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have succeeded in improving the international
competitiveness of Swiss tourism.
If revenues from cross-border tourism are used
as the yardstick, then Switzerland remains one of
the top ten tourism countries in the world, and has
been so for quite some time. This country also
holds the record for the highest value added per
employee. With approximately 75 million overnight
stays, 2.5 million beds in hotels or other
forms of accommodation including second homes,
and a great variety of experiences on offer in some
unique destinations, Switzerland will remain one of
the world's most important tourism countries in the
foreseeable future.
SWOT analysis
PETER KELLER, SWITZERLAND
Strengths, weaknesses, opportunities and threats
�SWOT) analysis is a synthesis technique used to
identify potential management opportunities for a
business, property or organisation as part of
strategic planning, management or marketing.
The technique is applied systematically to
summarise the major SWOT that have been
examined from other analyses of the business, such
as market, site and competition analyses. A matrix
is developed that allows for cross-referencing
information from various analyses to determine
common themes. The major and recurring themes
build to become the SWOT of the business.
To illustrate the nature of the analysis, examples
of this analysis are presented here in the context of
a community better positioning itself for tourism.
Strengths are characteristics that give the community
competitive advantages such as a unique recognisable
historical district or close proximity to natural
and historical attractions. Weaknesses are aspects of
the business that have performed poorly or not to
expectations. For a community, this may be a
poorly organised hospitality sector, or little
available accommodation. Opportunities are
usually the result of a combination of strengths
and weaknesses. For example, with a limited
accommodation capacity and a unique historical
district there may be opportunities to develop
charming bed and breakfast inns in the
community. Threats are more difficult to identify
since many threats are usually external factors
�economic, environmental, and political) that
cannot be controlled by the community, but must
be considered in the analysis process. In the case of
the community, they may include a weak regional
economy or restrictive historical legislation.
The adaptability of the SWOT analysis makes it
a valuable strategic tool for all types of tourism
businesses and organisations from a resort to a
national tourism organisation. In addition, it can
be applied at a micro level to one business function
like marketing, as well as at a macro level to
address the strategic positioning of an organisation.
See also: strategic planning; strategy
formulation
Further reading
Bryson, J. �1990) Strategic Planning for Public and Non-
Profit Organisations:A Guide to Strengthening and
Sustaining Organisational Achievement, San Francisco:
Jossey-Bass Publishers. �Describes the SWOT
process in more detail in the context of
organisational restructuring.)
symbolism
symbolism 569
ROBERT A.G. WONG, CANADA
A symbol is something considered as representing,
typifying or recalling something else by association
in fact or thought or because it has comparable
qualities. The same symbol may represent something
concrete and something abstract. Thus the
Great Wall of China is an icon of and for China.
The first word signifies the greatness of a culture
with an unbroken heritage stretching back five
thousand years. The second word signifies the
strength and endurance of that culture. Combined,
the three words encapsulate all that is Chinese,
moving the symbol from the concrete �a wall built
for military purposes) to the ideas, philosophies and
histories of that nation and its people. Globally, the
Wall, as one of the wonders of the world,
symbolises all humankind's heritage. Touristically,
it is a compelling symbol for visitation both by
Chinese �akin to a pilgrimage) and by interna