The Design of TOWS Strategic Model for Rural and Agricultural Tourism Development of Mazandaran Province
2018
Razzaghi Borkhani, Fatemeh | Mohammadi, Yaser
The aim of this study was to design a TOWS strategic model for rural tourism development (Agrotourism, ecotourism) in the Savadkooh and north Savadkooh Counties of Mazandaran Province. This study was a descriptive and analytical survey which through literature review of previous studies and analytical results come from experts and researchers responses in the field of rural tourism, Agrotourism, has prioritized each internal (strengths and weaknesses) and external (opportunities and threats) factors and Provided TOWS strategies. The population of the research was a group of scientific and management experts (=20 experts) with expertise in the field of rural tourism and rural development which selected by purposeful and available sampling technique. The questionnaire was distributed among experts through AHP technique and Saaty's 9-point likert scale. Finally, 16 questionnaires were collected and analyzed. SWOT- AHP technique was used to analyze data and all calculations has been done by Super Decisions software, version 6.2 and Excel software. The results showed that in the criteria evaluation section, strengths, opportunities, weaknesses and threats were ranked first to fourth priority respectively. In formulating strategies using TOWS model due to uncontrolled external factors, tried to focus more on internal control factors. The most important strategies of TOWS model for the rural tourism development based on the general priorities and overall weight were as: Maxi-Maxi (SO), Mini - Maxi (WO), Maxi - Mini (ST), and Mini - Mini (WT).
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