تبیین راهکارهای توسعۀ گردشگری خلاق در خدمات گردشگری (مطالعۀ موردی: شهر اصفهان) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
برای توسعه گردشگری شهرها باید درجهت به کارگیری خلاقانه خدمات گام برداشته شود تا علاوه بر تأمین نیاز شهروندان و گردشگران، احساس رضایت خاطر آنها نیز فراهم شود. هدف از پژوهش حاضر بررسی مؤلفه های تأثیرگذار در توسعه گردشگری خلاق با تأکید بر بخش خدمات در شهر اصفهان است. نوع پژوهش از نظر روش توصیفی-تحلیلی و از حیث هدف کاربردی-توسعه ای است. اطلاعات لازم پژوهش از مطالعات کتابخانه ای-اسنادی و میدانی (پرسشنامه) گردآوری شده است. جوامع مطالعه شده شهروندان، گردشگران، متولیان و کارشناسان هستند. با استفاده از روش کوکران حجم نمونه شهروندان 383 نفر، گردشگران 384 نفر و حجم نمونه کارشناسان و متولیان به شیوه گلوله برفی 40 نفر تعیین شد که پرسشنامه ها براساس حجم نمونه های تعیین شده تکمیل شده است. همچنین، برای تجزیه و تحلیل اطلاعات از تکنیک پرومته فازی و نرم افزارهای EXCEL و GIS استفاده شده است. با توجه به نتایج حاصل از تکنیک پرومته فازی، منطقه 14 به دلیل بهره مند نبودن از عواملی نظیرتکنولوژی های جدید و کم اثر، احساس مسئولیت به محیط زیست، مسائل ایمنی و امنیتی، عرضه خدمات و محصولات بازیافت کردنی، شرایط طبیعی مطلوب، افزایش اعتبار با عرضه محصولات اصیل، برندی متمایز و مشهور، حمایت و اعطای تسهیلات به شرکت ها و متولیان، پتانسیل فراوان سرمایه گذاری خدمات، زیرساخت ها و تسهیلات لازم برای افراد با ناتوانی جسمی سبب شده رتبه اول را از نظر عدم برخورداری از خدمات خلاقانه گردشگری کسب کند؛ بنابراین برای توسعه عادلانه تر و جذب بهتر گردشگران با توجه به اینکه مناطق 14، 15، 11، 13، 12، 10، 9 و 7 در سطح های محروم تا بسیار محروم قرار گرفته اند، باید در اولویت برنامه ریزی قرار گیرند. از نوآوری پژوهش حاضر می توان به ارائه راهکارهای خلاقانه برای ارتقا وضعیت خدمات گردشگری و تجربه های مورد انتظار از خدمات گردشگری اشاره کرد تا به کمک آن گامی مثبت در تسهیل فرآیند خلاقانه خدمات گردشگری برداشته شود.Explaining Creative Tourism Development Strategies in Tourism Services (Case study: Isfahan City)
Cities should take steps to use creative services to develop tourism. In addition to meeting the needs of citizens and tourists, they should also bring satisfaction to them. In this regard, this descriptive-analytical study examined the current state of tourism services in Isfahan City and the role of effective factors in providing appropriate and creative services in the development of the tourism industry. It also seeks to provide creative solutions to reduce problems and make the most of tourism potential, especially tourism services in Isfahan City. The sample size encompasses citizens and tourists (384 people), and experts (40 people) who were selected using the Cochran formula and the snowball sampling method. The data were analyzed using the Fuzzy Promethee technique and EXCEL and GIS software. The results showed that Region 14 is in a very poor condition in terms of creative tourism services due to the lack of effective technologies, responsibility towards the environment, etc. The study suggests taking a positive step in facilitating the creative process of tourism services to improve the status of tourism services.Keywords: Tourism, Creativity, Tourism Services, Fuzzy Promethee.IntroductionTourism is one of the growing industries in the world (Burbano et al., 2022, p. 1). In developing countries where nature and culture tourism is the dominant form of tourism, the development of tourism causes the growth of transportation infrastructure (Kyara et al., 2022, p. 1). Economically sustainable tourism does not destroy the social fabric of the host society (Sørensen & Grindsted, 2021, p. 2). This approach is evident in almost all elements of the national economy that directly or indirectly employs the processes of meeting the needs of tourists (Łapko & Panasiuk, 2019, p. 291). Also, creativity has become a strategy for the development of individual skills, which is used by many cities and destinations in the world and is considered one of the most important success factors of competing cities (Mukhles, 2017, p. 1). Creativity and tourism affect each other and can be synergistic if properly managed (Ardhala et al., 2016, p. 671). In this regard, this study aims to investigate the current state of tourism services in Isfahan City and the role of effective factors in providing appropriate and creative services in the development of the tourism industry. Materials and MethodsThe study is descriptive-analytical in terms of method and applied-developmental in terms of purpose. The data needed for the research were collected from library-documentary and field studies (questionnaires). The studied sample includes citizens, tourists, trustees, and experts. The sample size of citizens and tourists determined by the Cochran formula was equivalent to 383-384 questionnaires. The sample size of experts (40 people) was determined using the snowball sampling method. Also, the Fuzzy Promethee technique and EXCEL and GIS software were used for data analysis. Research FindingsIn this study, 13 indicators in the environmental dimension, 15 indicators in the socio-cultural dimension, 15 indicators in the economic dimension, 14 indicators in the physical dimension, and 13 indicators in the managerial-political dimension have been examined. According to the results of the Fuzzy Promethee technique, Region 14 is in a very poor condition in terms of creative tourism services due to the lack of factors such as new and less effective technologies, a sense of responsibility towards the environment, security issues, the supply of recyclable products and services, favorable natural conditions, and so on. Regions 15, 11, 13, 12, 10, 9, and 7 in Isfahan are in poor to very poor conditions. Therefore, they should be prioritized in planning for fair development and better attraction of tourists. Discussion of Results and ConclusionsCreativity is one of the ways to get rid of existing dead ends and to open new doors for the society. A society that does not have enough creativity lacks life. Considering the results of this study, we can use creativity in different aspects of the society, including creative tourism, providing creative services, etc. Providing creative tourism services could encourage people to travel and visit many places. Also, people would be more willing to spend their time in recreational areas. Tourism services can act as the driver of the economic engine of the society, and by providing these services more favorably, we can attract more people's satisfaction. By creating a pleasant memory of traveling to these places, we can encourage tourists to have more trips. By providing creative solutions in order to improve the status of tourism services, a positive step should be taken in facilitating the creative process of tourism services.
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