Tourism Marketing Development Planning by Supply and demand Analytic Approach, Case Study; Mahallat City

successful tourism planning requires marketing. This process has many components and elements; Supply and demand are the most important components. Understanding the absolute and relative importance of supply and demand in tourism marketing process can provide the conceptual framework for understanding the nature of decision-making in tourists and in this way it might be effective in the development of current markets and the prosperity of tourism destinations. This study، adopting an analytical - descriptive approach and utilizing field studies and documents، aimed to identify the characteristics of supply and demand of tourism in Mahallat. It also analyzed their functions through SWOT model. The results indicated that young tourists (under 30 years old) and those with academic educations and tourism markets in neighboring provinces are the most important characteristics of the demand section and the poor performance of supply section is in the provision of infrastructure and lack of adequate facilities and attractions. Final Swot analysis conducted based on research findings in both supply and demand sections indicated that weaknesses with a score of 4. 03 were in the first place and strengths with a score of 3. 84 in the second place and the opportunities and threats، respectively، with the scores of 3. 72and 3. 55 in the third and fourth priorities. Therefore، considering the different impact of these factors، WO practical strategies to exit from the current situation and then SO strategies for creating appropriate space for the development of the tourism of this region were proposed and prioritized for planning.