ABSTRACT
A SWOT analysis is a way of organizing all the information obtained through internal and product analysis along with information from external research findings. With the organized information from the SWOT a marketing goal, objectives, and tactics can be developed. One of the steps in the process of developing a marketing plan is for the tourism marketer to analyze the internal environment. Analyzing the internal environment has resulted in information such as the level of support from the community for developing tourism and the benefits of competing destinations. The product analysis of the city has provided the tourism marketer with essential data on the city's core, supporting, and augmented products. The SWOT process will also analyze the city's weaknesses that could potentially keep tourists from visiting. The SWOT should be held at a convenient location. The tourism marketer should ensure that there is comfortable seating, tables for working, and the necessary supplies.
