برنامه‌ريزي راهبردي توسعه گردشگري مناطق روستايي شهرستان گناوه

Planning for the development of tourism in coastal and subcoastal rural areas is necessary to take advantage of the natural beauty and resources of these areas and to preserve their delicate ecosystems. Developing a strategic plan for tourism in rural coastal areas requires careful analysis, goal setting, and implementation strategies to maximize potential benefits while minimizing negative impacts. For this purpose, the current research was carried out by conducting a SWOT analysis, which identifies and eva‎luates key factors (strengths, weaknesses, threats, opportunities) that can affect the development of tourism in coastal rural areas. The statistical population of the research includes the people of ten villages of Genaveh city, in terms of tourism, there are more visits and recreational activities in them than others. The size of the sample population was determined to be 124 people using Cochranʹs sampling method. This sample was distributed among 80 rural reents and 44 among tourists. After plotting the components, each factor was scored on a Likert scale based on its perceived impact. Then, in order to calculate the weighted scores, the score of each factor was multiplied by its corresponding weight. This provides a more accurate representation of the agentʹs impact on the overall strategy. The strategic location and religious attractions of the region were the most important recognized strengths. The lack and failure of health, treatment and service facilities was also the biggest recognized weakness. Creating comfort facilities and increasing the acceptance of tourists is the best opportunity, the lack of attention of city officials to the development of tourism and the existence of environmental threats to tourist attractions are the biggest recognized threats. The outcome of internal and external factors makes it more appropriate to adopt least-minimum (WT) strategies that focus on reducing or overcoming internal weaknesses and external threats to achieve desired goals or outcomes. Again, to prioritize strategic options based on their potential impact and feasibility, a QSPM matrix was created, which eva‎luated the attractiveness of each opportunity and threat based on a scale of 1 to 5 and multiplied the attractiveness rating by the weight of each factor to obtain their weighted score. The result showed that for the intended purpose, it is necessary to take advantage of existing capacities, create appropriate communication and interactions, provide advertisements and incentive packages, and create culture

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