Investigation of West Lake Ecotourism Capabilities Using SWOT and TOPSIS Decision-Making Methods

Abstract

Using SWOT and TOPSIS models, this study aimed to determine West Lake’s potential as a tourist destination. In terms of study methodology, the current research is a descriptive survey. The TOPSIS method was used to rank strengths, weaknesses, threats, opportunities, and preferred strategies after the SWOT analysis was completed. Using a questionnaire and the Delphi method, 30 regional specialists provided research data which was collected and analyzed. Thirteen internal elements and twelve external factors affecting the West Lake tourism were identified and evaluated. Additionally, fifteen strategies were presented to improve the lake’s tourism. On the basis of the matrix of internal–external components in the SWOT model, an aggressive approach was determined to be the optimal strategic stance for West Lake. The results of the TOPSIS technique also revealed that internal strengths have a bigger impact than other elements; hence, aggressive strategies are emphasized for the growth of ecotourism in this region. Based on the results of the TOPSIS technique, the “optimal utilization of the lake’s natural, cultural, and historical potential and attractions in order to develop and attract tourists and generate jobs and revenues“ and “formulation of strategic plans to maximize potential and opportunities in order to attract tourists in all seasons of the year“ strategies were identified as the most important strategies for enhancing the West Lake tourism scenario. Therefore, it is hoped that the relevant authorities would contribute to the expansion and enhancement of the region’s economy through a focus on the vision and goals of the tourist sector and careful foresight in the implementation of these projects.