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As a new industry, tourism has become a leading industry in many cities and regionsof our country, and promotes the development of the local economy and culture.Eco-tourism is a new kind of tourism. By the advantage of high integrity and uniquenessin the natural environment and resources, Nature Reserve also participates in thedevelopment of Eco-tourism. This form of tourism, which realizes effective coordinationamong social, economic and environment, has become the main trend of tourism.This paper took Yun Zhong Shan Nature Reserve in Fujian province as an example.Firstly, it analyzed the general situation, tourism resource endowment of YunzhongshanNature Reserve. Secondly, this paper analyzed strengths, weaknesses, opportunities andthreats by using SWOT method, according to the internal and external factors whichwould impact YunZhongShan to develop Eco-tourism. Thirdly, this paper extracted theinternal and external factors indicators and carried out SWOT quantitative analysis.Finally, this paper analyzed its Eco-tourism development strategies focus by usingStrategy Evaluation Matrix.The evaluation conclusion is that: YunZhongShan Nature Reserve has goodecological environment with well-preserved natural landscapes, rich resources and hugepotential for the Eco-tourism development and utilization. In YunZhongShan NatureReserve, to develop ecological tourism, its internal advantages outweigh thedisadvantages, while external opportunities and threats coexist. Development strategy,therefore, can be combing the growth strategy with diversification strategy.This study has a certain theoretical and practical significance. In terms of theory, itenriches and supplemented the relevant theories about ecological tourism development.In practice, it has a certain guidance and promotion for Ecotourism development andsustainable development in YunZhongShan Nature Reserve and has a certain referencerole for the other similar Nature Reserve to develop ecological tourism.
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