EVALUATIONS OF TOURISM ENTERPRISE MANAGERS ABOUT HATAY TOURISM'S STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS

The aim of this study is to make suggestions for improvement of the city in terms of tourism by making SWOT analysis for determining the current situation of Hatay in terms of tourism. The scale prepared for this purpose was applied to the lower, middle and senior managers in the tourism enterprises operating in Hatay province. A total of 179 data were obtained and 165 data were evaluated by subtracting 14 missing data. The data obtained are analyzed and the strongest aspect of tourism in terms of tourism is that Hatay has a historical and cultural background, the weakest point is that it is not as clean as its beaches, the most important opportunity is that Hatay is declared a gastronomic city by UNESCO and the biggest threat Hatay has been identified as the ongoing civil war in Syria