Strategic study of saffron agritourism potentials in Torbat Heydarieh

Agritourism can play an important role in the economy of a region by introduce its agricultural products. In this study, while trying to identify the potential and constraints of agricultural tourism development in Torbat Heydarieh, have been introduced strategies for its improvement and will be taken small step in order to strengthen and introduce Saffron brand Torbat Heydarieh and increase export potential. For this purpose, the SWOT method was used to examine the strengths, weaknesses, threats and opportunities available. After identifying these factors using experts 'and farmers' views, a hierarchical analysis method was presented to prioritize and determine the appropriate saffron tourism strategy and appropriate strategies. The results of the study in prioritizing SWOT factors showed that the strengths of the area among other factors and among the factors underlying the strength of the factor are also the highest importance of saffron fields in achieving the study goal based on both the views of farmers and experts. Also, Quantitative Strategic Matrix Analysis (QSPM) showed that, for the development of Saffron tourism in Torbat Heydarieh, and better known of this product, the conservative strategy with a score of 0.156 was the highest in viewpoint of farmers and has been identified as the most attractive strategy. While, according to expert’s viewpoint, the defensive strategy had the highest rank with a score of 0.288 and was the most appropriate strategy. In general, it is suggested that the time and place of harvesting of saffron fields be introduced using various advertisements in Iran and other countries and for the recognition and branding of this product to all parts of the world, investing and providing appropriate support.