عنوان مقاله [English]
Shahinshahr and Meimeh are some of the potential areas for tourism development, which has a high capacity for tourism. One of the most suitable tools and techniques of management and planning is the strategic planning approach. In the present study, using SWOT analysis, the tourism development strategies of Shahinshahr and Meimeh were determined. Internal and external factors of tourism were identified through field surveys and literature studies. The SWOT analysis was applied to identify and weight strengths, weaknesses, opportunities, and threats of area. Then, to prioritize the strategies, the QSPM technique was used by completing a questionnaire and AHP technique in the Expert Choice software. The results of the SWOT were similar to the AHP and indicated that the tourism development plan is in the first area, IE the development strategy.
Introduction : In the macro goals of the country's social and economic development programs, the correct and sustainable use of existing natural resources to improve the quality of life of present and future generations has been emphasized. For this purpose, planning to create balance in the environment of the regions and equip development centers by expanding the infrastructure and production capacity of the environment according to the capabilities, conditions and environmental considerations as one of the important policies of economic development in different regions of the country, is recommended. Today, tourism is a very important industry all over the world and plays a significant role in the economic prosperity of countries. One of the important economic effects of tourism is the rapid growth of job creation, which has been effective in the development and expansion of job opportunities for different segments of society. The strategic-management process can be described as an objective, logical, systematic approach for making major decisions in an organization. It attempts to organize qualitative and quantitative information in a way that allows effective decisions to be made under conditions of uncertainty. Although strategic management is not a pure science that lends itself to a nice, neat, one-two-three approach, the process is widely viewed to consist of three distinct stages: strategy formulation, strategy implementation, and strategy evaluation(David, M.E, et al,2009). A strategic plan provides individuals and groups with a way to deal with future threats and opportunities and their potential impact on the organization or community. In this regard, the present study aims to prioritize the planning strategies in the region.
Material and methods: Shahinshahr and Meimeh are among the suitable areas for tourism development, which have many tourism capabilities in terms of natural, historical, and cultural attractions. The present study uses the strategic planning process of tourism capabilities and functions of Shahinshahr and Meimeh and its surrounding environment, in order to determine practical strategies guideline for tourism development in the study area. Two different techniques including Quantitative Strategic Planning Matrix (QSPM) and strengths, weaknesses, opportunities and threats (SWOT) were applied for this study. To identify strengths and weaknesses, opportunities and threats, interviews with experts and activists in the field of tourism have been done along with the study of related texts and documents. In this paper, the concept of MADM is introduced into SWOT analysis to construct a quantified SWOT analytical method. Therefore, it is constructed according to the four factors of decision making: alternatives, criteria, performance, and weight. Alternatives refer to objects to be compared with. Criteria refer to the key factors of external assessment. Performance structure refers to weights of the key factors. Performance means the performance of the object put into comparison under the evaluation of all the key factors(Chang, H. C and Huang, W. C., 2006). The aim in applying the hybrid method is to improve the quantitative information basis of strategic planning processes(Kurttila, M,et al,2000). Finally, after screening, the most important internal and external factors promoting tourism development in the region were identified. After obtaining the required information, the strengths, weaknesses, opportunities and threats of the region were weighed using the SWOT analytical model. Then, QSPM technique was used to prioritize the strategies by completing a questionnaire and AHP in Expert Choice environment.
Result and discussion: The results of the SWOT showed that the tourism development plan is in the first part of matrix, IE the offensive, or development strategy, which indicates the dominance of strengths and opportunities over weaknesses and threats. Weighing the importance of internal and external factors based on AHP method also presented similar results to the SWOT model. The results of prioritization of strategies based on QSPM method showed that among the proposed strategies, planning strategy to increase the length of stay of tourists in the region, especially overnight stay is in the first priority and a systemic view and synergy to the tourism capacity of the city and surrounding environment in the comprehensive plan of tourism is in the second priority of higher importance. The results of prioritization of strategies by AHP method showed that a systematic and synergistic view of the tourism capacities of the city and the surrounding environment in the comprehensive tourism plan in the first priority (0/292) and planning to increase the length of stay of tourists in the region, especially overnight stay in the second priority (0/270) for tourism development in the study area.
Conclusion: The method used in the study can be applied in similar research related to tourism destination management. One of the strengths of the present study was that the relationship among elements can be helpful in better identifying of the area, and attention to surrounding environment can be useful in providing a more comprehensive approach. The result also showed that some key elements can be considered as strengths and opportunities at the same time and a more realistic view of strategic planning and strategy formulation can be established