随着人们物质生活日益丰富,越来越多的人开始追求精神生活的充实,选择外出旅游,寻找文化和精神的熏陶,高校旅游成为人们的新宠。本文以厦门大学为例,采用SWOT矩阵分析法,分析其发展高校旅游的优势、劣势、机会和威胁,从高校管理的角度为厦门大学发展高校旅游提供一些理性思考。 As people’s material life is increasingly rich, more and more people begin to pursue the enrichment of spiritual life, choose to go out for tourism, look for cultural and spiritual influence, and make college tourism the new favorite. Taking Xiamen University as an example, this paper analyzes the advantages, disadvantages, opportunities and threats of developing tourism in colleges by using the method of SWOT matrix analysis, and provides some rational thoughts for the development of university tourism in Xiamen University from the perspective of university management.