Compilation of tourism destination development strategies with Fred. R. David model approach, a case study of Tehran city

Master's thesis in the field of tourism management, planning and development

Spring

1391

Abstract

In today's world, the program‌ Strategic planning is considered as an important building block for development, and it is necessary for current and future managers to be able to apply it in a scientific manner by acquiring sufficient knowledge of its elements. In general, strategic planning is the formulation of long-term plans in order to effectively manage environmental opportunities and threats, taking into account internal strengths and weaknesses. Since the tourism industry, as a dynamic industry, has occupied an important part of the economic activities of developed and developing countries, the importance of developing strategies for the success of destinations has doubled. Therefore, in this research, using Fred R. David's strategic planning model, strategies for the development of tourist destinations in Tehran were identified and prioritized. For this purpose, by using the Delphi method, during three stages, Tehran tourism experts and specialists were surveyed in the field of identifying internal and external environmental factors (opportunities, threats, strengths and weaknesses) and determining the rank and importance coefficient of each, and the results of this survey were analyzed using the Chi-square statistical method and frequency and average indicators. Then, using Fred R. David's model, the process of developing a strategy was carried out, and finally 8 competitive strategies were prioritized according to the final score.

Key words of the research:

Strategic Planning, Tourism Planning, Destination, Development, Delphi, Strengths and Weaknesses, Opportunities and Threats (SWOT)

EMAIL: SZ1360

Chapter One: Research Overview

Introduction

  The first chapter of this thesis deals with the overview of the research plan, which will determine the concept and structure of the subject under investigation. At the end of this chapter, the reader will be able to get enough information from the different parts of this chapter, which include the statement of the problem, the necessity and importance of the research, the research background, objectives, questions, methodology, the scope of the research, the process of conducting the research, the specific vocabulary of the research plan, and the obstacles and limitations of the research. It should be noted that the above main parts are explained in a more complete manner in the following chapters. 1-1-Statement of the problem Economic development in any country requires investment in various economic sectors and activities of that country, and without investment in infrastructure and superstructure projects, one cannot expect to expand employment, production and economic prosperity. To achieve this goal, many countries in the world have a strong desire to attract foreign capital. Investing in tourism infrastructure and using regional potential to attract tourists is one of the appropriate ways for this purpose. The development of tourism as a set of economic activities has a significant impact on strengthening the economic foundations of societies (Ebrahimzadeh, Agassizadeh, 88:108). awareness  The fact that tourism provides a very suitable and considerable source of foreign exchange income to a country's economy has caused tourism to find a very broad concept in social, economic and cultural dimensions and to be considered as an industry (Tahmasabi Pasha and Majidi, 2014). can also At present, tourism has been called as the most extensive service industry in the world (Kazemi 2016), which brings benefits such as increasing GDP, foreign exchange, creating employment, increasing government revenues, protecting the environment, improving social welfare, preserving cultural heritage, cultural exchange, and strengthening local culture. In addition, many development planners and policymakers also refer to this industry as the main pillar of sustainable development. This importance has caused a close and intense competition at the international level following the increase of special benefits and income from tourism activities. It should be noted that the development of the tourism industry is more important, especially for developing countries that are facing problems such as high unemployment, limited foreign exchange resources, and a single-product economy.Considering that the economic structure of Iran after the exploration and exploitation of oil resources has been heavily dependent on the export of oil and the resulting oil income, and the efforts made to get out of this situation and adopt non-oil economic policies have not yielded much results, now to create an all-round and sustainable development as well as to replace a new source of income instead of oil resources in the country, the development of the tourism industry becomes important (Ebrahimzadeh and Aghasizadeh, 109:88). Because Iran is a land of four seasons with a civilization that is thousands of years old (Zangi Abadi and Vidigan, 1389: 1). However, it still has not been able to get its real place in the world. According to the provided statistics, about 3  Billions of trips are made, of which 700 million are international and 800 million are domestic. From the set of these international trips, the share of Iran  One million and five hundred thousand trips, that is, about 2% of the global share (Pourkazmi and Rezaei, 28:85).

  An investigation into the state of Iran's tourism industry indicates that Iran ranks 86th among 174 countries in the world in terms of the share of the tourism sector in the gross domestic product. Therefore, in order to achieve tourism development, develop strategies that are appropriate to the environmental factors of the tourism destination. becomes necessary Because strategies can determine what type of tourism and where it should be developed, how many hotels and other facilities should be added and what type they should be, strategies can also take into account other aspects of the tourism industry (Noha Grohsinzadeh, 155:88). For this purpose, in this thesis, the issue of developing tourism destination development strategies with the Fred R. David model approach (Tehran case study) has been discussed. 2-1- Importance and necessity Topic

  Managers in the post-industrial era and the development of global trade have faced unfamiliar and surprising trends and events, in an era where the accelerating song of change and the presence of multinational companies with the slogan "Think globally, act regionally" It has created a new atmosphere of developments and management theories, and the rules of the environment have confused the traditional competition. The main concern of analysts and managers is to recognize the nature of changes and implement effective strategies to deal with new challenges, challenges that are not answered by solutions based on past experiences (Robinson, 2008). Today, managers have paid attention to the strategic management process in order to effectively deal with such challenges that affect the ability of their organization to earn profit and develop activities. They believe that the said process helps to optimize the position of the company in the competitive environment and gives managers the ability to predict changes and transformations more accurately, and increase the organization's readiness against unexpected internal and external events (ibid). Currently, the most important concern of most organizations is to formulate and implement strategies that guarantee their success and survival in changing and complex environmental conditions. Strategic planning provides a tool for organizations to formulate and follow the implementation of strategy in various aspects of the organization and manage their strategic performance (Amini and Bazabavil 19:88). This complexity reflects the increasing growth of competition, greater involvement in the economy and international trade. The mentioned processes were greatly improved in the 1970s. Concepts and tools such as: "long-term plans" , "New Investment Management" , "planning, planning and budgeting" and" Ghani's market policy It was given serious attention that strategic management was obtained from summarizing and integrating all these processes (Robinson, 2007). Thinkers listed several reasons regarding the necessity of implementing strategic management in organizations, including the following:

v  Changes and developments in today's world

v  The increasing risk of errors

v  The high cost of mistakes

v  Economic problems

v  lack of resources

v  Governments' need to increase revenue sources

v  Reducing dependence on income from the export of raw materials such as oil (Arabi and Shirkhani, 88:38)