سناریونگاری بازاریابی گردشگری روستایی در فضاهای پیراشهری (مطالعه موردی: روستاهای پیرامون شهر سنندج) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
توسعه پایدار گردشگری منوط به برنامه ریزی منسجم و یکپارچه بازاریابی گردشگری با رویکرد آینده پژوهی است. هدف پژوهش حاضر شناسایی پیشران های کلیدی و سناریونگاری بازاریابی گردشگری روستایی در فضاهای پیراشهری است که به صورت مطالعه موردی در روستاهای گردشگرپذیر پیرامون شهر سنندج انجام گرفته است. این پژوهش ازلحاظ هدف کاربردی و ازلحاظ ماهیت و روش، توصیفی تحلیلی است که با رویکرد آینده پژوهانه انجام گرفته است. جهت شناسایی پیشران های کلیدی از نرم افزار میک مک و جهت ارائه سناریوها از نرم افزار سناریو ویزارد استفاده شده است. نتایج پژوهش نشان داد در میان 25 عامل اصلی تأثیرگذار بر بازاریابی گردشگری در روستاهای پیرامون شهر سنندج، 5 متغیر کلیدی به عنوان پیشران های کلیدی شناسایی شده اند. این متغیرها عبارت اند از: تبلیغات (توزیع بروشور، شفاهی، رسانه های اجتماعی) (A1)؛ سرمایه گذاری (A11)؛ جذابیت و مدیریت یکپارچه مقاصد گردشگری (A14)؛ آگاهی جامعه محلی در خصوص گردشگری (A16) و مشارکت جوامع محلی در فرایند توسعه گردشگری (A18). همچنین نتایج نشان داد 19 سناریو در خصوص بازاریابی گردشگری در روستاهای پیراشهری سنندج حاصل شده است که در چهار گروه سناریوهای با شرایط بسیار مطلوب، سناریوهای با روند ایستا و بهبود نسبی در برخی عوامل، سناریوهای در آستانه بحران و سناریوهای بحرانی تقسیم بندی شده اند. درمجموع می توان چنین عنوان کرد که برای دستیابی به سناریوی مطلوب، باید به تمامی عوامل تأثیرگذار بر بازاریابی گردشگری روستایی به ویژه پیشران های کلیدی، توجه ویژه معطوف گردد، در غیر این صورت سناریوی نامطلوب اتفاق خواهد افتاد که در آن، تمامی پیشران های کلیدی در وضعیت نامطلوبی خواهند بود و نتیجه نهایی آن، بحران در بازاریابی گردشگری روستایی است.Scenario planning of rural tourism marketing in peri-urban spaces (case study: villages around Sanandaj city)
IntroductionConsidering that several factors can be effective in the development of rural tourism and its marketing process, it is important and necessary to identify the drivers and drivers of rural tourism marketing and scenario planning regarding rural tourism marketing. By relying on scenario planning in rural tourism marketing, it is possible to provide the necessary cognitive background for the sustainable development of tourism in rural areas in the future. Around the city of Sanandaj as the capital of Kurdistan province, there are many villages that have many natural and human attractions in terms of tourism. Among the villages located around the city of Sanandaj, the villages of Noura, Qar, Brazan, Salavat Abad, Babariz, Sarab Qamish and Arendan receive a significant number of tourists. The reason is the existence of ecotourism residences, a beautiful landscape, the availability of services and amenities, accommodation and health, and a short distance from Sanandaj city. In line with the sustainable benefit of the local community from the benefits of rural tourism, paying attention to the marketing category with a scenario-based approach in these tourist destinations can guarantee the sustainable development of tourism in these peri-urban spaces. Therefore, according to the mentioned materials, the main questions of the present research are: What are the key drivers affecting the development of tourism marketing in the peri-urban villages of Sanandaj city? And what scenarios can be presented for the development of tourism marketing in the peri-urban villages of Sanandaj?Methodology In order to identify the key drivers effective on tourism marketing in the villages around Sanandaj city, the process was as follows: First, through the Delphi method and using the opinions of 50 experts and specialists in rural planning and tourism, among all the primary factors affecting rural tourism marketing, 25 main variables have been identified and extracted. In the following, by distributing a questionnaire and surveying 30 experts and experts, through cross-effects analysis, the key drivers affecting tourism marketing in the villages around Sanandaj city have been identified using Micmac software. After identifying the key drivers, by distributing the third-stage questionnaire among 20 experts and experts, using the Scenario Wizard software, the possible and desirable future scenarios of tourism marketing in the villages around Sanandaj city have been presented.Results and discussionThe results of the research showed that among the 25 main factors affecting tourism marketing in the villages around Sanandaj city, 5 key variables have been identified as key drivers. These variables are: advertising (spreading leaflets, word of mouth, social media) (A1); investment (A11); attractiveness and integrated management of tourist destinations (A14); Awareness of the local community regarding tourism (A16) and the participation of local communities in the tourism development process (A18). Also, the results showed that 19 scenarios regarding tourism marketing have been achieved in the suburban villages of Sanandaj, which are divided into four groups: scenarios with very favorable conditions, scenarios with a static trend and relative improvement in some factors, scenarios on the brink of crisis, and critical scenarios.ConclusionAdvertising in rural tourism marketing in peri-urban spaces, including advertising through leaflets, word of mouth and using social media, is very important. These marketing tools as basic solutions can help to develop and attract tourists to rural settlements around cities. Distributing tracts in peri-urban areas, especially near urban centers, can be an efficient method to attract the attention of tourists. These tracts can include information about rural tourism attractions, local activities, accommodation services, and tourist tours that attract and encourage the audience to visit villages and natural areas. Investment can also significantly help to develop tourism in rural settlements and improve the economic and social status of these areas. Some of the importance of investment in this field are: development of infrastructure and services, development of tourism culture, promotion and marketing, improvement of employment level and environmental protection. The results showed that management in tourism marketing in peri-urban villages is very important in different aspects such as planning and strategizing, human resources management, financial management, communication and marketing management, and service and facility management. The level of awareness of the local community is also considered as one of the main success factors in the development of rural tourism. Some of the effects of this awareness in tourism marketing in peri-urban villages are: participation of the local community, introduction of local resources and attractions, preservation and development of local culture and acceptance and welcoming of tourists. The participation of local communities in the process of tourism development in peri-urban spaces has a significant effect on rural tourism marketing. This partnership can help the sustainable and successful development of the tourism industry in rural settlements and is very important in rural tourism marketing. Some of the effects of the participation of local communities in the marketing of rural tourism in peri-urban spaces are: ensuring the provision of local experience, developing regional products and services, and enhancing the experience of tourists.Also, the results indicate the future offending scenarios of tourism marketing in Sanandaj peri-urban villages. The results of this section indicate that a total of 19 scenarios have been identified for the future of tourism marketing in the peri-urban villages of Sanandaj, among which one scenario is in a favorable situation and one scenario is in an unfavorable situation, and the other scenarios are between the favorable scenario and the unfavorable scenario. . In order to achieve the desired scenario, special attention should be paid to all the factors influencing tourism marketing in the peri-urban villages of Sanandaj, especially the key drivers.
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