SWOT Analysis

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a widely used method of evaluation employed in the business and planning worlds, including tourism planning, but there is little documentation on SWOT analysis in the academic tourism or geography literature. In this study SWOT analysis was applied more systematically in these areas, and rules for using it are suggested. The objective of this research is to show how SWOT analysis can be made more attractive, useful and accurate in research. This paper examines the current status and the potential of ecotourism in the Western Negev, in Southern Israel. The evaluation was conducted at the national, regional, and local levels using SWOT analysis. Data was gathered through field observation, interviews with decisions makers, and questionnaires distributed to the local population between the years 2000-2006. The findings relate to both the use of the SWOT technique as a research method and an evaluation concerning the tourism potential of the Western Negev. The findings relate to both the use of the SWOT technique as a research method and an evaluation concerning the tourism potential of the Western Negev. A simple diagram of the components of an enhanced SWOT analysis framework was developed, presented and used. It is suggested that this framework has wide applicability. The tourism industry is only in its infancy in the Western Negev, and thus this analysis can assist local decision makers by estimating the potential benefits and threats to their development. It is hoped that both academics and practioners would use the recommendations offered in the article for future research and for future development of the area.