Tourism is one of the strengths of Phu Yen province. This study was conducted the method of aseessing the potential and exploition value of in a tourist and recreational context in Tuy Hoa City. This potential was explored throughout a range of criteria in terms of aesthetic, scientific, historical, economic values, degree and modality of exploitation. The results showed that the score of tourism potential value in Tuy Hoa City is quite average at 0.5 points. However, the score of tourism exploitation capacity in Tuy Hoa city is at a low level of only 0.36 points. That means Tuy Hoa City has not yet exploited the inherent tourism potentials to promote tourism development in the locality.

This paper presents a Quantified SWOT (Strengths, Weaknesses, Opportunities and Threats) analytical method and an analytical hierarchy process method which provides more detailed and quantified information on tourism potential in Tuy Hoa city. Quantified SWOT analysis was used to assess the competing strength of Tuy Hoa’s tourism potential with other places. The results of the study presented that Tuy Hoa city has many advantages of beautiful natural landscapes, nature, rivers and mountains. The results of the comparing value of internal and external factors of Tuy Hoa’s tourism potential indicated it under high competitive pressure from neighbor destinations such as Phan Thiet, Hue, Nha Trang and Da Nang. Tuy Hoa’s tourism potential was lower than that of neighbor cities but it has more attractive tourism features.