Strategic Compilation of Rural Tourism Development Using SWOT- ANP Integrated Model (Case Study: Savar Village in Bonab County)

Document Type : علمی


1 University of Urmai

2 University of Bonab

3 Mohaghegh Ardabili University


Extended abstract
The importance of tourism in the present era, more than anything else, depends on the economic cycle that has a high potential in the fields of local and international economic dynamics. However, despite significant progress in many aspects of human's life and their ability to solve problems and great challenges, rural areas still face with numerous challenges; because, previous strategies had not been successful in dealing with rural development issues such as poverty, employment, health, food security, and environmental sustainability. One of the strategies used currently in most developing countries, which were implemented in other countries with positive results, is the development and promotion of tourism in the rural areas that have potentiality for tourism. Due to what stated above, to improve development in rural areas, especially in Savar (a village in Bonab, in East Azarbaijan) with its numerous historical, natural and social attractions for tourists, it is needed to take advantage of appropriate strategies and approaches to develop rural tourism considering the circumstances as well as human and natural characteristics.
2. Theoretical Framework
The issue of rural tourism was developed in the 1950s, and it was in the 1960s and 1970s that the economic aspects of rural tourism for farmers and local communities attracted the attentions. Since then, planners and experts in different countries have been carrying out wide activities to attract tourists and develop tourism activities by offering a variety of strategies and approaches as many people believe that tourism development is the only way to develop rural areas and that it can change the direction to growth led by tourism. Thus, tourism is the fundamental element of moving towards rehabilitation and rebuilding of rural areas. Some people see tourism as a part of tourist market.
According to different opinions and theories on tourism and rural development, their objectives and effects, it can be said that rural tourism, on the one hand, is providing new opportunities for many rural areas to revival of rural communities. On the other hand, developments without planning cause social and environmental damage in rural settlements.
3- Methodology
The aim of the present research is functional and the research method is descriptive analysis. In this research, data were collected through using two ways: documentary (Secondary data) and survey (Basic data). Tools used in survey were a questionnaire and an interview. One hundred fifty questionnaires were distributed among the three groups in the local community of Savar village, authorities of cultural heritage, handcrafts and tourism organization of Bonab city, governorate and Municipal of Bonab, Islamic Revolution Housing Foundation of Bonab and also tourists coming to this region (n= 200). Finally, 400 questionnaires were distributed. The next step of study was conducted in two stages: SWOT analysis was used to develop appropriate strategies, and then with ANP approach the strategies were prioritized.
After analyzing the findings, strategic factors were determined and alternative strategies had been developed.
Offensive strategies (OS):
 Codification of development plan of Savar village in cooperation with all stakeholders.
 Paying attention to the demands and needs of tourists and trying to give logical response to needs.
 Identifying tourism potentials of the village and trying to turn these into tourist attractions.
 And etc.
Strategies of diversification (ST):
 Developing programs focusing on providing rural attractions to convert potential revenue source to actual source
 Supporting popular cooperatives (NGOs) in the field of tourism development in the village of Savar
 Trying to use all the potentials of seasons to attract tourists based on the four seasons of the village of Savar
Defensive strategies (WT):
 Reduction of administrative bureaucracy and providing financial incentives to attract and retain private sector
 Developing educational programs to train local forces
 Replacing closed attitude with facilitated attitudes
 Using new advertising and marketing technologies
 Forming think tank attended by government and private experts for planning based on regional realities
Finally, according to assessments that have been made, defensive strategies (WT) with weight of 0/214, has first priority in tourism development planning of Savar village, and after that, the following strategies are as following:
Weaknesses-Opportunities strategic (WO), Offensive strategies (OS), strategies of diversification (ST):
 Offering various incentives to private investors for working on tourism projects of Savar tourist village
 Reduction of administrative bureaucracy to expedite projects and plans for tourism development in the village.
 Development of land transport network and elimination of black spots of the current link road in order to have access to Savar village
 Preparation of comprehensive tourism marketing and advertising programs according to the needs of different sectors, to maximize the effectiveness coefficient of these efforts
 Holding educational and entrepreneurship courses for the local community of Savar village and promoting tourism culture of visitors to the village.
5- Conclusion and Suggestions
The results of the SWOT model represent tourism development strategies of Savar village in four following strategies: defensive strategies (WT), review strategic (WO), Offensive strategies (OS), strategies of diversification (ST). The results of determination of priorities of strategies using the ANP model shows that in planning for the development of tourism in Savar village, defensive Strategies (WT) must be in priority for planners; hence, the most important programs and defensive Strategies for development of tourism in Savar village are recommended:
 Paying serious attention to the development of residential and welfare infrastructure with the aim of satisfying tourists and increasing the shelf life/ durability of them in the village of Savar
 Paying attention to consistent advertising and creation of information tools like designing websites, advertising teasers, and …
 Removing barriers to investment, especially, by supporting the participation of private sector investment in Savar village
 Providing professional training to local community in order to learn how to behave with tourists
 Adopting systematic and holistic thinking among managers, planners, private sector, local community and tourists in order to make decisions based on the facts of this region.


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