Module 17
17. SWOT Analysis (S – Strengths; W – Weaknesses; O – Opportunities; T – Threats)
The SWOT Analysis is an effective tool for assessing the current situation. It is necessary for developing
a master plan, a strategy or operation programme for a distinct region, town or any other location. It helps
to determine existing gaps, potentials and risks as well as to identify the desired direction of future
development. It serves as a foundation for further planning and development in any sector. This applies to
business and town management as well as tourism development.
When implementing the SWOT method, four basic groups of factors can be identified. These can be put
in two main groups:
i. Internal factors (strengths and weaknesses):Factors that are inherent to a region, society,
project or other units; they can be influenced or changed, they are present in a given
territory, their owners are identifiable, etc.
ii. External factors (opportunities and threats): Factors that are outside of an analysed region
(organization, project or feature), we cannot influence. They can however have an effect on
any of the areas examined
General proceeding of a SWOT Analysis:
1. Taking the inventory: determining the current situation by carrying out surveys and investigations;
gathering all accessible facts and information
2. Drawing the SWOT Chart: evaluation of the current situation by identifying the strengths, weaknesses,
opportunities and threats. Include any of the acquired facts in one of the above described groups of
factors.
3. Outlining a further strategy (plan, procedure, programme) with the aim to:
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Promote strengths and/or use them
Eliminate weaknesses
Use the opportunities offered
Eliminate threats
The procedure of a SWOT Analysis is simple and highly effective, which makes the analysis a convenient
tool to be used not only by experts but also by the general public. It can be used in several stages of
tourism development, e.g. at the beginning of a process to find out what the properties are, the potentials
and needs of a region, and how these should be developed further. The SWOT Analysis can be also be
used for the evaluation of the existing situation and methods and thus to find out if it is satisfactory and if
the most effective solution was proposed for the given environment and objectives. Carrying out a SWOT
Analysis remains the same for every purpose. Only the thematic areas to be evaluated change depending
on the field you are working for.
SWOT analysis of biodiversity and tourism
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Strengths
The Nature Conservation Act mentions and
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provides for the development of tourism.
Adopted strategy of biological diversity of the
Republic of Serbia (2011-2018) which
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recognises tourism in several instances.
Adopted Tourism Strategy of the Republic of
Serbia which puts an emphasis on the
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development and importance of ecotourism.
Providing incentives for tourism development
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through studies and conservation acts,
strategies and plans.
Richness in biodiversity is a guarantee for the
quality of tourism offer (the value of landscape
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and activities).
Opportunities
Tourism activity helps in attracting attention to
endangered species and protected area
landscapes.
Tourist presentation supports the objectives of
the Convention of Biological Diversity (20112018).
Tourism promotion of biodiversity provides
benefits for the local community.
Tourism products on the subject of biodiversity
contribute to a better conservation of protected
area
(economic
benefits,
education,
conservation promotion ...)
Opportunities for applying to numerous
projects (e.g. cross-border cooperation) with
the aim of ecotourism development.
Weaknesses
Economics of biodiversity and adequate
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economic evaluation of biodiversity through
tourism development have not been carefully
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carried out yet.
Biodiversity has not been sufficiently
considered as tourism potential and attraction. 
Research into the relationship of biodiversity
and tourism has not been always carried out,
and plans have not been often implemented.
Protected areas in view of economic
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development are often observed through other
economic
activities
(forestry,
fishing,
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hunting...), and not tourism.
Poorly developed tourism infrastructure for the
development of ecotourism and the
presentation of biodiversity.
Threats
Biodiversity is increasingly endangered due to
economic activities impact.
It is often the case that there are not enough
funds for adequate conservation which is
always expensive.
Tourism activity and bad habits of holiday
makers are actually harming or may be harmful
to biodiversity (moving outside designated
trails, putting up fire, poaching ...)
Irresponsible behaviour of local communities
is harmful to biodiversity.
Environmental pollution in surrounding
communities has had a harmful effect on
protected areas and their flora and fauna.