تحلیل و اولویت‌بندی ابعاد مؤثر در ادراک گردشگران رویداد بزرگداشت فردوسی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت گردشگری، دانشکدۀ علوم گردشگری، دانشگاه علم و فرهنگ، تهران، ایران

2 استاد، جغرافیا و برنامه‌ریزی روستایی، دانشکدۀ علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

3 استادیار، دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران؛

4 استادیار، برنامه‌ریزی توریسم، دانشکده جغرافیا، دانشگاه خوارزمی، تهران؛

چکیده

گردشگری رویداد یکی از عوامل انگیزشی مهم در گردشگری است که در برنامه‌های توسعه و بازاریابی اکثر مناطق، عاملی مهم به‌شمار می‌رود. درصورتی که مدیران و برنامه‌ریزان در تمامی سطوح و تمامی اشکال گردشگری، توسعه‌ای تک‌بعدی را مدنظر قرار دهند و بدون توجه به ذی‌نفعان اقدام به توسعه کنند، قادر نخواهند بود جاذبه‌ای پایدار ایجاد کنند و دستیابی به اهداف متنوع توسعة رویداد امکان‌پذیر نخواهد شد.
پژوهش حاضر، در راستای برنامه‌ریزی توسعه و بازاریابی منطقه‌ای و دستیابی به توسعة چندبعدی با هدف تحلیل ابعاد مؤثر در ادراک گردشگران رویدادهای فرهنگی با استفاده از روش‌شناسی ترکیبی و روش توصیفی ـ پیمایشی به شناسایی، اولویت‌بندی و تحلیل ابعاد مختلف موفقیت مؤلفه‌های مؤثر در ادراک گردشگران پرداخته است. ‌بدین‌منظور ابعاد گوناگونی که پژوهش‌های پیشین ارائه کرده‌اند، واکاوی و به‌دست خبرگان دسته‌بندی و از طریق تحلیل کیفی و هم‌مفهوم‌سازی، ابعاد مؤثر در ادراک گردشگران رویداد استخراج شد. سپس با مطالعة پیمایشی و با استفاده از فرمول کوکران، تعداد 350 نفر از گردشگران شرکت‌کننده در رویداد بزرگداشت فردوسی سال ۱۳۹۸ در شهر مشهد به‌عنوان نمونه انتخاب و ادراک آنان از چگونگی موفقیت رویداد سنجیده شد و سپس ابعاد شناسایی‌شده با روش تاپسیس فازی تجزیه‌وتحلیل، دسته‌بندی و اولویت‌بندی شد.
تحلیل نهایی مؤلفه‌های تبیین‌کنندة ادراک گردشگران از رویداد بزرگداشت فردوسی بیانگر این مهم است که ادراک تعاملی ـ اجتماعی مهم‌ترین اولویت برای گردشگران است. در رتبة دوم اهمیت، درک فردی قرار دارد که می‌تواند خود را در رضایت فردی، حس امید و کیفیت مدنظر از رویداد نشان دهد. 

کلیدواژه‌ها


عنوان مقاله [English]

Analyzing and Prioritizing the Dimensions Affecting the Tourist’s Perception of the Ferdowsi Commemoration Event

نویسندگان [English]

  • فرزانه خوشه بست 1
  • Abdul Reza Rokn al-Din Eftekhari 2
  • Manoochehr Jahanian 3
  • Mojtaba Javdan 4
1 PhD student, Tourism Management, Faculty of Tourism Sciences, University of Science and Culture, Tehran, Iran;
2 Professor, Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran ;
3 Assistant Professor, Faculty of Tourism Sciences, University of Science and Culture, Tehran, Iran;
4 Assistant Professor, Tourism Planning, Faculty of Geography, Kharazmi University, Tehran, Iran;
چکیده [English]

Event tourism is one of the important motivational factors in tourism, which is important in the development and marketing programs of most regions. If managers at all levels and in all forms of tourism, consider one-dimensional development and develop without considering the stakeholders, they will not be able to create sustainable attractions and achieve various goals.
The present study in order to plan regional development and marketing and achieve multidimensional development with the aim of analyzing the dimensions affecting tourists' perception of cultural events using a combined methodology and descriptive-survey method to identify, prioritize and analyze Various dimensions of success have dealt with the factors affecting the perception of tourists.
 For this purpose, we analyzed and categorized by help of experts, and through qualitative analysis and conceptualization, the various dimensions presented by previous researches; and extracted dimensions affecting the perception of tourists of the even. Then, by conducting a survey study and using Cochran's formula, we selected 350 tourists participating in the Ferdowsi commemoration event in Mashhad in 1998 as a sample and analyzed Analyzed, categorized and prioritized their perception of how successful the event was and then the dimensions identified by fuzzy TOPSIS method.
The final analysis of the components explaining the perception of tourists from the Ferdowsi commemoration event indicates that it is important that interactive-social perception is the most important priority for tourists. In the second place is the importance of personal perception that can show itself in personal satisfaction, good hope and quality of the event

کلیدواژه‌ها [English]

  • tourist’s Perception
  • Event Tourism
  • Event Success
  • Cultural Events
  • Ferdowsi Commemoration
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