Strategy of Fujian provincial ecotourism development based on SWOT analysis.

Based on the analysis of superiority,weakness,opportunity and threat in Fujian provincial ecotourism development,the paper applied SWOT matrix model to propose its developmental strategies,such as seizing the opportunity under the lead of the government,strengthening regional cooperation to expand tourist market,making regulations to protect ecological environment,and making scientific planning to construct a new framework of ecotourism.