Abstract
This paper presents the results of integrated SWOT analysis and Multi-criteria Decision Analysis (MCDA) model, employed for defining the development of resort Stara Planina in Eastern Serbia and which was based on final report of previous expert study for this touristic destination. In accordance to defined SWOT factors and sub-factors six resulting strategies were generated as: SO strategies (based on the sub-factors of strengths and opportunities), WO strategy (based on the sub-factors of weaknesses and opportunities), ST strategies (based on the sub-factors of strengths and threats) and WT strategy (based on the sub-factors of weaknesses and threats). Relative importance weights of the SWOT factors and sub-factors were obtained by Analytic Hierarchy Process (AHP) model, as well as the ranking of identified strategies was performed by several experts. The results indicate that following sequence of strategies: SO1 → SO2 → ST1 → ST2 → WO1 → WT1, should be realized to complete the main goals for strategic development of the touristic destination Stara Planina.
Highlights
Tourism is a growing industry which accounts for 5% of the world GDP and approximately 30% of the total export (Antonakakis et al, 2015)
Tourist destination Stara Planina, located in Eastern Serbia on the border with Bulgaria, is an attractive area with a perspective to enter as a tourist destination on the world tourism scene among relevant tourist sites, if a professional planning and development procedure is carried out in accordance with the rules followed by the similar already renowned destinations, together with the application of the valid quality standards (Bayol et al, 2000; Ghanian et al, 2014)
For the selection and prioritization of the development strategy of the tourist destination Stara Planina, data was gathered from the prefeasibility study on the plan of tourism development in Stara Planina (Horvath, HTL, Zagreb, 2007) and decree of the Government of the Republic of Serbia regarding the program of mountain tourism development in the Stara Planina
Summary
Tourism is a growing industry which accounts for 5% of the world GDP and approximately 30% of the total export (Antonakakis et al, 2015). Tourism development Strategy of the European Union by 2020 (Lisbon Declaration) predicts the development of different regions in Europe by 2026 with adequate incentives (Sipilko, 2014). Tourist destination Stara Planina, located in Eastern Serbia on the border with Bulgaria, is an attractive area with a perspective to enter as a tourist destination on the world tourism scene among relevant tourist sites, if a professional planning and development procedure is carried out in accordance with the rules followed by the similar already renowned destinations, together with the application of the valid quality standards (Bayol et al, 2000; Ghanian et al, 2014)
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