پگاه فرهادیان

At the beginning of the third millennium tourism industry has obtained a special place in countries economy and plays an active and effective role in the promotion of cultural structure specially in developed countries. Generally the cities have several tourism attractions and attract many tourism among leisure activities the tourism has the highest variety and soul in one hand the most extensive spatial and local width on the other hand, perhaps it can be said that the tourism specially the urban tourism is along with leisure activities such as purchase, walking and at all and accordingly the tourism planning and management is one of the sensitive, complex and multidimensional tasks that has attracted the urban managers attention, nowadays the tourism is considered as an economic affair. Thus identify of work, activity and it’s purpose is very important because the cities are considered as a place for appearance of economic, political, social and cultural power and stimulus arm of the government. In the present research that is a descriptive- analytic study by means of swat model the pros and cans, opportunities and threats in the Malayer urban tourism have been explained and the obtained strategies of model have been presented. The obtained results indicate that Malayer city as the second city of Hamedan province inspire of having environmental capacities and historical and cultural background is not in suitable conditions from urban tourism point of view.