Proposing the strategies for sustainable development tourism of coastal recreational fishery: a case study of Qingshan fishing village, Qingdao, China

Name: Wen, Zhaoyun

Organization : Mahanakorn University of Technology. International college

Name: Chuensumon Bunnag

Organization : Mahanakorn University of Technology. International college

LCSH: Tourism

LCSH: Sustainable development

LCSH: Fishing villages

Abstract: This study aims to: (1) analyze the current state of recreational fishery tourism in Qingshan Fishing Village; (2) evaluate its internal and external influencing factors; and (3) propose sustainable development strategies. A qualitative research approach was employed, incorporating in-depth interviews with 12 stakeholders. To identify key drivers and barriers, the study utilized a combination of weighted SWOT analysis, TOWS Matrix, Quantitative Strategic Planning Matrix (QSPM), and PESTEL analysis as part of the situational analysis model. Findings reveal that, despite Qingshan’s abundant tourism resources, distinctive culture, and ecological assets, it faces limitations such as insufficient infrastructure, weak service systems, product uniformity, talent shortages, and transportation challenges. External opportunities include rising market demand, ecotourism growth, and cultural-tourism integration, while threats stem from intense competition, delayed digital transformation, and commercialization pressures. Based on these insights, the study recommends strategies such as diversifying recreational offerings, integrating ecological and fishery elements, advancing smart tourism, enriching cultural and immersive experiences, fostering local talent, upgrading infrastructure, and enhancing marketing and product differentiation to promote sustainable tourism development

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Created: 2568

Modified: 2026-01-14

Issued: 2026-01-14

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BibliograpyCitation : วารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา. ปีที่ 14, ฉบับที่ 2 (ก.ค.-ธ.ค. 2568), หน้า 103-123

eng

Spatial: China

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