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Prioritization of Strengths, Weaknsses, Opportunities and Threats of Indian Medical Tourism Sector using Integratd Swot Ahp Analysis

Puneeta Ajmera , Dr. Mahavir Singh , Dr. H.K.Satia

Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis is a popular tool which examines strengths and weaknesses (internal factors) of an organization or industry together with opportunities and threats (external factors) of the marketplace environment. SWOT analysis is the best method to provide the basic outline to take strategic decisions. In this study, we have integrated SWOT analysis with multicriteria decision making technique called Analytic Hierarchy Process (AHP) to rank different strengths, weaknesses. opportunities and challenges of Indian medical tourism in order of prioritization. In AHP approach pairwise comparisons among factors or criteria is performed in order to prioritize them using the group priority scores calculation. The objective of using the integrated SWOT AHP method is to improve the quantitative aspect of strategic decision making process.