PRIORITIZATION OF STRATEGIES FOR BREZOVICA SKI RESORT DEVELOPMENT USING SWOT-AHP METHODOLOGY
PRIORITIZATION OF STRATEGIES FOR BREZOVICA SKI RESORT DEVELOPMENT USING SWOT-AHP METHODOLOGY

Author(s): Bojan Stojčetović, Sanja Marković, Živče Šarkočević
Subject(s): Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: SWOT; AHP; Brezovica.
Summary/Abstract: Purpose of this chapter is to define relevant strategies for the development of ski resort Brezovica. To this end, the hybrid SWOT-AHP methodology was applied to get insight at the current state. The SWOT analysis included a total of 24 factors. Based on the current situation, appropriate development strategies have been defined. A total of 6 strategies have been defined. However, conventional SWOT analysis does not allow the evaluation and ranking of these strategies. That is why the AHP methodology is introduced. According to the results, the WT1 strategy (development all-year-round tourist offer availability) is top ranked. Also, sensitivity analysis of SWOT groups and factors of highest importance (S1, W2, O1, T4, and T6) was performed. According to the results of the sensitivity analysis, all changes in the rank of the strategies are the result of changes of more than 10% relative to the initial values of SWOT groups and factors, so it can be concluded that the proposed model is stable and the results obtained are relevant.

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