Feasibility Study of Tourism Entrepreneurship Development in Rural Areas of Darreh-Shahr County: Application of SWOT-AHP Model

The aim of this study was to feasibility study of tourism entrepreneurship development in rural areas of Darreh-Shahr County in order to provide appropriate strategies for its development. The present study was conducted on a mixed (qualitative + quantitative) approach of a sequential exploratory type. Using purposeful and network sampling, 15 key informants in entrepreneurship and tourism participated in deep interview until saturation was reached. Qualitative data was analyzed using SWOT analysis and quantitative data was analyzed using Analytical Hierarchy Process (AHP). Results revealed that conservative and aggressive strategies are needed to develop tourism entrepreneurship in rural areas of Darreh-Shahr County. The AHP analysis revealed that aggressive strategy such as “exhibitions, and local markets for rural and nomads production” and conservative strategies such as “providing long term low interest loans for the development of infrastructural facilities for rural entrepreneurial tourism along” and “attracting local investors for establishing recreational facilities such as parks” is needed for the development of tourism entrepreneurship in rural areas of Darreh-Shahr county.