The application of combined SWOT AHP method in planning of tourism development strategy in the case of the Timok Region

Municipalities of the Timok Region are adopting strategies of development that seek to increase revenues. In these strategies they start to look at tourism as a way of filling the budget. SWOT analysis is used as a method to view better current position and choose optimal strategy for development of tourism. Starting from the criticism of SWOT analysis in order to improve and quantify the results, the AHP analysis is attached to the SWOT. In the first step of the combined SWOT AHP method, SWOT analysis has been carried out, and then in the second and third steps weights of individual SWOT elements within the group and then the weight of the whole group are determined. In the last step different strategies were formulated, their efficiency defined and strategies ranked. In conclusion we can see that weaknesses have most impact in the case of developing tourism in the Timok Region, but there are plenty of opportunities as well. The suggested strategy for this part of Serbia proposes focusing on large investments in Lepenski Vir and Stara Planina in order to achieve a unique offer and overcome weaknesses