Strategic Analysis of Coastal Tourism in Pakistan: A Case Study of Sindh Province

Anthony Gallagher, Z Ullah, D Johnson, A Williams

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    Abstract

    Coastal tourism is an activity that cuts across many sectors, levels and interests; hence, its sustainability demands a comprehensive strategic planning. However, in Pakistan this vital need is not yet recognized. Therefore, this study has attempted to formulate a strategic planning framework for coastal tourism development of the country through strategic analysis (internal and external environments analysis). Internal analysis was carried out to identify the concerned organisation’s (Tourism Ministry of Pakistan) strength and weaknesses, while external analysis establishes which influences represent opportunities and which are, or might develop into threats. Internal analysis is presented as: background analysis and resource analysis; while, external analysis is presented as a STEEP (Socio-demographic, Technological, Economic, Environmental and Political) analysis of the organisation. The data collected from strategic analysis is summarised through a SWOT (Strength, Weaknesses, Opportunities, Threats) analysis and strategic options are proposed for coastal tourism development in Pakistan through TOWS (Threats, Opportunities, Weaknesses, Strength) matrix. The proposed strategic options integrated coastal tourism of Sindh province with national economy, society, and environment.
    Original languageEnglish
    Pages (from-to)107-112
    JournalJournal of Applied Environmental and Biological Sciences
    Volume4
    Issue number7(S)
    Publication statusPublished - 2014

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