Analyzing Service tourist performance appraisal of Isfahan using SWOT model

1.772 525


Abstract. Because of the great monuments of Isfahan, it is one of Iran's most important areas of tourism and in addition to Iran, it is also known internationally. A large number of domestic and foreign tourists are always welcomed. Isfahan has a great potential to attract domestic and foreign tourists that multiplicity of historical and natural attractions, cultural diversity, also relatively good infrastructure and urban public transport, especially in urban and suburban areas, lodgings and catering, tourism offices and shopping centers, etc. can be mentioned. The role of travel agencies in the provision of services to tourists is very important. The city has more than 130 offices tourism working at adjustment of programs in the field of travel, travel tickets, store locations, visa, setting domestic and foreign travel and other work group. However, the offices of the problems, shortcomings and obstacles in providing a variety of services and attract tourists. This study has been developed to evaluate the city's tourism offices using SWOT model and covered to assess the strengths and weaknesses of the offices and provides strategies to improve the quality of services. Thus steps have been taken to improve services and met the needs of tourists and develop and grow the tourism industry, especially in the service sector. Research method in the study is analytical-descriptive in which, library research and field data collection needed to be addressed. To analyze the data and to draw the relevant tables and charts, Excel and SPSS software and GIS for mapping are used. Analysis of the results of SWOT model, reflect the relative satisfaction of tourists of Isfahan tourism facilities and services offices. At the same time, also identified weaknesses in these offices. The results show that despite the power of the city, great capability in the field of tourism, both natural and man-made attractions, as well as the infrastructure required for this industry, due to poor management and planning and lack of optimal use of the potential and possibilities has not yet been successful in terms of attracting tourists’ satisfaction. Existence of numerous tourism offices cannot be a factor in attracting tourists and develop the tourism industry, but several other factors also are effective that this can provide tourists satisfaction and cause the thriving in tourism industry, and provide economic development of the country. Attention to the development and promotion of quality of the tourism services can be fundamental to the growth and the city tourism.


tourism industry, service providing agencies, Isfahan city, SWOT

Full Text:



Statistics manual of Isfahan (2010), Isfahan Municipality, Department of Research and Information Technology, Office of Statistics and Data Analysis.

Eftekhari, R., and Mahdavi, A. (2006), approaches to the development of rural tourism (Case study of small Lavasan village), using SWOT, Journal of Modarres, Tarbiat Modarres University, No. 45.

Hekmatniya, H., and Mousavi, M. N. (2006), using the model in Geography with an emphasis on urban and regional planning, Publications of Elm-e Novin, Yazd.

Rezvani, A. A. (1995), geography and tourism industry, fourth edition, Payam Noor University publications, Tehran.

Ranjbariyan, B., and Zahedi, M. (2005), tourism marketing, First edition, Chahar Bagh publications, Isfahan.

Zahedi, Sh. (2006), the principles of sustainable tourism and ecotourism (with an emphasis on the environment). Allameh Tabatabai University, Tehran.

Organization of Cultural Heritage, Handicrafts and Tourism of Isfahan (Statistics of 2013).

Sajadi Naeini, S. M. (2008), History of Isfahan, Recreational and Cultural Organization of the Municipality of Isfahan.

Omrani, M. (2005), looking for of urban identity of Isfahan, to the efforts of the National organization of Land and Housing, Department of Housing and Urban Development, Tehran.

Qarehnezhad, H. (2007), An introduction to the development of tourism and hospitality, First edition, publications of the Azad University of Najaf Abad.

Golkar, K. (2005), appropriate techniques of SWOT analysis for use in urban designing, Journal of Seffeh, issue 41.

Mobaraki, O. (2007), Melkan city spatial planning, MA thesis of urban planning Geography, University of Isfahan.

Maskani Jeifroudi, H. R., Ariamanesh, L. (2008), Guide to use ArcGIS 9.X (preliminary), first edition, published by Jahad-e Danshgahi of Mashhad.

Vella, F., and Lionel Becherel (2005), international tourism, translated by Mohammad Ebrahim Goharian and Mohammad Mehdi Ketabachi, Publications of Amir Kabir Institute, Tehran.

Hangr, J. David and violin, Thomas L. (2005), the strategic foundations of Tehran, translated by Mohammed Erabi and Davoud Izadi, Publications of the Cultural Research Bureau of University Studies of Tehran.