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... SWOT ANALYSIS Introduction Tourism planning and development entails looking at different aspects of the destination to find out both external and internal factors that influence the industry (Haugland et al., 2011). One of the steps is the market search or economic analysis of the destination. By definition, SWOT analysis is the evaluation of possible strengths, weaknesses, opportunities within an economic market (Helms, & Nixon, 2010). The factors are very crucial in determining the success of a business. In the tourism industry for instance, there are many internal and external environmental factors that influence the planning and development of the attraction sites. On the other hand, the...