Objective: This study aimed to develop a strategic framework and an executable multi-platform roadmap for establishing and developing a tourism television network in Mazandaran Province, taking into account the province's media, economic, cultural, infrastructural, and tourism conditions.
Method: The study was developmental-applied and employed a sequential exploratory mixed-methods design (QUAL→QUAN). In the qualitative phase, 15 experts in tourism, media, and communication were selected purposively and interviewed through semi-structured interviews until theoretical saturation was achieved. The data were analyzed through thematic analysis and open, axial, and selective coding. The extracted themes were converted into SWOT factors and subsequently into questionnaire items. In the quantitative phase, a researcher-made questionnaire containing 40 items, including 4 demographic questions and 36 SWOT items, was administered by census to 100 experts. Reliability was assessed in a 30-person pilot study; the overall Cronbach's alpha was 0.71. Strategic analysis was conducted using IFE, EFE, SWOT, IE, and QSPM matrices.
Results: The final IFE score was 2.408, slightly below the 2.50 benchmark, indicating a need to strengthen internal readiness rather than project infeasibility. The EFE score was 2.750, above the benchmark, indicating a relatively favorable external environment. Their combination placed the project in the conservative WO position. QSPM ranked phased implementation beginning with a low-cost pilot first (TAS = 2.418), establishment of a local content think tank second (TAS = 2.170), and systematic use of Mazandaran's diverse attractions for attractive content production third (TAS = 2.097).
Conclusions: The findings support a phased, multi-platform development model in which external opportunities are initially used to compensate for financial, content, infrastructure, and audience-related weaknesses. Accordingly, a four-stage roadmap was proposed: pilot implementation, content and audience stabilization, multi-platform expansion and revenue development, and national/international scaling. This pathway enables gradual capacity building and creates the conditions for a later shift from conservative WO strategies toward growth-oriented SO strategies.