IDENTIFICATION OF WEAKNESSES AND STRENGTHS OF TOURISM DEVELOPMENT IN KANDOLEH VILLAGE, IRAN

Abstract

This study aims to identify strengths and weaknesses and provide strategies for tourism
development in Kandoleh village. Investigative method was descriptive and we used from
SWOT model to analyze data. At first, using field studies and documents and using thematic
experts, a list of weaknesses, strengths, opportunities and threats of rural tourism was
prepared. Then, the list in the form of Likert scale questionnaire was designed and we have
distributed questionnaires among tourists in kandoleh village. Then, the internal and external
factors in the development of rural tourism were analyzed. The results showed that the
average for total internal strengths 4.12 and its total weight is 2.16, but the average for total
internal weakness 3.51 and its total weight is 1.74. This shows that rural tourism’s strengths
outweigh the weaknesses. The average for strength was 3.56 and its total weight is 1.81. The
average for threats 2.88 and its total weight is 1.41. In general, higher the weight of the
strengths and opportunities revealed that best strategies for tourism development include the
following: Attention on the development of tourism due to the natural green landscape,
gardens and good climate, increased government attention to tourism, identification and use
of resources according to the specific situation of village, creation incentives to compete with
other regions for tourism development, development and strengthening of roads.