The Journal of Sri Krishna Research & Educational Consortium
J O U R N A L O N B A N K I N G
F I N A N C I A L S E R V I C E S &
I N S U R A N C E R E S E A R C H
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A STUDY OF TOURISM POTENTIAL
EFFECTIVENESS ON ECONOMIC DEVELOPMENT WITH USE OF
SWOT MODEL (CASE STUDY SEMNAN PROVINCE, IRAN)
IRAJ ESKANDARIN*; Dr. S.ARUN DAS**
*Research scholar, DOS in Geography, University of Mysore, Mysore – 570006. **Assistant Professor, DOS in Geography, University of Mysore, Manasagangotri, Mysore - 570006.
ABSTRACT
Tourism resources which are also called tourist attractions are the main pillars of development of tourism in the Semnan province. Without tourism resources, tourism is meaningless, and these resources, cannot solely lead to development of tourism.
Semnan province benefits special geographical and historical features having a high potentiality in attracting tourists worldwide. The province has cities, which are marvelously, located on the sides of the main roads and passages through which millions of tourists annually pass. Furthermore, the province is situated between the two cosmopolitan cities of Tehran, the capital city, and Mashhad, which are of tourist attractions.
KEYWORDS: Semnan province, Development, Tourism, Potential, SOWT Model.
___________________________________________________________________________ INTRODUCTION
attract the domestic and foreign investors, to form the infrastructural foundations for tourism, especially in less developed areas.
Moreover, tourism can effectively play a role in preventing natural wastage of resources wasting and keeping cultural values. This industry can also have a part in improving the culture, motivating national pride and protecting historical monuments. However, experts should not ignore the negative cultural effects it can have on the host community in the form of cultural conflicts and social dualities.
What seems to be essential is to have stable and long-lasting programs in tourism in which the tourists should pay full attention to the quality of life in the host community, environment, cultural values and people’s business and jobs. This significant job requires local people’s cooperation and observing justice. It should be noted that stability should be maintained in different dimensions such as environment, culture, society and economy and that requires constant cooperation, collaboration, and monitoring.
REVIEW OF LITERATURE
Choi and Sirakaya (2005) recognize that in an era when sustainability for tourism development in destinations seems to be emerging as a major social paradigm, the tools currently developed to measure the positive and negative impacts of tourism may be inadequate. A number of studies have developed their own scales to measure resident attitudes to tourism development (Andriotis & Vaughan, 2003; Chen, 2001; Gursoy et al., 2002; Ko & Stewart, 2002; Lawton, 2005; Produce et.al. 2002). Few studies have replicated measurement instruments in their data collection and their ability to generalize results is limited. To ease this burden, this study uses a nearly identical survey developed by Chen (2001) for an urban destination, the Urban Tourism Impact scale (UTI). This work was based on the survey questionnaires developed by Liu et.al, (1987) and Akis et al. (1996).
Liu et.al (1987) concentrates on the environmental tourism impacts and resident attitudes from extensive survey results and interviews in three international geographic locations: Hawaii, North Wales, and Istanbul. They find that environmental impacts are defined as not only quality of the natural environment, but also the quality of the condition of the man-made environment. Moreover, residents also defined environmental impacts as access to these types of resources.
Akis, et.al, (1996) research focused on the social and economic impacts of tourism impacts. The economic impact statements addressed the perceived changes in investment and spending, standard of living changes, employment opportunities and their distribution between the local people and outsiders to the host community. The social impacts focus on local traditional culture including the exchange of ideas with tourists, and increased understanding among cultures.
STUDY AREA
From north, it is limited to North Khorasan, Mazandaran and Golestan Provinces, from east, it is limited to Razavi Khorasan Province, from south, it is limited to Yazd and Isfahan Provinces and from west it is limited to Qom and Tehran Provinces. Semnan Province has four counties (Garmsar, Semnan, Damghan, and Shahrood), 14 districts, 29 villages and 17 towns.
OBJECTIVE
To identify status quo of tourism potential in Semnan province.
HYPOTHESIS
The tourism potentiality has not been properly harnessed in Semnan Province.
METHODOLOGY
The data analyses has been aptly used to, identify strengths, weaknesses opportunities and threats in terms of economic factors, socio – cultural and geographical – environmental in the Semnan province and then the questions are designed according to the SWOT model for three groups of tourists, officials and the local peoples.
The statistics are prepared according to Morgan Table and after completion of questionnaires by respondents assigning weights to responding as per Likert scale. The data collected from three questioners analyzed using SPSS software. The histogram and frequency table were drawn based on the result, and then according to the percentage of frequency, the question were analyzed.
In second step, for analysis of the fourth proposed hypothesis, those questions which correlated more with the hypothesis were selected and the average of selected question columns were calculated then a new column was devised called (f) and t-test were applied to this column, and according to P-value the hypothesis is decided upon if the P-Value was less than 0.05 we reject the first hypothesis and accept the second one otherwise it is vice versa.
TABLE (1 ): MATRIX OF INTERNAL ELEMENTS INFLUENTIAL ON TOURISM IN SEMNAN PROVINCE
Factors Strengths Weaknesses
Economical 1. Various resources of Tourism which provides the possibility of expanding the market
1. Low banking facilities section of Tourism
2. Desirable demographic characteristics of province such as young population and rate of literacy
2. Insufficient information system and publicity in the province
3. Existence of universities and academies in the province which provide the possibilities of establishment of majors related to tourism
3. Low expertise for those who work in Tourism and insufficient experts in Tourism
4. Lack of using electronic Ads in Marketing with Internet
5. Incomplete and weak participation of private sector in Tourism in the province
Factors Strengths Weaknesses
Social and cultural
1. High Literacy rate
2. Existence of Nomadic life capacity in the province
3. Existence of potential human resource in Southern part of the province for working in tourism.
4. Existence of influential and educated social group in the province
5. Hospitality and possibility of adaptability for attracting tourists
6. Longstanding customs and special rituals among natives
1. Lack of well trained resources in tourism
2. Lack of coherent activity of private sector in tourism
Factors Strengths Weaknesses
Geographic environmental
1. Existence of pass way situation and the transit road which causes millions of passengers to pass this province
2. Difference in height of Southern and Northern regions and the various weather conditions in the province.
3. Abundance of sunny days
4. Variety in vegetation and existence of shrub, woods and grass fields
5. Existence of natural and geological places such as caves, mineral spas.
6. Existence of wild life refuges and ecosystem for rare animal.
7. Road accessibility to tourism attractions
8. Existence of climate comfort in most of the days
1. Intolerable heat in summers in southern part of the province.
2. Lack of vegetation in Southern roads
3. Long distance and lack of service centers to tourists in Southern regions.
4. Limited number of permanent rivers in the province.
TABLE (2) MATRIX OF EXTERNAL FACTORS INFLUENTIAL ON TOURISM IN SEMNAN PROVINCE
Factors Strengths Weaknesses
1. Semnan is located between some high tourist attraction places such as : Tehran Mazandaran and Khorasan and Esfahan
2. Existence of Scientific centers related to tourism in neighboring provinces and the possibility of utilizing their instructors.
3. Existence of necessary experience in tourism in other provinces.
4. Possibility of allocation of a portion of governmental organizations current funds to advertising in tourism.
1. Lack of allocation of enough funds to tourism by the Government.
2. Threats of neighboring tourist market
3. Lack of concern towards repair and maintenance of antiquities and historical places.
Factors Opportunities Threats
1. Proximity to Tehran and other neighboring provinces makes the possibility of further cultural interactions.
1. High immigration and development of urbanization makes the people to neglect or forget the native rituals and customs.
2. Incomplete information and statistics regarding the historical and architectural buildings and antiquities.
Geographical Environmental
1. Proximity to Tehran and Mashed as two main tourist attractions which makes planning for tourists of these two provinces.
2. Existence of Elburz mountain range in North and Kavir desert in south
3. Existence of historical places in Kavir such as Jandagh
4. Existence of roads which connect Semnan to north of Iran
1. Competition of Tehran and Mashhad as two main tourist attractions is threat for development of tourism in Semnan province.
2. Destruction of pastures and grass fields by sheep and cattle and destructions of natural landscapes.
3. Salty and low quality water of rivers especially rivers which pour to fields.
4. Uncontrolled hunting of rare species of animals such as: Asian Zebra which is only found in the province.
5. Establishing industrial tourism and uncontrolled exploitation of means and resources.
ANALYSIS OF STRENGTHS, WEAKNESS, OPPORTUNITIES AND THREATS
TABLE (3): SWOT MATRIX FROM OFFICIAL'S POINT OF VIEW
External Internal
Opportunities (O)
O1 : Existence of Long standing and special rituals among natives
O2 : Semnan is located between some high tourist attraction provinces, such as Tehran, Mazandaran and Khorasan and Esfahan
O3 Existence of some capacities such as Nomadic life style
Strengths (S)
S1: Existence of universities and Academies in the province which provide the possibilities of establishment of majors related to Tourism.
S2: Existence of wildlife preserves in the province.
S3 High rate of literacy and young population
external Internal
Threats (T) Weaknesses (W)
T1: Rate of competition with neighboring high tourist attraction centers. Such as (Tehran, Mashhad, Esfahan, Mazandaran)
T2 : Incomplete information and statistics regarding antiquities and architecture of Semnan
T3 : Threats of neighboring tourist market
W1: Amount of Banking facilities for investment in Tourism.
W1 : Number of Experts and trained human resources in Tourism
W3 ; Distribution of tourist agency offices in Semnan
TABLE (4): SWOT MATRIX FROM TOURISTS POINT OF VIEW
External Internal
Opportunities (O)
O1: Existence of Elburz mountain range in north and Kavir desert in South and various climates conditions.
O2 : Existence of necessary experience in tourism in other provinces
O3 Existence of Tourism related scientific centers and possibility of using their resources
Strengths (S)
S1: Diversity of climates and difference in Temperature from North to south of the province.
S2: Road accessibility to tourism attractions in the province.
Threat (T) Weaknesses (W)
T1 : Destruction of Natural Landscapes
T2 : Lack of vegetation along Southern roads
T3: Publicity and directions to access tourist attractions.
W1: Rate of facilities and accommodation such as hotels in Semnan.
W2: Number of public toilets and service facilities such as restaurants serving high quality low price foods.
W3 : Beautiful landscapes of Semnan roads
TABLE (5): SWOT MATRIX FROM LOCAL PEOPLE POINT OF VIEW
External Internal
Opportunities (O)
O1: Existence of some natural tourist attractions such as Shahmirzad, etc…
O2 : Existence of historical places in Kavir desert such as Jandagh
O3 : Existence of roads which connect Semnan to North of Iran
Strengths (S)
S1 : Existence of Pass way situation in Semnan
S2: Abundance of Sunny days and climate comfort in 79% of the year.
S3 : Hospitality of people in Semnan Province
Threats (T)
T1: Antiquities of Semnan which are not repaired and maintained well.
T 2: Establishment of industrial towns and uncontrolled exploitation of mines and resources.
T3: Urbanization and immigration have made villages vacant.
Weakness(W)
W 1: Measures to reduce tourist attractions in Semnan authorities.
W 2 : Publicity in Tourism
HYPOTHESIS TESTING
ANALYSIS OF THE RESEARCH HYPOTHESIS ACCORDING TO OFFICIALS' POINT OF VIEW
TABLE.(6): SAMPLE STATISTICS FIRST HYPOTHESIS ACCORDING TO OFFICIAL'S POINT OF VIEW
TABLE.(7): SAMPLE TEST FIRST HYPOTHESIS ACCORDING TO OFFICIAL'S POINT OF VIEW
Test Value = 2.5
t df
Sig.
(2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
F1 0.324 384 0.02 -.21429 -.2866 -.1420
Ho: The tourism potentiality has not been properly harnessed in Semnan province.
H1: The tourism potentiality has been properly harnessed in Semnan province.
As the amount of P is 0.02 and it is more than 0.05 the first hypothesis is confirmed and the second hypothesis is rejected.
ANALYSIS OF RESEARCH HYPOTHESIS ACCORDING TO TOURIST'S POINT OF VIEW
TABLE.(8): SAMPLE STATISTICSFIRST HYPOTHESIS ACCORDING TO
TOURISTS POINT OF VIEW
N Mean Std. Deviation Std. Error Mean
F1 385 2.5035 .32895 .01676
N Mean Std. Deviation Std. Error Mean
TABLE.(9):SAMPLE TESTFIRSTHYPOTHESIS ACCORDING TO TOURISTS POINT OF VIEW
Test Value = 2.5
t df Sig. (2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
F1 .207 384 .836 .00346 -.0295 .0364
Ho: The tourism potentiality has not been properly harnessed in Semnan province.
H1: The tourism potentiality has been properly harnessed in Semnan province.
As the amount of P is 0.836 and more than 0.05, the first hypothesis is confirmed and the
Second hypothesis is rejected.
ANALYSIS OF RESEARCH HYPOTHESIS FROM PEOPLE POINT OF VIEW
TABLE.(10): SAMPLE STATISTICSFIRST HYPOTHESIS ACCORDING TO
PEOPLE'S POINT OF VIEW
N Mean Std. Deviation Std. Error Mean
F1 384 2.4857 .28503 .01455
TABLE.(11):SAMPLE TESTFIRSTHYPOTHESIS ACCORDING TO PEOPLES
POINT OF VIEW
Test Value = 2.5
t df Sig. (2-tailed)
Mean Difference
95% Confidence Interval of the Difference
Lower Upper
F1 -.985 383 .325 -.01432 -.0429 .0143
Ho: The tourism potentiality has not been properly harnessed in Semnan province.
As the amount of P is 0.325 and more than 0.05 the first hypothesis is confirmed and second hypothesis is rejected.
CONCLUSION
Semnan province produces about 7 percent of total Gross national product, while it contains only 8.5 percent of country population, therefore the average per capita income in this province is lower than the whole country and according to current information, the Hotels and Restaurants' section (Tourism) produces only 0.52 percent of Semnan's Gross domestic product and this amount comprises only 3.41 percent of country’s total revenue from tourism.
It is clear that the tourism section comprises very little portion of Semnan's total production. This issue leads to limited and low participation of this section in the economy of Semnan province and the region. There are also very prospective potentials in the province for development of tourism, hence taking necessary measures and improvements for development and flourishing of tourism in the province, will have an immense economical effect on the economy of Semnan and can rectify most of the problems and weaknesses in Semnan such as production, low per capita income unemployment etc.
These measures and improvements are as follows:
1. Developing and equipping information broad casting systems in the province.
2. Allocating more funds for renovation and development of tourism product and more participation of private sector in this industry.
3. Presenting new products such as; conferences, leisure camps etc.
4. Creating a practical marketing system for tourism section by utilizing modern communication tools.
5. Establishment of scientific parks and specialized centers in Semnan.
REFERENCE
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Akis, S., Peristianis, N., & Warner, J. (1996). Residents’ attitudes to tourism Development: The case of Cyprus. Tourism Management, 17, 481-494.
Choi, H. C., & Sirakaya, E. (2005). Measuring residents’ attitude toward sustainable tourism: Development of sustainable tourism scale. Journal of Travel Research, 43, 380-394.
Gursoy, D., Jurowski, C., & Uysal, M. (2002). Resident attitudes: A structural modeling approach. Annals of Tourism Research, 29, 79-105.
KO, D. W., & Stewart, W. P. (2002). A structural equation model of residents’ attitudes for tourism development. Tourism Management, 23, 521-530.
