Application of SWOT model in analysis of factors affecting the ecotourism industry development in Shadegan wetland

Ecotourism is the new branch of tourism industry that the main motivations of it are tourism, observation and enjoy the natural and cultural landscapes and it is one of the new sources of revenue based on sustainable development. It is environmentally responsible travel that promotes the environment preservation. Shadegan wetland can became the one of the major hubs in ecotourism because of unique landscape of flora, cultural attractions, having beaches and adjacency of Persian Gulf countries. The aim of this study is investigation the strengths and weaknesses, and also threats and opportunities arising from the development of ecotourism industry in Shadegan wetland and analysis of these factors using of SWOT model. In this evaluating model, strengths, weaknesses, opportunities and threats are the best strategy for the strategic planning process. Firstly based on visits, strengths, weaknesses, opportunities and threats of ecotourism were recognized in wetland. Then based on experts and tourists ideas, weights and scores and given to each factors. The weighted factors were calculated by multiplying of weight of each factor on its score. Based on results of analysis of internal factors(with final score of 2.9) and external factors (with final score of 3.06), it was clear that Shadegan wetland has potential to become one of the main ecotourism hub with integral management based on environmental, social and economical ingredients.