CAJ | 학술논문

由于具备优质资源、优越地理区位和强大市场基础，近年来澳门旅游业发展迅猛，但仍然存在产品单一、承载力有限、发展结构不平衡等多个瓶颈问题。为解决这些问题，实现澳门旅游业持续健康发展，本文采用名义群体法组织民主讨论，结合PEST和平衡计分卡测量澳门旅游发展因素，通过SWOT矩阵分析和匹配后，得出一系列战略举措，在实施SMART目标处理后，归纳战略建议如下：澳门旅游业须加强“世界旅游休闲中心”城市形象宣传、构建多层面与多元化产品体系、大力发展商贸会展旅游、出台鼓励区外高层次人才来澳门发展的政策、制定旅游各领域服务标准、完善澳门旅游人才培养体系和建设智慧旅游项目。
유우구비우질자원、우월지리구위화강대시장기출，근년래오문여유업발전신맹，단잉연존재산품단일、승재력유한、발전결구불평형등다개병경문제。위해결저사문제，실현오문여유업지속건강발전，본문채용명의군체법조직민주토론，결합PEST화평형계분잡측량오문여유발전인소，통과SWOT구진분석화필배후，득출일계렬전략거조，재실시SMART목표처리후，귀납전략건의여하：오문여유업수가강“세계여유휴한중심”성시형상선전、구건다층면여다원화산품체계、대력발전상무회전여유、출태고려구외고층차인재래오문발전적정책、제정여유각영역복무표준、완선오문여유인재배양체계화건설지혜여유항목。
Maeau tourism has been developed rapidly in recent years due to its quality resources, superior geographic location and strong market basis, but now there exist choke points of product singleness, capacity limitation and development structure imbal- ance. Aiming at solving these problems and realizing sustainable and healthy development of Macau tourism, this research organized a democratic discussion by means of nominal group technique, identified factors of Macau tourism development with PEST and BSC, implemented SWOT analysis and reached a series of strategic approaches. After SMART objective process- ing, strategic suggestions were summed up as the following： Macau tourism industry must promote the propagation of city image of a world tourism and leisure center, construct multi- dimensional and diversified product systems, develop the commercial exhibition tourism, introduce policies to attract high level talents from other countries and regions, establish service standards in every field of the industry, improve the tourism talent cultivation system of Macau, and build intelligence tourism projects.