PRIORITIZATION OF STRATEGIES FOR TOURISM DEVELOPMENT BY APPLYING A SWOT-SWARA ANALYSIS: THE CASE OF SOKOBANJA SPA

Abstract

This manuscript proposes the utilization of the SWOT-SWARA analysis for the prioritization of tourism development strategies. The applicability and simplicity of the proposed analysis is demonstrated by the example of the tourism destination of Sokobanja Spa in the Republic of Serbia. By using the SWOT analysis, three decision-makers defined the key sub-factors and development strategies, after which they performed the prioritization of the SWOT factors, sub-factors and strategies by applying the SWARA method. The final results are indicative of the following order of the proposed development strategies: ST1WT2SO1ST2SO2WO1WO2WT2. Applying the proposed strategies by following the given order will contribute to the improvement and further development of the tourism destination of Sokobanja Spa, which is the main goal of the performed analysis.