Strategic Analysis of Sustainable Tourism Development using the Internal and External Matrix Model and Determination of SWOT Strategy: A Case Study of Shadgan Wetland

Geomorphosites possess the potential to evolve into tourist destinations. Shadgan Wetland, benefiting from favorable weather conditions during winter and spring, attracts numerous tourists. This research aims to evaluate the tourism capabilities of Shadgan Wetland. The opinions of environmental experts and tourists were analyzed using the SWAT model and a Likert-scale questionnaire. The study involved three stages: identification of internal factors (IF) or strengths and weaknesses, identification of external factors (EFE) or opportunities and threats, and assigning weights to these factors. The results indicate that among the external factors, threats carry the highest weight of 2.52, while weaknesses have the highest weight of 3.39 among the internal factors. The strategic approach for this wetland entails a competitive strategy of maximum-minimum (wo) type, whereby officials should aim to capitalize on opportunities and mitigating or eliminating weaknesses.