Document Type : Research Paper
Authors
Abstract
The changing nature of the tourism industry, with its move away
from mass tourism towards greater market segmentation, use of new
technologies, differentiation of the product and adoption of new
management styles, demands a change in the substance of tourism
institutes policies. This article reviews the development of tourism
policy from pure promotion to product development to the current
goal of maintaining competitiveness. It argues for a more balanced
growth between facilities and tourists' interest and discusses various
plans that may serve as attraction for tourists in Yazd city as case
study. In this study researcher surveys 2 groups of people involved in
tourism industry in order to find out their attitudes or opinions
facilities and possible procedures to improve the quality and quantity
of services. Researcher concentrates on the opportunities available and
the needs which can be meet by entrepreneurs. The research uses "The
Opportunity Algorithm" which offers by Anthony Ul wick as a base
for comparing and evaluating the Opportunities. According to this
algorithm, each opportunity evaluates by the formula: [Importance +
(Importance – Satisfaction)]. In final conclusion, most important
needs and best Opportunities for the tourism industry in Yazd has
introduced and some propositions has offered. For instance, as one of
the most important results, it is ascertained that it was neglected to
consider the importance of the entertainment facilities and the
existence of diversity in them.
Keywords
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