Abstract
Nowadays, tourism-led economic growth has become a major outcome of the public policy. Researchers have recently begun to address the development of tourism from a perspective that is based on economic, cultural, social, and environmental sustainability. This paper aims at presenting a strategic approach that can help to develop sustainable tourism at touristic destinations. In order to pursue our aim, the A’WOT (AHP-SWOT) hybrid method, developed in combination with SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and the AHP (Analytic Hierarchy Process) method, was used. SWOT analysis was used to determine the significant strategic factors, and the AHP method was applied to prioritize these factors. The province of Zonguldak, located in Northwest Turkey, was chosen as the research area to suggest tourism strategies that can be sustainable by means of the application of the A’WOT method. Proposed strategies for the research area are related to product diversification and event management, the image of the destination, a sustainable visitor management system, promotion and branding strategies, partnerships, and cooperation. The results illustrate that the dependent economic structure may be broken down with the development of the tourism industry and, therefore, that some strategic initiatives are required to achieve sustainable tourism in the province.
Highlights
As the impact of sustainable development on the world’s future is better understood, each industry is encouraged to find a solution for sustainability in its own field
The key strategic factors were determined by means of SWOT analysis; the decision hierarchy was built through the Analytic Hierarchy Process (AHP); the priorities of SWOT factors and groups were calculated via AHP; and the strategies were developed using a TOWS matrix by integrating the region-specific vision statement and the main sustainable tourism goals
A strategic approach for the sustainable tourism development of destinations was presented by means of the application of the A’WOT method
Summary
As the impact of sustainable development on the world’s future is better understood, each industry is encouraged to find a solution for sustainability in its own field. Sustainability has become one of the most important strategic issues for many industries [3]. Tourism, which is regarded as an indispensable industry for both economic and social development, may have a positive effect on employment, gross revenue, and production. That is why it is important to focus on sustainable tourism as a significant issue. Such reasons as disruption of the ecological balance due to global warming, the loss of social values, and the failure to preserve natural, historical, social, and cultural assets make sustainable tourism a necessity [7]
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