بخش بندی مراکز تجاری گردشگری شهر مشهد با رویکرد ترکیبی الگوریتم ژنتیک و تحلیل خوشه ای فازی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
سیستم گردشگری هر مکان کلیتی است، مشتمل بر بخش ها، اجزاء و عناصر متعدد و پیچیده که در ارتباط متقابل با یکدیگر و برخورداری از شبکه، سلسله مراتب، ساختار و کارکرد، جایگاه خود را در بازار رقابتی به دست می آورد. در این راستا مشهد مقدس به عنوان قطب گردشگری مذهبی ایران سالانه میزبان میلیون ها نفر از زائرین داخلی و خارجی می باشد که در کنار زیارت حرم مطهر حضرت علی بن موسی الرضا علیه السلام به امور درمانی، تفریحی، خرید و تجاری نیز می پردازند. بنابراین مشهد به عنوان کلان شهر مذهبی و اقتصادی باتوجه به دارا بودن مراکز تجاری گردشگری متعدد از دیرباز به عنوان اهداف خرید تجاری گردشگران مورد توجه بوده است. این تحقیق با استفاده از نگاه سیستمی به گردشگری، اقدام به استخراج شاخص های جذب گردشگران به مراکز تجاری و خوشه بندی 20 مرکز تجاری مشهد با استفاده از الگوریتم خوشه بندی C-mean فازی و الگوریتم ژنتیک می نماید. یافته های تحقیق بر مبنای ابعاد عرضه، تقاضا و واسطه های خرید منجر به تشکیل چهار خوشه با نام های مراکز تجاری گردشگری سنتی، مدرن، مشهور و تفریحی- تجاری گردید که هریک از مراکز مورد بررسی با درجات عضویت متفاوتی به این خوشه ها تعلق دارند. همچنین به منظور بررسی تفاوت نتایج روش ه ای خوشه بندی، از آزمون تحلیل واریانس چند متغیره استفاده شد که نتایج موید عدم تفاوت معنادار بین روش های خوشه بندی انجام شده می باشد.Segmenting the Tourist Shopping Centers of Mashhad through Using a Hybrid Algorithm of Genetic and Fuzzy C-Mean
ExtendedTourism system of any location consists of segments, parts and complicated elements which are mutuallyconnected and have network, hierarchy, structure and application in a competitive market. In this regard, Mashhad, as a religious and tourism hub in Iran hosts millions of domestic and international pilgrims to the shrine of Imam Reza annually. Besides visiting its holy shrine, the pilgrims come to this city for medical, recreational and commercial affairs. Mashhad as religious and economic metro police has numerous shopping centers for tourists. The current study has a systematic view toward tourism, and tourists'interest shopping centers. It also aims to study this from a fuzzy c-mean and Genetic algorithm viewpoints which result in 4clusters named traditional, modern, famous and recreational-commercial centers. In order to investigate the significant difference between the two clustering methods, MANNOVA is used in order to show the significant difference between the two methods. Introduction In the present era, evolvement and development in various fields of business and tourism have become one of the main elements of trade economy in the world. In this context, regardless of the key goals such as tourism, pilgrimages, educationand meeting with friends and relatives, healthcare and safety objectives, commerce and trade. Materials and Methods The study follows a new procedure regarding previous studies, regarding tourism system elements. The survey analyses the main shopping centers as destinations of commercial tourists in the city of Mashhad (see table 1), which is known as biggest religious city of Iran. Regional planned shopping centers are clustered using fuzzy c-mean algorithm. In order to overcome the lack of local minimum in fuzzy c-mean method, the genetic algorithm is employed. Table (1): the name of the shopping centers Code Shopping Center name code Shopping Center name 1 Almas-e-shargh 11 Be'sat 2 Khayyam grand mall 12 Markazy mall 3 Kaveh International bazaar 13 Hakim 4 PadidehShandiz 14 Ghadir 5 VesalShopping Center 15 Omid shopping center 6 PromaComplex 16 Alton Tower 7 Village Tourist 17 ZistKhavar Complex 8 Goharshad 18 Kian Center 9 JannatBazar 19 Salman Tower 10 Reza Bazaar 20 17 ShahrivarCommercial Zone Following our objectives, the data collected are analyzed in the way specified in tourism system elements. In order to analyze the dimensionality of shopping center values we appliedexperts’ comments on each element. This study is mainly based on a questionnaire which was filled by experts about shopping centers. Then the valuesa wereimported to fuzzy c-mean method based on the similarity of centeral points in each cluster. Finally the findings of the two methods are compared with MANOVA method to show the credibility of clustering. Discussion and Result Fuzzy c-mean cluster analysis was used to segment shopping centers according to the tourism system attributes (demand, supply and facility). The number of segments was determined by the minimum function value coefficients in fuzzy c-mean method. The findings showed that 20 shopping centersin Mashhad were clustered into 4 segments. The 4 segments are named according to the main criteria which were collected from experts' comments toward shopping centers in each element. The segments are named traditional, modern, famous and recreational-commercial. The shopping center has a degree of membership to each segment that provides an adequate view for managers to make a plan for tourism development in Mashhad.Tables 2 shows the 4 segments and the degree of membership of the centers. Table (2): Segments and degree of membership code Center name Segment code Center name Segment 1 2 3 4 1 2 3 4 1 Almas-e-shargh 0/870 0/081 0/042 0/007 11 Besat 0/089 0/070 0/064 0/778 2 KhayyamgratMall 0/771 0/126 0/091 0/012 12 Markazi mall 0/072 0/058 0/862 0/008 3 Kaveh International Bazaar 0/892 0/066 0/036 0/006 13 Hakim 0/086 0/073 0/828 0/012 4 PadidehShandiz 0/054 0/046 0/036 0/864 14 Ghadir 0/069 0/060 0/862 0/008 5 VesalShopping Center 0/670 0/230 0/085 0/015 15 OmidShopping Center 0/199 0/147 0/636 0/019 6 Promacomplex 0/740 0/161 0/085 0/014 16 Alton Tower 0/064 0/899 0/032 0/005 7 Village Tourist 0/215 0/159 0/105 0/520 17 Zistkhavar 0/086 0/857 0/050 0/006 8 Goharshad 0/096 0/076 0/821 0/008 18 Kian Center 0/160 0/769 0/058 0/013 9 JannatBazaar 0/096 0/076 0/821 0/008 19 Salman Tower 0/137 0/799 0/054 0/010 10 Reza Bazaar 0/084 0/076 0/830 0/010 20 17 Shahrivar 0/238 0/300 0/444 0/018 Conclusion The purpose of this study is to cluster shopping malls regarding tourism system. Regarding the determination of shopping mall important aspects, and using genetic and fuzzy c-mean method, the results revealed 4 segments, namely traditional, modern, famous and recreational-commercial. The findings of the present research have important managerial implications. Giventhe emphasis of Iranian customers on attractiveness of shopping motives and experiencesbesides visiting Imam Reza holy shrine in Mashhad, they make most of their purchases prior to their mall visits and marketing stimulation inside and outside of the shopping centers.Therefore, marketing campaigns should be focused on providing information aboutretailer’s offers and destination attractions. Social and recreational appeals for attracting consumers tothe mall may not work well and merchandise appeals may be more persuasive. Furthermore, consumers in order to staylonger at the shopping centermust be paid attention to. 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