MS - SWOT Model Application in Tourism Management Analysis Case Study: Mashhad Metropolis

The civil tourism management is classed as a balance to achievement frame in civil sustainable tourism. Each ineptitude in civil tourism management entails negative consequences. Thus, the importance of civil tourism management study considering to mentioned discussion is a reasonable solution for evaluation position and the other results according to tourism in cities. Related to civil tourism management analysis, there are several qualitative and quantitative models concerning to characteristics of tourism. One of these desirable models is SWOT. This model is used in some geographical researches in recent years. This qualitative model has some limitation. So, the authors have conflated two models SWOT with MADM, named MS- SWOT combination model.Basically, Mashhad Metropolis was viwed by three connected organs such as tourism and cultural herritage organization, Astan Qods Razavi and municipality. The research showed that just Mashhad municipality has positive operation. Two others had weak activities with exogenous system challenge and threats. Some keys and suggestions around management formation of centered tourism in Mashhad have been introduced according on conclusions.