The development strategy of rural tourism homestays under the new media platform based on SWOT-AHP

Abstract

The development of rural tourism homestays can alleviate the contradiction between supply and demand of tourist accommodation, improve the tourist experience, and increase farmers’ income, which plays an important role in realizing rural revitalization in China. Based on the questionnaire survey of rural tourism homestays under the new media platform, this study analyzed and verified the important indicators of the strengths, weaknesses, opportunities, and threats of rural tourism homestays, and combined the analytic hierarchy process and the countermeasure quadrilateral method to obtain the optimal strategy for the development of rural tourism homestays under the new media platform. The results show that the weight value of the advantages is 0.531, the weight value of the opportunities is 0.272, the weight value of the weaknesses is 0.146, and the weight value of the threats is 0.051. The conclusion shows that rural tourism homestays in China under the new media platform should adopt a growth-oriented development strategy.