Urban tourism development challenges and strategies based on SWOT-QSPM model (case study: Ahvaz metropolis)

The river passing through a city is a unique opportunity for the development of tourism, and it is essential to maintain the dynamics, quality and quantity of this natural resource in order to continuously benefit from it over time. Ahvaz metropolis has created special conditions for the urban tourism industry due to the Karun river passing through it. Based on this, this research aims to examine the challenges and strategies of tourism development in Ahvaz metropolis. The research method of this research is descriptive-analytical (documentary-survey), including library studies, designing and completing questionnaires and determining existing strengths and weaknesses, opportunities and threats. The method of collecting information is using official sources for quantitative data (questionnaire and interview) and the work technique is SWOT-QSPM model. The findings showed that the attraction of private sector funds in order to protect and maintain tourist attractions and increase economic attractiveness, improve the level of protection of tourist attractions through integration and inter-organizational cooperation and increase the market share of Ahvaz metropolis. Domestic and foreign tourism of the province and the country is presented through the improvement of the quality of tourist attractions and electronic and advertising tools as outputs of this diversification strategy in order to solve the challenges.