Application of SWOT- QSPM Model in Codifying Tourism Development Strategy of the City of Kashan, Iran

Tourism regards as one of the most important ways for developing and growing economy in the world، but because of abundant reasons it does not find real position in Iran. Hereon، the city of Kashan in spite of having proper geographical and historical conditions and Iranian original architecture، historic homes، mosques، ancient hills، crafts، special rituals like Glabgyry and qali shuyan، and plenty of other historical، cultural and natural، could not in consistent with the very high potentials transform its tourism industry. The purpose of this study is surveying the advantages and limitations in the development of Kashsn tourism centers and selecting appropriate strategy in order to outreach tourism industry in the area. This research based on combinatory model of SWOT strategic analysis and QSPM strategic planning model، deals with surveying library study findings and results of one field scrutiny via questionnaires distribution among tourists، and interviewing with tourism experts، as well. Analysis of SWOT model shows the city despite having the capacity to change into one tourism sample area in national and international level، faces with multiple decision makers، management weaknesses، the lack of stability in the area tourism management، inadequate physical and environmental infrastructures، as major obstacles in order to achieve this goal. At the same time، QSPM selected strategies prioritization matrix indicates out of five chosen strategies، the strategy entitled “Emphasis on the Development of Cultural- Historic Tourism، because of the Comparative Advantages of this Type of Tourism in the Area” is of high priority than other the strategies.