Analyzing Service tourist performance appraisal of Isfahan using SWOT model
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.
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