PRIORITIZING TOURISM DEVELOPMENT STRATEGY THROUGH SWOT-AHP-TOPSIS INTEGRATION
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Abstract
The study aims to prioritize the tourism development strategy of Quang Ngai province after the merger period. In the context of multidimensional tourism development, while facing many challenges in infrastructure, human resources and finance, choosing suitable and feasible strategies is an urgent requirement to promote the sustainable development of the local tourism industry. The research method combines three analytical tools: a SWOT analysis helps identify the strengths, weaknesses, opportunities, and challenges of the Quang Ngai tourism industry; the AHP is used to allocate weights to SWOT criteria to show the relative importance of each factor; and TOPSIS is applied to rank development strategies based on the evaluation scores of experts, helping to select the optimal strategy based on the degree of closeness to the ideal solution. Data collected from tourism and management experts were systematically aggregated and analyzed using the integrated SWOT–AHP–TOPSIS framework to ensure consistency and reliability in the evaluation process. The research results show that the top priority strategies focus on developing transport infrastructure, socializing investment resources, and improving the quality of accommodation facilities. At the same time, the development of green, environmentally friendly tourism models and enhancing tourism brand promotion are also highly appreciated. These strategies reflect the consensus between internal and external factors and are consistent with the goal of sustainable development of the local tourism industry. The research contributes by providing a scientific basis for policymaking and orientation for tourism development in Quang Ngai in the new period and at the same time serves as a reference model for localities with similar conditions.
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Tourism development; SWOT; AHP; TOPSIS; Quang Ngai Province; Vietnam; strategic priorities
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