شناسایی و اولویت بندی معیارهای مؤثر در برندسازی جاذبه های گردشگری شهر تهران با بهره گیری از روش های تصمیم گیری چندمعیاره (DEMATEL-ANP) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
رقابت در حوزه گردشگری شهری امروزه به دلیل تشابه خدمات و امکانات شهرها دیگر میسر نیست؛ بنابراین داشتن نام تجاری تأثیرگذار، به عبارتی دیگر برند شهری، یکی از شیوه های مؤثر برای ایجاد تمایز در این مقصدهاست. در این راستا، هدف پژوهش حاضر شناسایی مؤثرترین معیارها و زیرمعیارها در ارزیابی ظرفیت های شهر تهران و وزن دهی آن ها برای رتبه بندی آنان به منظور انتخاب مناسب ترین جاذبه ها برای متمایزسازی و برندسازی این شهر است. نوع پژوهش توسعه ای کاربردی و توصیفی پیمایشی بوده و 7 معیار و 38 زیرمعیار از ادبیات موضوع استخراج شده اند تا 10 جاذبه برتر گردشگری شهر تهران را براساس انتخاب خبرگان اولویت بندی کنند. سه پرسش نامه در این پژوهش طراحی شدند که دو پرسش نامه در میان 35 نفر از مدیران و خبرگان گردشگری و پرسش نامه دیگر میان 40 نفر از گردشگران خارجی به ترتیب با روش های نمونه گیری هدفمند و در دسترس توزیع شد. برای بررسی داده های پرسش نامه ها از روش دیمتل مبتنی بر تحلیل شبکه ای استفاده شد. یافته های پژوهش نشان داد که زیرمعیارهای مربوط به منحصربه فرد بودن جاذبه با امتیاز 0.03451، تنوع جاذبه با امتیاز 0.03347 و درآمد زایی با امتیاز 0.03324 به ترتیب اولویت اول تا سوم را در میان 38 زیرمعیار کسب کرده اند. همچنین کاخ گلستان با امتیاز 0.14341 اولویت نخست را در میان جاذبه های شهر تهران برای برندسازی به دست آورد؛ بنابراین کاخ گلستان به عنوان جاذبه ای با ظرفیت بالا برای برندسازی و بازاریابی شهری از اهمیت بسزایی برای گردشگران برخوردار بوده و جاذبه مناسب برای متمایزسازی شهر تهران است. تمرکز بر اصالت و هویت بصری کاخ گلستان با هدف تقویت تصویر این مکان در رسانه های داخلی و خارجی در راستای نتایج پژوهش پیشنهاد می شود.Prioritizing appropriate attractions for city branding (Case study of Tehran city)
Urban tourism competition has intensified due to the similarity of services and facilities among cities. Thus, creating a strong and effective brand known as urban branding has become crucial for differentiation. This study aims to identify and prioritize the most influential criteria and sub-criteria for evaluating Tehran’s urban capacities, ultimately selecting the top attractions to distinguish and brand the city. The research is developmental/applied and descriptive/survey-based, extracting seven criteria and 38 sub-criteria from the literature. These were used to rank Tehran’s top 10 tourist attractions based on expert opinions. Three questionnaires were designed: two were distributed among 35 tourism managers and experts using purposive sampling, and one among 40 international tourists using convenience sampling. Data were analyzed using the DEMATEL method combined with an analytic network process (ANP). Findings revealed that the sub-criteria of attraction uniqueness (score: 0.03451), attraction diversity (score: 0.03347), and revenue generation (score: 0.03324) ranked as the top priorities. Among the attractions, Golestan Palace, with a score of 0.14341, was identified as the most suitable for branding Tehran. As an iconic attraction with high branding potential, Golestan Palace is critical for enhancing the city’s distinction. The study recommends focusing on the authenticity and visual identity of Golestan Palace to strengthen its image in domestic and international media, thereby promoting Tehran as a unique urban destination. Keywords: Tourist Attractions, Urban tourism, City Branding, Destination Branding 1. Introduction Nowadays, because of competition and attendance of lots of competitors in tourism industry, countries have to in order to attract tourists, apply many ways. Due to having many tourist attractions such as historical places or even modern buildings, one of the most important tourist destinations are cities especially metropolitan area can cause to increase the number of incoming whether foreign or domestic tourists. So, to define a unique brand for cities, on the other hands, city branding is one way differentiating tourist destinations in compression to other places. As it has mentioned, the aim of the present study is to evaluate and classify tourist attractions of Tehran city as a case study in order to achieve destinations that are the best potential of turning to a strong destination brand by using effective criteria in tourism branding. 2. Methodology In terms of goal, this present study is applied, in terms of data collection, it is a survey research. For collecting data, it is used library resources such as papers and scientific base. Based on the goal of this study that is to identify appropriate locations for Urban Tourism Marketing and Branding , 7 dimensions along with 38 sub- criteria are excavated from literature review and 75 people as statistical sampling are chosen and answered including the manages and experts of tourism organization(20 people ) ,universities teachers (15 people) , foreign tourists(40 people).Method of sampling of the first two group of people is Purposeful sampling and the third group is Convenience sampling. Also based on six important indicators selected by research experts, among 52 suggested attractions excavated from cultural heritage and tourism organization websites, ten of them are chosen. These are the following :1) The Gate of national garden, 2) Tehran Grand Bazaar ,3) Golestan Palace ,4) National Museum of Iran,5) Treasury of National Jewels,6) Carpet Museum ,7)Azadi Tower ,8)Milad Tower , 9)Saadabad Palace 10)Niavaran Palace .In order to analysis data research and determine the best tourist attractions of Tehran city , it’s used Dematel and ANP techniques simultaneously. 3. Results In this study in order to determine effective criteria and sub-criteria in Tehran city branding and to classify Tehran tourist attractions, we used Dematel and ANP techniques simultaneously. ANP technique in combination with Dematel, in addition to preserve capabilities of Hierarchical Decision Making such as simplicity, flexibility and hiring both of quantitative and qualitative criterion, it is capable for ranking attractions, as a result it managed to create a proper framework for ranking criteria of this study. Results of the study show criterion of importance of attraction(B4) and attraction uniqueness(B5) got 0.03451 and 0.03347 points that they are the most points among other criteria. Between main criteria of study, economic criterion got the most point. Furthermore, the importance of attraction(B4) had the most relation(R+D) with other criteria and the most influence on other dimensions and it is influenced by the other dimensions. Also, the Golestan Palace with point of 0.14341 got the first rank among the tourist destinations. That means it's the most appropriate destination for tourism marketing and branding. 4. Discussion According to the result of this research, by using DEMATEL and ANP methods internal and external relationships between the sub-criteria and dimensions of study was found. That means it allows managers to investigate the effect of criteria on each other not only inside clusters but also among them also to see the way that these effects occurred. So Dematel and ANP can be used in this study. So investigations of Shyjith et al(2008),Fontela&Gabus(1979) and Lee et al.(2011) that indicate Dematel is capable for determining cause-and-effect-relationships and Garcia et al(2009) , shababi et al (2017) that specified ANP technique can illustrate feedbacks and independence between dimensions , were verified by the present study . Findings show the GolestanPalace as a powerful destination that are capable in terms of attracting tourists and the most of tourists like to see there and much care for there, as a result it is proper to do destination branding and marketing activities there. 5. Conclusion Due to the fact that the Golestan Palace are chosen as the best tourist destination of Tehran city, from the perspective of applications, our study also has several implications for branding selected destination and future work: - Invitation both domestic and foreign travel influencers in order to introduce buildings and monuments of the Golestan Palace around the world. - To hold educational workshops to get to know historical backgrounds of destination both physically and virtually. - Hiring digital marketing experts to strengthen visual identity of the Golestan Palace in cyber space. - To create and hire a team including educated people being familiar with foreign languages and tourism industry in order to introduce the Golestan palace as an amazing tourist destination in Tehran city through the internet and social media. - Attracting salesman that are surrounding the Golestan Palaces by training them how to behave when a tourist whether domestic or foreign come to their shop and encouraging them with free visit of this destination and helping them flourish their business. - To carry out research on creating the brand identify of tourist destination such as the Golestan Palace based on destination properties and assets. - It’s essential write a marketing plan and design some advertising campaigns for selected destination in social media and other virtual media. - Related governmental organization in tourism industry need to seek and attract financial support to invest in infrastructure of selected destination of study. Acknowledgment
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