우리나라 연안 크루즈의 SWOT 분석 - 부산항을 중심으로

A Study on the costal Cruise Tour through SWOT Analysis: Focusing on the Busan Port

  This study is to develop the way to promote coastal cruise in Busan Port as the demand of maritime tourism increasing. The main objective of this paper is to promote a coastal cruise in Busan Port by vessel. For the purpose, it applies SWOT/AHP methods. The issues are combined AHP(Analytic Hierarchy Process) and SWOT(Strengths, Weaknesses, Opportunities and Threats) analysis.   The SWOT analysis includes examination of internal and external operational environments. Its result is a list of factors most relevant to the strategic planning situation. A combined method utilizing pairwise comparisons of AHP method is presented when assessing priorities of SWOT factors and the overall priorities of alternative strategies subject to these factors. Also a case study is provided to illustrate the method.   Presented methods are suitable for a variety of different strategic planning situations. The results can be compared with other analyses and new alternatives can be formulated based on these comparisons.   The results of this study are useful for the cruise company to develop more and systematic approaches which could utilize SWOT and AHP analysis. Development of the Coastal Cruise in Busan Port will be a new chance to maritime tourism development for Busan City.