Execution of TOWS Matrix (Results)

As has been mentioned above, similar tables as seen in figure 50, have been utilized for the identification of relationships between the respective factors and for further tactics, action od strategy formulation. In the following, these results will be presented for the WT, WO, ST and SO alternatives. For better referencing, they will be listed and elaborated in this particular order.

Weaknesses – Threats (mini – mini) alternative: Several factors of the external environment, like the divided jurisdiction of the Biosphere Reserve management, lack of funding and support, lower development of peripheral regions, its lower GDP, employment rate and social stability as well as different legislation regarding the involved countries and the currents Covid-19 travel and safety measures pose a serious threat to the development of the ‘’Amazing Amazon of Europe’’ destination. However, when these are taken into consideration with the identified weaknesses, an alternative would be to re-evaluate the meaningfulness of this endeavour or to turn to a survival strategy, where steps would be taken that would guarantee the mere survival of the destination. However, another possibility would be to attempt to overcome the identified weaknesses and convert them into strengths. Meaning, by possibly overcoming language barriers, defining the exact border, organize more ecological events, structure and identify the role of stakeholders and set a clear and defined marketing plan, to change the direction towards a SO (Strengths – Opportunities) position. This way, both the weaknesses and threats could be

minimized, and further better products and organization could be established, which would add additional value to the development.

Weaknesses – Opportunities (mini – maxi) alternative: In this approach, the weaknesses are attempted to be minimized as well as the opportunities maximized. One approach is similar to the WT alternative, where the weaknesses are attempted to be overcome and turned into strengths, thus creating a SO position. On the other hand, however, it is possible utilize and take advantage of the identified opportunities, to diminish the impact of the weaknesses. This would be possible by establishing a stronger combined effort for sustainability and nature conservation, thus expand possible ecological events and define the marketing measure upon that notion as well.

Another option is to fully utilize the digitalization within the tourism sector and expanding the information technology through a mobile application or data base. This would enable connecting the tourism information centres into a coherent unit, through which also innovative marketing could be driven and measured. Furthermore, information about public transport could be reviewed and language barriers tackled in the form of a possible translation aid or helpful phrase assistance (through the possible mobile application). In addition, this development has allowed health initiatives to be established without the necessary focus on modern technology to help the ageing population. Also, important to emphasize would be taking advantage of the niche of sustainable and eco-conscious travel, onto which special interest is laid in recent trend analysis results.

Strengths – Threats (maxi – mini) alternative: The scope of this strategy is based upon the entities strengths to overcome the environmental threats.

Meaning, that it utilizes and maximizes the former to overcome and diminish the latter. In the case of the ‘’Amazing Amazon of Europe’’ destination, this could be achieved through additional product development which could rise the employment rate and social stability within the region. Furthermore, the DDO could utilize other strengths like the first five countries transboundary bike

trail as a bookable product, the regions great offer of natural attractions as well as its pristine nature and cuisine and the good road system as well as available bridges to develop the region, thus attaining financial support, rising the regions GDP and elevate the overall development of peripheral areas.

Furthermore, the incorporation of the DDO could aid in not only the language barrier, different legislation and administrative barriers, but would also attend to matters of the Biosphere Reserve management as up until no unified framework for incorporation of the UNESCO regulations is in place. Due to the easy accessibility of medical centres, medical expertise is within close reach, meaning possible medical risks could be identified faster as well as treated more promptly. Besides, any safety regulations due to Covid-19 could be better enforced. Overall, the identified strengths should be attempted to be utilized as well as possible in order to achieve their full potential and impact.

Strengths – Opportunities (maxi – maxi) alternative: Strategies based on strengths and opportunities are the most sought after as they fully utilize their strengths as well as take advantage of the external possibilities given. For this particular case it is evident that the bookable product of the transboundary bike trail as well as the pristine natural beauty represent the major strengths identified. Through this, travel trends could be sought after, resulting in the expansion into international markets and promoting to the specific target group. Furthermore, an innovative and unique brand could be established, which should however be promoted adequately through allocated funding, which might pose as a difficulty to date. Through the implementation of right choices and the disposal of strengths identified, a rise in the general GDP, employment rate and social stability could be anticipated. This could not only be achieved by the involvement of the European Union, but also the common aspiration of the involved countries and their DDO. Altogether, the region seems to hold some admirable strengths. Additionally, the environment carries some promising opportunities, which ought to be exploited within the development of the transboundary destination.

Above, the four different alternatives of the TOWS Matrix by H. Weihrich have been described and elaborated for the case of the ‘’Amazing Amazon of Europe’’ destination and its touristic development. These four alternatives consist of the relationships between the strengths, weaknesses, opportunities and threats, which were identified in regard to the SWOT Analysis for the respective case. However, within the limited scope of this general analysis, which has been mentioned before, these results of the TOWS Matrix represent mere proposals. These results do not pose as actual recommendations but are rather an interpretation of the possibilities and options as well as a simple guide showing into which directions the development could be steered. In the following, the chapters will involve the discussion and conclusion, as these results culminate here for the case of the respective ‘’Amazing Amazon of Europe’’ destination.