تحلیل عوامل تأثیرگذار بر وضعیت بازاریابی گردشگری روستایی در یک حوزه ی کلانشهری از دیدگاه کارشناسان؛ مورد: روستاهای شمال تهران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
روستاهای شمالی استان تهران همانند بسیاری از مناطق روستایی ایران به رغم برخورداری از امکانات بالقوه، داشتن جاذب های فراوان گردشگری و نزدیکی به کانون های پرجمعیت شهری، فرصت های بسیار مناسب برای توسعه ی گردشگری را داراست. اما با این وجود، تاکنون اقتصاد گردشگری در این روستاها جایگاه واقعی خود را نیافته است. هدف تحقیق حاضر، شناسایی وضعیت مؤلفه های جذب گردشگر در روستاهای شمال تهران و تعیین اولویت های برنامه ریزی برای جذب گردشگر به این روستاها می باشد. در این تحقیق با استفاده از پرسش نامه ای با 46 سوال، موضوع از دیدگاه 40 تن از کارشناسان معاونت گردشگری سازمان میراث فرهنگی، صنایع دستی و گردشگری استان تهران بررسی شد. بعد از تشخیص مناسب بودن داده های مربوط به مجموعه متغیرهای مورد تحلیل، از آزمون های تحلیل عاملی برای تعیین عوامل اثرگذار و از آزمون فریدمن برای اولویت بندی میزان تأثیر مؤلفه ها در توسعه ی گردشگری روستاهای شمال تهران استفاده شد که نتایج حاصل، حاکی از اهمیت بالای مؤلفه های مردم و کارکنان و تبلیغات می باشد. هم چنین به منظور تعیین اولویت های برنامه ریزی برای جذب گردشگر از روش فولر سلسله مراتبی استفاده شده که بر این اساس، مؤلفه تبلیغات بالاترین اولویت را به خود اختصاص داد.An Analysis of the Factors Impacting Rural Tourism Marketing in a Metropolitan Rural Area from the Viewpoints of Experts Case Study: Northern Part of the Tehran Metropolis
Introduction Due to the special characteristics of tourism products, the role of marketing is very important in this industry. Effective use of marketing tools is essential for a country or a region's tourism. Marketing can be offered to tourists who want to visit the area. Results show that tourism development can improve employment and income, and can diversify the economy, social participation and utilization of local resources. Villages in northern Tehran, with many tourism attractions and proximity to large urban centers, offer excellent opportunities for attracting tourists from all over the world. The aim of the present study is to identify the factors attracting tourists in the villages that are in the north. The study uses a questionnaire with 46 questions and the statistical society are the employees of the Tourism Department of Cultural Heritage, Handicrafts and Tourism Organization of Tehran province. Data processing was carried out by SPSS software and factor analysis and Friedman test were also used. Friedman test for the prioritization of the tourism development in rural areas of north Tehran we used the results suggest the importance of advertising, public and employees. It also plans to set priorities for attracting tourists Fuller Triangle hierarchical method is used according highest priority components of the ads themselves. Today, tourism is particularly important in rural areas and communities as a means to the welfare. Now tourism a special place in the economy and plays an active and effective role in the promotion of economic, social and cultural development, especially in developing countries. Despite the immense benefits of rural tourism for rural development, must be done special planning for attract tourists. Considering that criteria to attract tourists are is too many, determine the status of this rural and priorities for planning is special needs. Rural tourism target Tehran Province (26 villages) such as Sangan Village, Afjeh, Barge jahan, Shemshak, Hrandh and etc. despite highly valued tourist attraction, were not successful to attract tourism. Therefore, the aim of this study to identify criteria to attract tourism, assessment and prioritization of rural areas in terms of these criteria to a scientific approach to planning and increasing tourist attraction in the villages. Materials and Methods This study method is descriptive – analytic. Required data obtained by the two methods: quantitative and documents. In the areas of documentation, data gathered from the study, library research and literature. Field survey data were collected using a questionnaire containing 46 questions. The statistical population, all employees of the tourism department, Cultural Heritage, Handicrafts and Tourism Tehran, which 40 of them were selected by random sampling . Data analysis using SPSS, using factor analysis and Friedman test was performed. Also to determine plans for rural tourist attraction used Fuller Triangle hierarchical method. Discussion and Results In order to determine the suitability of the data sets analyzed variables in the analysis, KMO index and the Bartlett's test was used. Bartlett's test was significant at the 99% confidence level and an appropriate amount of KMO indicates the correlation and factor analysis is appropriate for variables. That variables loaded on each factor above 0.5 are the form factor and the variables that do not allow the accumulation of these make up another factor. The result has been reduced to 46 variables, 8 factors that can explain the factor of 86.747 percent. In order to determine the ranking of each of the factors identified in the villages of northern Tehran (status quo), the Friedman test was used. Accordingly, the mean of the components of the tourism marketing mix alpha 0.01. However, the highest rank of the field staff and the lowest is advertising. One sample t-test including the spectral range between 1 to 5 Likert fluctuates; the rate for all dimensions above average condition (3) has been evaluated. The difference in the level of alpha 01/0 is meaningful. Conclusions In this study, used factor analysis, Friedman test, Fuller hierarchical techniques. In these tests, the people and staff as well as planning and management are in the best condition. However, despite importance of advertising in villages of northern Tehran, the situation is not appropriate. Fuller hierarchical model results show that the most important prices to attract tourists in the villages of northern Tehran.
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