest Coast Tourism & Leisure City, Promotional Strategy, A'WOT method