SWOT - AHP model for prioritization of strategies of the resort Stara Planina

Abstract

This paper presents the results of integrated SWOT analysis and Multi-criteria Decision Analysis(MCDA) model, employed for defining the development of resort Stara Planina in Eastern Serbia andwhich was based on final report of previous expert study for this touristic destination. In accordanceto defined SWOT factors and sub-factors six resulting strategies were generated as: SO strategies(based on the sub-factors of strengths and opportunities), WO strategy (based on the sub-factors ofweaknesses and opportunities), ST strategies (based on the sub-factors of strengths and threats) andWT strategy (based on the sub-factors of weaknesses and threats). Relative importance weights ofthe SWOT factors and sub-factors were obtained by Analytic Hierarchy Process (AHP) model, aswell as the ranking of identified strategies was performed by several experts. The results indicate thatfollowing sequence of strategies: SO1→ SO2→ ST1→ ST2→ WO1→ WT1, should be realizedto complete the main goals for strategic development of the touristic destination Stara Planina.