Identifying tourism Prosperity strategies in cities located in mountainous environments (case study: Hamadan city)

Tourism in mountain cities not only provides a place for entertainment, but also serves as a key tool for the development of the mainstream of the urban economy. Therefore, according to the importance of the subject, the present research was conducted with the aim of identifying tourism development strategies in the city of Hamedan, which is a city located in a mountainous area. Descriptive-analytical and survey methods have been used in this research. In fact, library and field methods (interviews with experts and completing questionnaires) have been used to collect data. Also, in order to achieve the goal of the research, SWOT model and QSPM matrix were used. The findings of the research show that the best strategy for the development of Hamadan tourism is the WT strategy. In fact, in relation to the prosperity of urban tourism, the city of Hamedan should have a defensive strategy (WT). The first priority of operational strategies in the field of the prosperity of urban tourism in Hamedan should be the use of the capacities of the private sector in order to improve the state of infrastructure and services. The need is the tourism sector.
 
Extended Abstract
 
Introduction
Currently, cities are experiencing various challenges and opportunities on the path to urban prosperity. Some factors help them flourish, while others hinder their development. It is essential to identify the factors that promote and inhibit the prosperity of urban tourism in touristic cities to devise appropriate strategies and measures. Urban tourism relies on the proper exploitation and protection of resources, as well as guiding the development of this sector in a sustainable manner with clear and reliable strategies. Therefore, strategic planning is crucial for the successful management and comprehensive growth and development of urban tourism. This type of long-term planning not only maintains the satisfaction of residents and tourists visiting touristic destinations but also meets the needs of the sector and avoids potential losses.In situations where economic resources for developing mountainous areas are limited, tourism development becomes one of the most important avenues for sustainable growth. Hamadan, a city in a mountainous region, has significant potential for tourism development. Given its historical and natural attractions, Hamadan has a strong capacity to attract tourists. Despite being the base of the first Iranian government, the Medes, and possessing notable natural attractions, Hamadan has not received the attention it deserves in urban tourism. In terms of tourism services, human resources, and marketing, the city of Hamadan has made progress. With appropriate plans to organize various sectors of the tourism industry, it is logical for the city to attract tourists. However, one of the major challenges in developing its tourism industry sustainably is the lack of efficient and effective plans. The challenges and obstacles facing Hamadan have provided the basis for the present research. Therefore, the current research aims to identify the main strategies for the development and prosperity of the tourism sector in Hamadan.
 
Methodology
The current research was conducted using a combination of descriptive-analytical and survey methods. Data collection methods included both library research and fieldwork (interviews with experts and the completion of questionnaires). The library method involved consulting books, articles, research projects, and other documents related to the subject under study. In the survey section, considering the primary goal of the research—identifying strategies for the development of urban tourism in Hamedan—the views and opinions of 23 researchers and experts in urban tourism were gathered. The main tool for collecting field data in this research was a researcher-designed questionnaire. This questionnaire consisted of two main parts: the individual characteristics of the experts and elites, as well as variables related to the prosperity of urban tourism. In the next step, Excel software and the SWOT model were used to analyze the collected data and identify the most important strategies. Initially, by assessing the city's environment, a list of its weaknesses, strengths, threats, and opportunities was compiled in relation to the prosperity of urban tourism. Experts and researchers were then consulted to weigh each of the indicators, and priorities were established through analysis. Finally, strategies for enhancing urban tourism in Hamedan were presented. The conceptual model of the research can be seen in the figure below.
 
Results and Discussion
The research findings indicate that the best strategy for the development of tourism in Hamedan is the WT strategy. In fact, concerning the prosperity of urban tourism, Hamedan should adopt a defensive strategy (WT). The top priority for operational strategies in promoting urban tourism in Hamedan should be leveraging the capacities of the private sector to improve infrastructure and services, which are essential for the tourism sector.
 
Conclusion
Based on the defensive strategy, efforts should focus on addressing the system's weaknesses to mitigate or neutralize threats. Therefore, the primary operational strategy for urban tourism in Hamedan should be to leverage the capacities of the private sector to improve the necessary infrastructure and services. In this context, balanced and sustainable development across various sectors of the tourism industry, enhancing effective legal and organizational mechanisms for tourism growth, ensuring equitable distribution of tourism benefits throughout urban areas, and increasing citizens' awareness of tourism and its historical significance are crucial. To enhance tourism prosperity in Hamedan, it is recommended to strengthen the knowledge-based economy in tourism, provide incentives for active industries in this sector, increase the involvement of women alongside men in tourism-related fields, promote programs that preserve Iranian identity at popular attractions, improve urban amenities in high-traffic natural and cultural areas, develop and bolster tourism advertising infrastructure, especially in digital spaces, and align management and performance standards with the expectations of target markets regarding quality and quantity. Additionally, fostering creativity in launching new initiatives and improving educational skills, with an emphasis on language training for tourism officials and employees, are important steps.