Forest Wellness Tourism Development Strategies Using SWOT, QSPM, and AHP: A Case Study of Chongqing Tea Mountain and Bamboo Forest in China

Abstract

Forests drive tourism growth in China, offering ecologic and economic benefits over urbanization trends. Wellness tourism, aligned with UN goals, thrives in forest settings, though challenges remain, particularly in the underinvested forest regions of Western China. This study aims to identify and rank the forest wellness tourism industry development strategies for Chongqing Tea Mountain and Bamboo Forest National Park in China. The SWOT method was used to construct the strategy, while the AHP method and QSPM matrix were used to rank the selected strategies. The data used in the analysis were the survey questionnaire data of 356 individuals to construct the model to identify the strategies, and the interview data of 23 experts to rate the strategies using the Delphi method. The effectiveness of eight internal and seven external factors for forest wellness tourism was evaluated. The survey results highlight the most significant advantages of the Chongqing Tea Mountains and Bamboo Forest as being its “beautiful natural and unique scenery”, and its most significant shortcomings as its “insufficient supporting facilities and weak infrastructure”. The QSPM matrix analysis reveals that the ‘offensive strategy’ is the best. The results also emphasize the importance of “Protecting the diverse tourism resources to keep the market prospect and promote wellness industry development” in the study areas. Therefore, the potential of developing forest wellness tourism in this area should be considered and included in the agenda of policy makers to strengthen the development of forest wellness tourism, improve the economic status of the tourism of the jurisdiction, and create employment opportunities in tourism-related businesses.