تحلیل مدیریت گردشگری خلاق با مدل QSPM مطالعه موردی شهر زاهدان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه شهرسازی، دانشکده معماری و هنر، دانشگاه گیلان، رشت، ایران

2 گروه جغرافیای انسانی و آمایش، دانشکده علوم زمین، دانشگاه شهید بهشتی، تهران، ایران

چکیده

سابقه و هدف:  امروزه گردشگری به عنوان محرک توسعه اقتصادی و اجتماعی، به امری فراگیر تبدیل شده است. گردشگری خلاق با متبلور نمودن ارزش ­های فرهنگی سرزمینی متناسب با خرده فرهنگ­ های متعدد در ایران، نقشی اساسی در برنامه ­های راهبردی گردشگری این سرزمین دارد. تغییر روند گردشگری و اهمیت ویژه تجارب معنادار برای گردشگران، توجه به عوامل موثر بهره ­برداری بهینه از ظرفیت­ های موجود و نقش خلاقیت در موفقیت کسب و کارهای گردشگری ضرورت پژوهش در زمینه گردشگری خلاق را دوچندان می­ نماید. استراتژی خلاق و نوآور با آینده ­نگری روندهای جدید گردشگری خلاقانه، مطمئن‌ترین روندهای توسعه آینده را شناسایی می­ کند. هدف اصلی گردشگری خلاق ارائه تجربیات فعال به گردشگران از طریق مشارکت فعال در دوره‌ها و تجربیات یادگیری است. بنابرین، هدف پژوهش حاضر ارزیابی عوامل استراتژیک داخلی و خارجی و تعیین راهبرد مناسب توسعه گردشگری خلاق در شهر زاهدان می باشد. 
مواد و روش­ ها: روش تحقیق، توصیفی – تحلیلی و نوع آن کاربردی - توسعه ­ای است. اطلاعات به دو صورت اسنادی و پیمایشی (پرسشنامه و مصاحبه) جمع ­آوری شده است. جامعه آماری شامل 300000 نفر از شهروندان شهر زاهدان که از بین آنها 383 نفر به عنوان نمونه آماری پژوهش، بر اساس فرمول کوکران انتخاب گردید و داده ­های حاصل از آن با استفاده از مدل ­های SOWT و QSPM تجزیه و تحلیل شدند.
نتایج و بحث: طبق نتایج بدست آمده از تکنیک SOWT، راهبرد کلی برای توسعه­ ی گردشگری خلاق در زاهدان تدافعی (WT) با وزن نهایی 98/7 بوده است. نتایج حاصل از ماتریس برنامه­ ریزی استراتژیک کمی (QSPM) نیز نشان می­ دهد که از چهار استراتژی گروه WT، اولویت با استراتژی «ایجاد مکان­ های فرهنگی و هنری برای عرضه­ ی محصولات خلاق فرهنگی» (با نمره جذاب 966/11) می­ باشد.
نتیجه ­گیری: به‌منظور تحقق گردشگری خلاق در محدوده مورد مطالعه، متناسب با یافته­ های پژوهش، پیشنهاداتی از قبیل بازاریابی خلاقانه از طریق فناوری اطلاعات و ارتباطات، آموزش صنایع و تولیدات محلی، برگزاری جشنواره گویش­ های محلی، آموزش دوخت لباس­ های محلی و بومی و همچنین پختن غذاهای محلی در سطح استانی و ملی و ... با بکارگیری روش ­های ایجاد مشارکت بین گردشگر و محیط ارائه می­ گردد.

کلیدواژه‌ها

عنوان مقاله [English]

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

نویسندگان [English]

  • Mehrnaz Molavi 1
  • Ali Rahimi 1
  • Abdolbaset Dorzade mehr 2
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
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Keywords: Tourism
  • Creative Tourism
  • Active Participation
  • Zahedan City

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فصلنامه علوم محیطی
دوره 21، شماره 3
1402
صفحه 49-72

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