Using SWOT Analysis of Ecotourism to Unlock its Potential for Sustainability. Case study of Urgut, Samarkand

An Ecotourism SWOT analysis will be helpful as tourism industry is experiencing rapid growth in Samarkand. The purpose of the study is not only to analyze current facts but also to outline what needs to be done to use ecotourism as one of the most efficient drivers of sustainable development. Expert opinions from 15 specialists were used to analyze the situation. AHP (Analytic Hierarchy Process) model was used to enhance SWOT analysis. The result of the analysis showed that the area has a variety of distinctive cultural expressions, as well as natural and cultural amenities. However, the problems in the interdisciplinary of the institutions and lack of a wide variety of service forms impede the effective promotion of ecotourism in the area