摘要：As an important measure of rural development, rural tourism plays an essential role in rural revitalization. Located in the birthplace of the founder of the Confucian School, Nishan Town has significant advantages in cultural tourism. In recent years, Nishan Town has developed rapidly and has been selected as one of the top 100 characteristic towns in the country in 2020. Although the development of Nishan Town has many advantages, it also faces severe challenges. Based on field investigations, this article conducts the method of SWOT analysis in the development of Nishan Town’s tourism industry. Result shows that Nishan Town’s resources and location are richly endowed by nature; taking the opportunity to hold the CCTV Mid-Autumn Festival main venue, it has grown quickly. However, the low quality of workers and fierce competition have restricted the development of Nishan Town. According to the growth, reversal, avoidance and defensive strategies analyzed by SWOT, this article proposes countermeasures in order to provide a reference for the development of tourism in Nishan Town.
