An Analysis of Sports Tourism Attractions of the Province of Khorasan Razavi Using AHP and SWOT Mix Models

Nowadays, tourism activity is considered one of the most important and most dynamic experiences in the world. The purpose of the current research is to conduct an analysis of sports tourism attractions in Khorasan Razavi Province using SWOT and AHP Mix Models. This is a descriptive study and uses a mixed method (qualitative and quantitative). The tool used for this research and in the qualitative phase was a Semi-structured interview and a self-made questionnaire. The statistical population of the research consisted of experts, managers and faculty members of the province. Twenty people form the statistical population were interviewed; through these interviews, the strengths, weaknesses as well as threats and opportunities were identified. In the quantitative phase of the AHP Method a researcher-made questionnaire was used for ranking the items identified.The result showed that one of the most important aspect in enhancing tourism in this province was the existence of Imam Reza Shrine in the city of Mashhad and the main culprit in making this province weak was poor privatization and lack of success in drawing private investors in sports tourism. Moreover, the most outstanding opportunity was deemed to be creation of employment for people and decreasing unemployment. Considering the results achieved, the province of Khorasan Razavi, despite its weaknesses and threats, possesses immense capabilities and opportunities in attracting more tourists; this can lead to more employment and higher income and less unemployment across the province. This of course cannont come to fruition unless the officials of the province help to create more jobs.