Evaluation of Faith Tourism in İznik in terms of Stakeholders: A Strategic Analysis with SWOT Approach

Abstract

In order to reveal the current situation of İznik's faith tourism in terms of stakeholders, a strategic analysis was carried out with the SWOT approach in this study. In the study, which adopted a qualitative research approach, data were obtained from face-to-face individual interviews with nine local stakeholders. MAXQDA software was used to analyze the data obtained through a semi-structured interview form and thematic analysis was carried out with an inductive approach. In line with the analysis, it was concluded that İznik's strengths in faith tourism stem from its sacred and cultural values, its weaknesses stem from its distance to Bursa and cultural centres, insufficient awareness of faith tourism, its opportunities stem from its unique values and facilities that will make it stand out, and its threats stem from the fact that tourism activities are not allowed and its competitiveness is weak. In this direction, stakeholder suggestions for the development of faith tourism in İznik were expressed in terms of carrying out advertising and promotional activities, providing tourists with opportunities to spend more time in the district, respecting the values of Christianity more, and focusing on cooperation and studies for the development of faith tourism. This study is expected to contribute to the studies and policies to be developed for the protection of strengths, development of weaknesses, utilisation of opportunities and prevention of threats in terms of faith tourism in İznik.