Prioritize Components of Tourism Development in Iran with Fuzzy Hybrid MCDM Approach Case Study: Iran Cultural Heritage, Handicrafts and Tourism Organization

Document Type : Research Paper

Authors

1 MA Student at Islamic Azad University, South Tehran Branch

2 Assistant Professor in Industrial Management, Islamic Azad University, South Tehran Branch

3 Assistant Professor in Artificial intelligence, Malek-Ashtar University of Technology

Abstract

Abstract
Many developed as well developing countries have been able to improve their tourism status and by creating service jobs for tourists could solve many economic problems, such as unemployment and low income. Considering the importance of tourism and tourism potentials in a country, prioritization of tourism development in Iran, a proper and efficient planning for providing better services look essential. Therefore, this study will have a comprehensive and systemic look at tourism. Indeed, similar studies that were carried out in Iran and other countries of the world attempted to identify the affecting factors in developing tourism. They also tried to showcase the priorities and strategies in improving tourist attraction and tourism development through using hybrid FDANP methods in Iran.
The results of data analysis showed that the "facilities and infrastructure of tourism" impressionable Criterion, and "natural factors"  as the most effective Criterion in tourism development,
Among the six criteria affecting the development of tourism, the criterion "tourism facilities and infrastructure" with a weight of 0.2 and sub-criterion "domestic investment security" gained the utmost importance.
 
Introduction
Natural attractions, cultural attractions, historic and convenient transportation infrastructure are factors that lead tourists to tourist destinations.Revenue from passenger transportation services caused the total export value of tourism to more than $ 1.5 trillion, or an average 4 billion per day.
With global tourism boom, a growing number of regions in developing countries have understood, the importance of tourism as an important factor in regional economic development.Iran, needs to have clear and precise picture of their competitiveness in the international tourism marketAnd on this basis, prioritize measures to enhance the competitiveness of its tourism industry and gain market share worth of international tourism.
To identify the major factors affecting the development of tourism beconsidered usually different criteria such as: economical, social, political, cultural, infrastructural, environmental, institutional, geographical and legal.
In situations where the criterion are not aligned, decisions must be made in a multidimensional space.In such circumstances, Multi-criteria evaluation method, according to which assum is that each of the criteria are separate
 
Materials and Methods
The present study is a descriptive analytical research with an applied nature.Data collection, was conducted by reading the documentation, and field study. Due to the specialized nature of the subject of research, questionnaires were presented to the expert decision-maker in the field of tourismIn Cultural Heritage, Handicrafts and Tourism Organization and Tourism as well as the top university professors in Iran.After collecting responses from experts in theological questions be to reality, these responses were converted to fuzzy measures.In the final step, using pairwise comparison matrices obtained from the questionnaires and the data calculated through a hybridfuzzy approachof DEMATEL and ANP, data analysis was performed using the software EXCEL.
 
Discussion and Results
After conducting documentary research and interviews with experts in the field, using the fuzzy Delphi method, 6 criteria and 20 sub-criteria were identified. Then, to determine the impact and importance of the criteria and sub-criteria and also determine their priority, was used FDANP hybrid approach.
Relationships within the cluster to calculate Dymtl through paired comparisons, and theeffect of the criteria were determined on the basis of language options and positive triangular fuzzy numbers.The importance and impact of the main criteria have been obtained in order of natural causes, political and legal factors, economic factors, social and cultural factors, advertising and media, tourism facilities and infrastructure.
Resolution Analytic Network Process, showed that the sub-criteria "domestic investment security" the most weight, which won the first priority.sub-criterion "return on investment in tourism infrastructure", "awareness and acceptance of cultural tourism", "Advertising and Marketing" and "crime and delinquency rate in target", "right choice tourism target market", respectively,got priority the second to sixth among the 19 sub-criteria; that approximately 37.94% respectively to the total weight of sub-criteria.
 
 
 
Conclusion
Results of FDEMATEL, shows that "tourism facilities and infrastructure" is The main problem andgorge for the development of tourism in Iran. The success or failure of tourism development, depends on this criterion.The findings indicate that "natural causes" and "political and legal" criterion influential, are the most important strategy to solve problems in tourism development.
Iran's potential mostly is  in the number and variety of historical and cultural attractions.The role of human resources in the development and promotion of tourism is evident to everyone.At the same time the research has been done for Cultural Heritage, Handicrafts and Tourism Organization of Iran and look of the expertsto  this research has been  executive.So the decision with quantitative methods used in this research has done with  executive perspective, and for the present situation of the country.The natural factors and political and legal factors , seems logical for the current situation.This study shows that the use of quantitative methods, if  is not knowledge of researcher of the tourism situation in a country or region؛ perhaps it is possible answers and conclusions do not match the reality.
 
Keywords: Leisure, Tourism Development, Multi Criteria Decision Making, Fuzzy DEMATEL, The Fuzzy.
 
References

Funa, F., Chiunb, L., Songan, P. and Nair, V. (2014). The impact of local communities’ involvement and relationship quality on sustainable rural tourism in rural area, Sarawak. The moderating impact of self-efficacy,. Procedia - Social and Behavioral Sciences, 144: 60 – 65.
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Hsu, C.H. , Wang, F.K. and Tzeng, G.H. (2012). The best vendor selection for conducting the recycled material based on a hybrid MCDM model combining DANP with VIKOR, Resources, Conservation and Recycling, 66: 95–111
The Travel & Tourism Competitiveness Report (2015), Published by the World Economic Forum.
Tzeng, G.H., Chiu, W.Y. and Li, H.L. (2013). A new hybrid MCDM model combining DANP with VIKOR to improve e-store business, Knowledge-Based Systems, 37: 48–61.
UNWTO (2015). Yearbook of Tourism Statistics 2014 & 2015.

Keywords

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Journal of Tourism Planning and Development
Volume 6, Issue 20
June 2017
Pages 94-114

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