Document Type : Original Article
Authors
1 Academic member, Department of Tourism management and planing, ITOR, ACECR.
2 Researcher of Department of Tourism management and planning, ITOR, ACECR, Mashhad, Iran
3 Researcher of Department of Tourism management and planning, ITOR. ACECR, Mashhad, Iran .
4 M.Sc. on Urban Management Departement, Binaloud High Education Institute, Mashhad
5 Associate professor of RICHT, Research Institute of Cultural Heritage &Tourism, Tehran, IRAN
Abstract
Torqabeh is one of the important tourist destinations as a complement to the tourist chain of Mashhad. This city has a high capacity in the field of tourism, which can be used to develop tourism in Mashhad and its metropolitan area with strategic planning and management. In this regard, this research has been carried out with the aim of developing tourism in Torqabeh Villashahr region with emphasis on the role of strategic management. The current research was carried out in a descriptive-analytical way using documentary studies, questionnaires and interviews, and SWOT technique and quantitative strategic planning matrix were used for data analysis. The statistical population consisted of the local community and tourists (384 people were selected by the Cochran method), experts and specialist (20 people were selected by the snowball method). The findings of this research indicated the existence of major weaknesses and threats in the strategic management of tourism in Villashahr Torqabeh, like other tourism regions, and eliminating these threats requires a systematic look at all aspects of tourism. The results of the matrix analysis of internal-external factors indicated the priority of offensive strategies, which indicates the favorable position of strategic management in this region. The prioritization of the region's strategies showed that paying attention to the natural potentials of the region and paying attention to its context is of particular importance. Therefore, the urban management should examine the advantages of the studied area from different dimensions and take appropriate actions within the scope of tourism development.
Keywords
Main Subjects
)