عنوان مقاله [English]
Tourism as the world's most diverse and largest service activity is the most important source of income and develops job opportunity for many countries around the world. Tourism is referred to as the engine of development, and because of its economic - social importance, it is getting more and more attention and the governments are paying more attention to it. Today, it is one of the main pillars of the world's economy that can directly and indirectly affect the other economic and cultural activities through creating the highest amount of the added value. The planning and development of tourism as an important factor in the process of economizing the social and cultural affairs, and the instrumental, functional and commodity attitude to the nature and culture necessitates the attention to the different views on tourism. Tourism is often used as a tool to stimulate critical economies and boost the developmental activities through the creation of jobs and income. In the routine strategic planning research, SWOT technique is used to propose strategies. This method has some shortcomings such as proposing only one set of identified strategies and excluding other strategies, as well as failing to provide a clear picture of the planning process and its various levels, and failing to identify the underlying (most independent) and most dependent strategies. This study aims to identify the potential of tourism in Bābolsar city and adopt the best strategies according to this potential to plan for the tourism development of this city. This study was applied according to its objectives and according to nature, it was a descriptive – analytic research. The data were collected based on the documentary and survey methods. The data were collected from the four groups of the statistical population (the host community, tourists, authorities and tourism experts). For the analysis of the internal and external factorsو influential on tourism in the Bābolsar City and the formulation of the development strategies, SWOT model was used. Also, to design and explain the identified strategies, interpretive structural modeling and ISM software were used. Based on the results, the diversification strategies (ST) are acceptable for tourism development in the Bābolsar city. With regard to the identified standard strategies (STs) and the interpretive-structural modeling in the ISM software environment, the results showed that the strategy of formulating rules and regulations on how to use the tourism centers is the most fundamental and the strategies of strengthening the tourism infrastructure, the use of experts in planning and development, and improving the service provider centers to tourists are the most dependent strategies in the strategic planning model.