The identification of agritourism capacity in the Jahrom city by using TOWS method

Nowadays, agricultural tourism is known as a part of rural business a tool for promoting rural economy and welfare of local communities. Farmers through agriculture tourism, entertainment, agricultural activities and products can offer especial experiences of rural lifestyle and culture to tourists. This research indicated the agricultural tourism potentials of the city of Jahrom from the perspective of strategic management and strategic suggestions are presented using the TOWS matrix analysis and prioritization stems. Information needed to determine the internal and external factors of TOWS matrix collected through the idea of experts in the field of tourism and agriculture of Jahrom city and distributed among experts through a questionnaire. In the next step the questionnaire (TOWS matrix) was designed filled in the forms. The results illustrated that invasive strategy, the strategy of preserving the present situation and the strategy of development of agritourism because of well-known of the city of Jahrom as the agriculture center, touristm demand for farmlands and agritourism destinations and organic products is the best strategy to support development of agritorism in the case study. Finally, for these strategies, suitable guidelines and recommendations were presented.