Sustainable Tourism Development Based on A Strategic Approach Using SWOT Analytical Model (Case Study: Gorgan County)

The SWOT technique provides strategies to improve the management situation by examining and evaluating strengths and weaknesses, opportunities, and threats. Therefore, the current research was conducted to provide a strategic plan for the management and sustainable development of tourism in Gorgan using the SWOT. So, a list of strengths, weaknesses, opportunities, and threats was identified and provided as a questionnaire with a Likert scale which was filled out by the experts. Then, their results were analyzed and weighted. Next, the SWOT matrix was formed based on internal (IFE) and external (EFE) factors, and the best strategies for tourism management in the study area were presented. According to the results, the existence of recreational areas such as Naharkhoran and Alangdareh near Gorgan City is considered the most important opportunity for tourism development in the study area. At the same time, the criteria of low level of sanitary conditions and lack of service facilities in recreational areas is the most important threat related to tourism development in the region. Also, from the point of experts’ view, the existence of beautiful landscapes, numerous waterfalls, and unique forest areas in the vicinity of Gorgan city are the most important strengths in tourism development. On the other hand, the lack of entertainment for tourists and the lack of guarantee for the sustainability of investment in this industry are the most important weaknesses. In this research, strategies and suggestions were presented to improve the current situation and to manage sustainable and successful tourism in this region.