تحلیل و اولویت بندی موانع توسعه گردشگری استان کرمان از دیدگاه خبرگان بخش های خصوصی و دولتی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
جهت پژوهش حاضر با هدف شناسایی و اولویت بندی موانع توسعه گردشگری استان کرمان از دیدگاه خبرگان بخش خصوصی و دولتی انجام شده است. جامعه آماری شامل خبرگان بخش های دولتی و خصوصی آشنا با مسایل گردشگری استان کرمان است.ابتدا مهم ترین موانع اصلی توسعه گردشگری با استفاده از مبانی نظری در چهار دسته کلی شامل موانع زیربنایی، موانع بازاریابی، موانع فرهنگی-اجتماعی و موانع مدیریتی و ساختاری شناسایی و 20 زیر معیار برای این موانع تعیین گردید. به این ترتیب سلسله مراتب مراتب درخت تصمیم طراحی شد. آنگاه بر اساس نظر خبرگان و با روش فرایند تحلیل سلسله مراتبی داده ها موانع توسعه گردشگری استان اولویت بندی شده است. از دیدگاه جامعه مورد مطالعه، اولویت موانع مزبور به ترتیب عبارتند از؛ موانع زیربنایی با وزن 297/0، موانع بازاریابی با وزن 257/0، موانع فرهنگی-اجتماعی با وزن 235/0 و موانع مدیریتی و ساختاری با وزن 214/0. ضعف خدمات هتلداری و رستورانداری با وزن 175/0 حایز رتبه اول در میان زیر معیارهاست. استفاده ناکافی از صدا و سیمای شبکه استانی برای معرفی جاذبه ها با وزن 105/0 در اولویت دوم و ناآگاهی عمومی از مزایای گردشگری با وزن 091/0 سومین اولویت را در میان زیرمعیارها کسب کرده است.The Analysis and Prioritization of Tourism Development Obstacles in Kerman Province from the Perspective of Experts of Official and Private Sectors
Introduction Countries see tourism as one of the most significant sources of foreign income. The phenomenon entails such significant issues as predicting needs and attracting current and future tourists’ satisfaction, so that it has made activists of this field seriously compete each other. Due to the significance of tourism and the role that it has played in economic and socio-cultural development over the history, regional and national managers and officials endeavor to make plans for expanding this industry. Moreover, researchers emphasize the significance of examining those factors that may exert an influence on the obstacles to tourism development planning and taking most advantages of the industry towards improving the economy of their own communities. It is noteworthy that some of these factors and obstacles are related to the nature of competitive market and consumers’ demands and yet some others are related to the generation of a desirable environment for customers and employees of tourism services. Therefore, it is totally necessary to explore the obstacles to tourism development in order to identify and categorize them. Holding precious historical background and hundreds of historical monuments and tourism attractions, Kerman province is considered one of tourism hubs of Iran. However, the development of tourism industry in Kerman is not corresponded with its potentials. Some previous research confirm this claim. Considering the above-mentioned issues, this study endeavored to identify and prioritize the ideas of experts of the public and private sectors of Kerman province in the field of tourism regarding the obstacles to its development. Therefore, relying on theoretical foundations and taking the perspective of experts in the public and private sectors of Kerman province, this study tried to see the tourism development obstacles in Kerman province and how experts prioritize these obstacles. Method The data collection of this applied and descriptive study was done in late 2021 and early 2022 through a questionnaire. Analytic Hierarchy Process (AHP) was applied to prioritize the key obstacles and the subset of each of the main factors. The statistical population consists of experts, specialists, and senior managers of the public and private sectors active in the tourism industry of Kerman province, as well as the faculty members of Kerman University who were professional in the subject matter. Due to the limited number of members of the mentioned community, the sample was determined to include all members of the statistical population (i.e., 42 people). The questionnaires were delivered in person to all participants (42 experts). Moreover, Expert Choice software was used to prioritize the obstacles and hierarchical analysis of the obtained data. Results Reviewing the previous studies on the obstacles to tourism development, as well as considering the characteristics and capabilities of the studied area, some obstacles to the tourism development of Kerman province were mentioned by experts of the private and public sectors. At the first stage, the most significant obstacles to tourism development were identified using theoretical foundations. They were classified in four general categories, including infrastructure obstacles, marketing obstacles, socio-cultural obstacles, and managerial and structural obstacles. Twenty sub-criteria were identified for these obstacles. Then, the hierarchy of decision tree was designed. At the next stage, using the opinion of experts and applying the hierarchical analysis process method, the data on the obstacles to tourism development of Kerman province were prioritized. Discussion and Conclusion From the experts’ perspective, the mentioned obstacles are prioritized in the following order: infrastructure obstacles (with a weight of 0.297), marketing obstacles (with a weight of 0.257), socio-cultural obstacles (with a weight of 0.235), and managerial-structural obstacles (with a weight of 0.214). Weak hotel and restaurant services (with a weight of 0.175) holds the first rank among the sub-criteria followed by insufficient use of the potential of provincial broadcasting for introducing the tourism attractions of this province (with a weight of 0.105), and unawareness of the public of the benefits of tourism (with a weight of 0.091). In line with the first rank of infrastructure obstacles to tourism development, the researchers’ observations showed that such issues as infrastructure deficiencies like suitable urban and midway accommodations and weakness of the transportation system, are not only significant factors increasing the dissatisfaction of tourists who visit Kerman, but also one of the major causes of unwillingness of Iran’s major tourism agencies to send tourists to this province. Given that Kerman province is the largest province of Iran in terms of the land and there are great distances between the cities, access to tourism attractions requires providing extensive accommodation and travel facilities. Considering the results, this study offer some suggestions for further research. First, doing a similar research in other regions of Iran and taking the opinions of more experts in a collaborative decision-making environment. Second, examining the factors that can have a mediating or moderating role on tourism development, including macro-economic factors like inflation. Third, conducting a sociological study, investigating sustainable tourism development in this province. It is noteworthy that the results of this study have been affected by some limitations: A) the limited number of experts and specialists for the survey; B) the difficulty of completing the AHP questionnaire, which despite the detailed instructions, some of respondents had problems. However, to solve the problem more and necessary explanations were provided.
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