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PRIORITIZATION OF STRATEGIES FOR BREZOVICA SKI RESORT DEVELOPMENT USING SWOT-AHP METHODOLOGY Bojan Stojčetović High Technical School of Professional Education Zvecan, Nušićeva 6, Zvečan Sanja Marković High Technical School of Professional Education Zvecan, Nušićeva 6, Zvečan Živče Šarkoćević Faculty of Technical Sciences, Knjaza Milosa 7, Kosovska Mitrovica DOI: https://doi.org/10.31410/tmt.2019.459 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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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. Keywords: SWOT, AHP, Brezovica. REFERENCES Agrawala, S. (2007). Climate change in the European Alps. Adapting winter tourism and natural hazards management. Paris: OECD. Alptekin, N., (2013). Integration of SWOT analysis and TOPSIS method in Strategic Decision- Making Process. Macrotheme review, 2(7), 1–8. Ballotta, L., Fusai, G., Kyriakou, I., Papapostolou, N., Pouuliasis, P. (2020). Risk management of climate impact for tourism operators: An empirical analysis on ski resorts. Tourism Management, 77, 104011. Buta, R., (2007). The SWOT analysis in the geographical research, with applicability in the study of the human settlements from Moldova valley. 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