Nirma University Journal of Business and Management Studies
Rupam Deb1
1Institute of Management, Nirma University, Ahmedabad, Gujarat, India
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Adventure tourism is recognized as a source of regional development and livelihood for local communities. The North East Region of India possesses immense potential for adventure tourism, but a lacuna exists between its potential and actual strategic realization. This study fills this gap by applying a hybrid multi-criteria decision-making technique by integrating the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis and the Analytic Hierarchy Process (AHP). The results indicate that the most important strength in the internal environment is the “government pro-tourism approach,” while the main institutional bottleneck is “poor infrastructure.” Under the external environment, the top opportunity is “strong partnership with local communities,” while the biggest external threat to tourist arrivals is “security threats/perceptions.”
Adventure tourism, SWOT, Analytic Hierarchy Process, strategy matrix, regional development
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