The purpose of this study is to evaluate the critical factors in strategic planning and to utilize them in developing effective strategies for Chuncheon, a tourist destination in South Korea. It would be crucial for policy makers to understand the relative importance of environmental factors. To support their decision making process, a SWOT analysis was used in combination with an analytic hierarchy process (AHP) in this study. Fifteen SWOT factors and the relative weight of SWOT groups were examined through focus group interviews with policy-makers in Chuncheon. The result can be utilized to prioritize factors to develop effective strategies in Chuncheon or similar tourist destinations.