Determining Optimal Strategy for the Development of Marine Tourism with the Use of a Consolidated Approach of SWOT- ANP (Case Study: Kish Island)

Planning for the development of marine tourism depends on a careful review and knowledge of the region and requires access to an outstanding model for analysis. In this study consolidated approaches SWOT- ANP for determining most appropriate strategy for the development of marine tourism in Kish Island. Since the SWOT model analysis is not suitable for internal factors (strengths and weaknesses) and external (opportunities and threats) classification and the results are often incomplete list of internal and external factors, so it cannot comprehensively evaluate strategic decision making process. Therefore, in this study, in order to eliminate defects of SWOT model ANP technique is used. In fact, the network analysis between the strengths, weaknesses, opportunities and threats establishes a dependency. Present research is applied in terms of goal and is descriptive-analytical in regard of study method and way of implementing. Based on research results, the best strategy for the development of marine tourism in the Kish island, is the strategy WO (benefit from political and management power to coordinate marine tourism related organizations, the development of marine transport in order to earn foreign exchange and investment capacity to ensure the welfare for tourists) and has the weight of 0/501. Addition to strategy SO 0.473 weights is an alternative strategy.