Setting Strategies for Reviving the Velayat road aimed at Developing Pilgrimage Culture through SWOT Model

The purpose of this research is to find strengths and weaknesses, foreign opportunities and threats regarding historic Hijrah Route of Imam Reza– Velayat Road- between Neyshaboor and Robat-e Torogh, Mashhad. 140 questionnaires has been distributed and collected among statistical population of the current research including managers of organizations and community institutions, professors of the university and advisors who are involved in historical, economic and social and cultural, political and climate aspects of the Velayat Road and tourism. Statistical Analysis of the research indicates that historic landmarks like Qadamgah, holy places and inns, caravanserai and cisterns on the route is considered the most significant strong point and shortage of medical health facilities is the most significant weak point, very high capacity of the Route (Mashhad) is considered major opportunity and lack of strategic plan for attraction of foreign tourists is considered as a most significant threat for reviving the route. SWOT analysis shows that planning for national registration and then world record of the Velayat road, creating systematic mechanism to facilitate the travel and to reduce concerns of the tourists, and aligning the officials with the people of the region could be appropriate strategies for revivaling of the Velayat Road.