1- , ki.shakarami@alumni.um.ac.ir
Abstract: (24 Views)
In recent years, cities worldwide have engaged in unprecedented competition to attract tourists and have employed various tools to develop their tourism sectors. To succeed in this competitive landscape and become a sustainable tourist destination, cities must focus on their competitive advantage. This study aims to develop a strategic plan for the sustainable development of tourism in Rey County, Iran, by identifying its competitive advantages and analyzing its structure. Data were collected through a combination of literature reviews, expert opinions (the Delphi method), and questionnaires. Micmac software was employed to analyze the structural status of tourism in Rey County, while the MetaSWOT model was used to map the competitive environment and propose final strategies. Owing to the specialized nature of the topic and the complexity of the techniques, 40 experts and academics in the field were selected using a snowball sampling method, and the findings revealed that the tourism situation in Rey County is currently unstable. Key variables affecting tourism status include inflation and economic challenges, proximity to the metropolis of Tehran, presence of the shrine of Shah Abdol Azim, public transportation, and tourism infrastructure. In terms of competitiveness, Rey County ranked lower than Tehran and Damavand in terms of tourist attraction (y-axis), but scored higher than its competitors on the x-axis (socioeconomic development), particularly when compared to Qom. Additionally, at the macro level, the laws and regulations of the country as an Islamic state and tourism infrastructure were found to have the highest strategic alignment with the Rey County's tourism capabilities. Changes in any of these macro factors could significantly alter the current trajectory of tourism in a county.
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