Strategic planning for development of Mashhad city service businesses in tourism sector using Meta-SWOT technique

This research, with the aim of service businesses development in tourism sector using Meta-SWOT technique, is identifying the resources, capabilities and abilities of Mashhad city based on a Resource-Based View (RBV). This research has a practical purpose and has descriptive survey method. The statistical population of the study is Mashhad city experts who are experts in the subject of this research. For data analysis, the Meta-SWOT software has been used. The results indicate that the first service business competitor for tourism sector services is in the field of health services. The presence of the holy shrine of Imam Reza (as), the annual presence of more than 28 million pilgrims in the city of Mashhad and the existence of numerous commercial and recreational centers with a coefficient of importance of 26%, 11% and 9%, respectively, are the most important resources and capabilities. Exchange rate fluctuations, rising inflation, international political sanctions, the growing trend of e-commerce with bubble size 5 have the greatest impact on the tourism business services. Providing tourism services in the context of e-commerce tools, expanding the relationship of domestic and foreign tourists with tourism businesses through B2C websites are presented as some of the most important strategies.