Developing Strategies for Tourism Development in the Mountain Areas by using SWOT model and QSPM matrix (Case Study: Mountain Areas adjacent to Tehran Municipality Region 1)

  The existence of mountains near Tehran has created an opportunity for economic development, and is suitable for citizens to spend their leisure time as well. The tourism growth trend in these areas, without taking into account the strategic planning, has led to adverse environmental impacts especially to mountain areas adjacent to Tehran Municipality Region 1 due to uncontrolled utilization. Therefore, the current study aims to assist the management and planning process in area under study
Material and This analytical-descriptive study has been carried out in three stages. In the first step, the Internal and External Factors Evaluation (IFE and EFE) matrixes were prepared to evaluate the current situation. In the second step, the SWOT (Strengths, Weaknesses, Opportunities and Threats) matrix was developed, and accordingly strategies were presented. In the third stage, by preparing the Quantitative Strategic Planning Matrix (QSPM), the strategies were evaluated and prioritized In the IFE matrix the highest weighted score was assigned to “create a structure named specific mountain area in Tehran Municipality Region 1”, and in the EFE matrix “low awareness of tourists about importance of mountains” is the highest. According to the results, 26 strategies extracted. Based on comparison of mentioned strategies, “preparation of the tourism master plan and equipping tourist services in partnership with related organization” is the first step towards strategic management goals in area under study, and “maintaining features and distinctive aspects of the valleys of southern slopes of Alborz with the aim of preserving the diversity of tourism products” is the second priority