امین پیرمحمدزاده

Purpose: This study was carried out with the aim of strategic tourism planning in Semnan with emphasis on MICE tourism using Meta SWOT and SOAR techniques. Methodology: The descriptive-analytical method is used in order to conduct this research. The statistical population of the study is divided into three parts. The first part were local residents of Semnan, the second part includes tourists who have considered Semnan as a tourist destination from 2019 to 2020, and third part includes academic elites, managers, staff of tourism part working in different management levels of province. Three-hundred seventy people (three parts) were determined as the statistical sample size using Cochran formula. The method of data collection and analysis of required information is documentary and survey. Meta SWOT and SOAR analytical techniques have been used to formulate the development strategy and explain the goals, resources, capabilities and macro-environmental factors. Findings: According to the obtained results, the most important factors in line with strategic tourism planning in Semnan are government policies, non-responsiveness of infrastructure, increased natural dangers and inflation and economic recession at the macro level. Conclusion: Meta SWOT model is implemented in a program consisting of title window and seven interconnected windows. This tool enables unlimited reviews of inputs, because decision makers change their assessment during a planning activity.

In this research, we try to determine the strategic planning and the most appropriate strategic options for hotels through a case study, considering the current situation of hotel industry in Iran. For this purpose, Parsian Evan hotel, a four star located in Tehran was selected as a case study. Initially, the mission and vision of the hotel were expressed; then a questionnaire was prepared for investigating the internal and external environment of hotel and determining its strengths, threats and opportunities of the hotel and distributed among 5 senior managers in Evin Hotel. In the next step, the information of the questionnaires was extracted and the evaluation matrices of internal and external factors were formulated based on that information. Next, the related strategies were provided after comparing the weaknesses, strengths, opportunities and threats. The most important strategic options were identified based on the views and comments of the above-mentioned senior managers and consultations with two of the elites of the hotel industry in Iran, according to which the SWOT matrix and internal and external factors (IE) were prepared. Finally, the related strategies were introduced and the quantitative strategy planning matrix (QSPM) was formulated by identifying the hotel’ position in the IE matrix. The results of the matrices indicated that Evin Hotel is currently in an aggressive position and can use the most important strategies related to the comparison of strengths and opportunities (SO) to overcome the competitors. In addition to Evin hotel, the top managers of other hotels can also use the presented process for their strategic planning according to their capabilities.