elnaz ebrahimi pourfar

The rapid expansion of cities and uncontrolled population growth have led to numerous challenges. Therefore, urban tourism, especially in developing countries like Iran, presents an economic advantage that can accelerate the development process. Given that the city of Hamedan holds significant potential as a major tourist attraction, this study aims to investigate, identify, and analyze the factors influencing urban tourism development, assess the strengths, weaknesses, opportunities, and threats (SWOT) in tourism, and propose strategies to enhance the tourism industry in Hamedan. The research methodology in this study combines both field and analytical approaches. In the first phase, research hypotheses and indicators were distributed via questionnaires among 355 tourists, and their correlations were analyzed using Spearman's rank correlation test in SPSS software. The questionnaire's validity was established as face validity, and reliability was assessed using Cronbach's alpha, resulting in values of 0.70 for the first hypothesis, 0.68 for the second, and 0.73 for the third. The results revealed no significant relationship between the development of Hamedan's tourism industry and the indicators of the first hypothesis. Additionally, the third hypothesis, suggesting low satisfaction among tourists with urban services in Hamedan, was rejected. However, the second hypothesis, which posited a significant relationship between the integration of tourism organizations and the development of Hamedan’s tourism, was confirmed. In the second phase, the SWOT analysis and the internal-external factors matrix (IEFM) were used to propose strategies for improving tourism industry in Hamedan. Subsequently, the strategies were prioritized using the QSPM method. The results indicate that attracting private sector investments to enhance accommodation and recreational infrastructure and leveraging the city’s rich historical, cultural, and natural attractions are among the most significant strategies for advancing Hamedan’s tourism industry.