Creative tourism management analysis using QSPM model, case study: Zahedan city

Document Type : Original Article


1 Department of Urban, Faculty of Art and Architecture, University of Guilan, Rasht, Iran

2 Department of Human Geography and Regional Planning Development, Faculty of Earth Sciences, Shahid Beheshti University, Teharan, Iran


Introduction: Nowadays, tourism has become an all-encompassing aspect as a driver of economic and social development. Creative tourism has a fundamental role in the strategic plans of tourism in Iran, by crystallizing the cultural values of the land according to the many subcultures in Iran.The change in tourism trends and the importance of meaningful experiences for tourists, attention to the effective factors of optimal utilization of existing capacities and the role of creativity in the success of tourism businesses shows the necessity of research in the field of creative tourism.Incorporating creative and innovative strategies while anticipating emerging tourism trends helps identify the most reliable paths for future development.  . The main goal of creative tourism is to provide favorable experiences for tourists through active participation in courses and learning experiences. Therefore, the purpose of the current research was to evaluate the internal and external strategic factors and determine the appropriate strategy for the development of creative tourism in Zahedan.
Material and methods: The research method is descriptive-analytical and its type is applied-developmental. The information has been collected in two ways: documents and surveys (questionnaires and interviews). The statistical population includes 300,000 citizens of Zahedan city, of which 383 people were selected as the statistical sample of the research, based on Cochran's formula, and the resulting data were analyzed using SOWT and QSPM models.
Results and discussion: According to the results of the SOWT technique, the overall strategy for the development of creative tourism in Zahedan was defensive (WT), with a final weight of 7.98. The results of the Quantitative Strategic Planning Matrix (QSPM) also showed that out of the four strategies of WT Group, priority is given to the strategy of "creating cultural and artistic places  to supply creative cultural products" (with an attractive score of 11.966).
Conclusion: In order to realize creative tourism in the studied area, in accordance with the findings of the research, suggestions such as creative marketing through information and communication technology, training of local industries and productions, holding a festival of local dialects, training in sewing local and indigenous  clothes as well as cooking local dishes at the provincial and national level, etc., are presented by using the methods of creating partnership between tourists and the environment.


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