A Study on the Strategic Decision Making Used in the Revitalization of Fishing Village Tourism: Using A’WOT Analysis

Abstract

As society has developed, fishing villages that have relied solely on traditional fishing have found themselves on the verge of extinction. Therefore, efforts are being made to transform fishing villages into areas with various functions including recreation, tourism, and education. In this regard, the main purpose of this study is to analyze the relative importance and priorities of the multi-criteria decision-making (MCDM) process used in the revitalization of fishing village tourism. To this end, the A’WOT (AHP/SWOT) hybrid approach, developed in combination with the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and the AHP (Analytic Hierarchy Process) method, was used to determine the significant factors. The results of the study demonstrated that the ‘opportunities’ and ‘strengths’ areas are relatively important when it comes to the priority of sustainable development. We also identified the high importance in terms of global weight of both ‘Increased demand for leisure, rest and ecotourism’ and ‘Possession of natural resources of diverse and distinctive fishing villages by sea and region’ as sustainable ways to revitalize fishing communities. This study demonstrates that with appropriate data and an applicable systematic process, the A’WOT approach can adequately show where intervention is most needed. The study shows that the application of tourism in the current context has the potential to approach the issue of fishing village tourism. Furthermore, this study is meaningful in that it quantifies the importance of fishing village tourism attributes by using a systematic approach, and it concludes with suggesting where the emphasis should be placed on policy and strategy.