Destination brands of building homestay: The concept of SWOT analysis

Through the concept of sustainability, health and circulating, the mode of “rebuilding of ancient buildings” has become a new trend in tourism development. From the point of view of the sustainable development of destination branding, this current study proposes the marketing strategy of building homestay as tourist hotels by integrating SWOT, Analytical Network Process (ANP) and the feasibility assessment of Fuzzy linguistics. Through the overall resource planning, combined with the resources such as food, scenery, folk custom and ecological... etc., this will enable to improve the building house from a vacant space to a special one, and shape the homestay culture at the same time.