Mashhad Sport Tourism Strategic Plan Design Using Philips Combined Model

The purpose of this study was to design a strategic plan for sport tourism in Mashhad using a combined Philips model. The combined approach of the Philips model is a strategic planning model, in which each unit first expresses its long-term goals and then identifies the strategies needed to achieve the goals. Finally, before implementing these strategies, they are evaluated against internal and external factors and, if appropriate, planned for them and otherwise eliminated or modified. The research method was a kind of mixed research in the field of strategic management, which was a type of strategic studies. Data collection was done to determine the aims of the study by studying tourism documents and articles and to determine Mashhad's tourism strategies, trends, capabilities and facilities through interviews with tourism managers, sports management specialists and expert managers of sports organizations. After identifying the mentioned cases, the matrix questionnaire was provided to the experts and after collection, 6 strategies due to environmental trends and 4 strategies due to internal capabilities were eliminated. It also ranked the impact of trends and opportunities on strategies. Finally, the research model consisted of 5 main goals, 11 sub-goals, and 14 strategies to plan accordingly. In conclusion, it should be noted that Mashhad has many abilities and capabilities that can be strategically planned for the development of sport tourism, but it should be dealt with extensively.