Strategy development by using SWOT - AHP (CROSBI ID 187397)
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Podaci o odgovornosti
Oreški, Dijana
engleski
Strategy development by using SWOT - AHP
This paper employs combination of SWOT analysis and Analytic Hierarchy Process (AHP) in strategic planning for tourism of small mid-european city Varazdin, which is located in the north west of Croatia. SWOT analysis identifies internal and external factors which are prioritizied by expert in tourism domain by means of AHP. The prioritized SWOT factors are used in strategies formulation using TOWS matrix. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best strategies that could have been implemented.
SWOT; AHP; strategy formulation
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Podaci o izdanju
Povezanost rada
Informacijske i komunikacijske znanosti