Devising the Promotion Strategy of Tourism Industry in Qeshm Free- Zone with SWOT Model (in Persian)

Today tourism industry as the world’s most widespread service industry is regarded as one of the crucial sources of economic rise (besides employment, earning foreign exchange incomes, poverty alleviation …) and an important factor of enhancing social interactions and exchanges. Appropriate strategies should be devised for the districts enjoying potentials for tourism in such a way that they may flourish their socio-economic prosperity to maximize the benefits of this industry. Qeshm Island with an area of 1491 square kilometer is located on the north of the Strait of Hormoz. Qeshm beside three other islands, namely Hormoz, Hengam and Lark compose Qeshm Township of Hormozgan Province, Iran. In this paper, a comprehensive strategy devise framework has been used to strategize tourism industry of the district. At the outset, a tourism mission statement of was assigned for Qeshm Free Zone. Next, in the admission phase, the matrixes of External Factors Evaluation (EFE) and Internal Factors Evaluation (IFE) were taken into account. Later, the gathered data were compared and verified through the use of SWOT matrix, as well as internal and external matrixes (IE). In the final stage of decision-making, Quantitative Strategic Planning Matrix (QSPM) was employed to recognize various options of strategy. The options were comparatively evaluated in contrast together. Consequently, the research recommended that the best strategy for tourism industry promotion in Qeshm was the one that includes: the expansion of ecotourism and tourism therapy in the district