Identifying and prioritizing the key cores of the service sector of East Azerbaijan Province: MSA analytical model

Although the service sector is viewed differently in the development process, it now forms the dominant sector of the global economy. Considering the importance of this sector as one of the major economic sectors and its impact on the development process of the country, this study aims to identify and prioritize the key cores of the service sector of East Azerbaijan province. This research is applied in terms of purpose and in terms of descriptive-analytical study method. In the first step, this research using the analytical model of MSA, identify and prioritize the key nuclei of the service sector of East Azerbaijan province. The results show that among the sub-sectors, the tourism sub-sector as the key core of the service sector. Then the SWOT method examined the strengths, weaknesses, opportunities and threats. of the key core extracted from the MSA analysis and at the end, the strategies presented using the Quantitative Strategic Planning Matrix (QSPM) method are discussed Are prioritized. The research findings indicate that tourism in East Azerbaijan province has not been properly positioned. To progress in this sector, defensive strategies (WT) at the provincial level should be prioritized, aiming to mitigate weaknesses and avoid threats. In this respect, forming an investment development task force in the province is recommended. This, in turn, helps develop tourism hubs, promote health tourism by governmental officials and entrepreneurs, invite domestic and foreign investors and provide investment facilities in the tourism sub-sector in the region