Developing a Strategic Plan for Attracting and Retaining Sports Tourists in the Maku Free Trade-Industrial Zone Using a Combined SWOT-QSPM Model

This study aimed to develop a strategic plan for attracting and retaining sport tourists in the Maku Free Trade-Industrial Zone using a combined SWOT and QSPM model. This research is pragmatist, descriptive-survey, exploratory, and applied. The method was mixed (qualitative-quantitative). In the qualitative phase, the population included experts from the Cultural Heritage Organization, the Department of Sports and Youth, faculty members, and tourism specialists of the Maku Free Zone; in the quantitative phase, sport tourism experts were also added. Sampling was purposeful. Data were collected through library and field methods (semi-structured interviews and questionnaires). Qualitative data analysis was performed using MAXQDA 2022. Content validity was confirmed using CVR and CVI, and quantitative data were analyzed descriptively using SPSS. Internal and external matrices were developed, and IFE and EFE weighted scores were calculated to determine the strategic position. Qualitative findings identified 15 vision indicators, 12 mission indicators, 20 weaknesses, 27 strengths, 30 opportunities, and 18 threats. Results showed the strategic position lies in the defensive (WT) zone; therefore, seven defensive strategies were prioritized using the QSPM matrix. These strategies include developing transportation routes and eco-lodges, focusing on specialized human resources, developing infrastructure and equipment, developing communication systems on social and official networks, increasing private sector incentives and eliminating discriminations, allocating financial resources, and raising awareness among local communities and tourists regarding hosting culture and environmental conservation. A joint supervisory working group including all stakeholders is suggested for continuous monitoring of strategy implementation.