Research on the Development Path of Study Tours for Primary and Secondary Schools based on SWOT Analysis

Intangible cultural heritage is an important symbol of the historical and cultural achievements of a country and nation, and is an important part of excellent traditional culture, while study tours are an important means to make intangible cultural heritage "come alive". With the development of economy and society and the improvement of people's living standard, China has entered a new era of mass tourism. Purely sightseeing-based tourism can no longer meet the desire of tourists to "seek new, different, knowledgeable and enjoyable". Through study tours, primary and secondary schools organize students to get out of campus, expand their horizons and knowledge in a life different from the usual, deepen their closeness to nature and culture, increase their experience of collective lifestyle and social morality, and enhance their self-care ability, innovation and practical ability. In this paper, we analyze the current situation of study tours in Shaoxing city, analyze the current situation and problems of the development of non-heritage study tours in Shaoxing city with the help of SWOT analysis, and propose improvement strategies to help the local study tours develop more healthily.