گردشگری و توسعه

گردشگری و توسعه

مدل اکتشافی هم‌آفرینی ارزش در تورهای گردشگری مبتنی بر طبیعت (شواهدی از خراسان شمالی)

نوع مقاله : مقاله پژوهشی

نویسندگان
مجتبی جاودان 1
سعیده فخاری 1
سپیده گرایلو 2
1 استادیار گروه گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران
2 دانش‌آموختۀ مقطع کارشناسی ارشد رشتۀ جغرافیا و برنامه‌ریزی گردشگری، گروه گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.
10.22034/jtd.2025.531279.3093
چکیده
پژوهش پیش‌رو، با هدف طراحی مدل اکتشافی هم‌آفرینی ارزش در تورهای گردشگری مبتنی بر طبیعت در گسترۀ استان خراسان شمالی، به بررسی شکاف مفهومی و تجربی در این حوزه پرداخته است. بر پایۀ پارادایم تفسیری و طرح پژوهش اکتشافی، داده‌ها به روش اسنادی، میدانی و به شیوۀ مقطعی در پاییز 1403 گردآوری شده است. جامعۀ آماری دربردارندۀ مجریان تور، بازدیدکنندگان و جوامع محلی در خراسان شمالی بوده است. نمونه‌گیری به‌‌صورت هدفمند صورت گرفته و اشباع نظری در مصاحبۀ نیمه‌ساختاریافتۀ نوزدهم به دست آمده است. تحلیل داده‌ها بر مبنای رویکرد استقرا و از طریق روش تحلیل مضمون در محیط نرم‌افزاری مکس کیودی‌ای (24.6) انجام شده است.
   یافته‌ها نشان می‌دهد که هم‌آفرینی ارزش در تورهای گردشگریِ مبتنی بر طبیعت در سه سطح شامل 92 کد باز، 12 مضمون فرعی و 3 مضمون اصلیِ پیشایند‌ها، فرایندها و نتایج قابلیت آشکارسازی دارد. مضامین فرعی شامل پیش‌ران‌های فردی ـ اجتماعی، محرک‌های کششی از جانب مجری تور و مقصد، ارزش‌های مشترک، مشارکت تعاملی، یکپارچه‌سازی منابع، نوآوری و انعطاف‌پذیری، ‌شخصی‌سازی تجربه، مسئولیت‌پذیری، تجارب فردی، نیات رفتاری، کیفیت عملکرد و وفاداری به برند است. ارزش نظری ـ عملی پژوهش آن است که مدل اکتشافی به‌دست‌آمده با ساختاری نظام‌مند از پیشایندها و فرایند و نتایج، ضمن تقویت ادبیات نظری هم‌آفرینی ارزش، ابزاری کاربردی برای بهبود عملکرد و پایداری تورهای گردشگری مبتنی بر طبیعت را در اختیار جوامع هدف (مجریان تور، بازدیدکنندگان و اجتماع محلی) در گسترۀ استان قرار داده است. برای استمرار و تکمیل زنجیرۀ دانش، پیشنهاد‌هایی نیز برای پژوهش‌های آینده ارائه شده است.‌
کلیدواژه‌ها
هم‌آفرینی ارزش
تورهای گردشگری مبتنی بر طبیعت
خراسان شمالی

عنوان مقاله English

An Exploratory Model of Value Co-Creation in Nature-Based Tourism Tours: Evidence from North Khorasan

نویسندگان English

Mojtaba Javdan 1
Saeideh Fakhari 1
Sepideh Gerailou 2
1 Assistant Professor, Department of Tourism, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran
2 Master's degree of Tourism, Department of Tourism, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran
چکیده English

The research aimed to develop an exploratory model of value co-creation in nature-based tourism tours within the scope of North Khorasan Province, addressing the conceptual and empirical gaps in this field. Grounded in an interpretive paradigm and an exploratory research design, data were collected through documentary and field methods in a cross-sectional manner during the autumn of 2024. The statistical population comprised tour operators, visitors, and local communities in North Khorasan. Sampling was conducted purposively, achieving theoretical saturation in the nineteenth semi-structured interview. Data analysis was based on an inductive approach and performed using thematic analysis in the MAXQDA software environment (version 24.6).
The findings revealed that value co-creation in nature-based tourism tours can be elucidated across three levels, encompassing 92 open codes, 12 sub-themes, and 3 main themes: antecedents, processes, and outcomes. The sub-themes include individual-social drivers, pull factors from tour operators and destinations, shared values, interactive participation, resource integration, innovation and flexibility, experience personalization, responsibility, individual experiences, behavioral intentions, performance quality, and brand loyalty. The theoretical and practical value of the research lies in the systematic structure of the exploratory model, which, by encompassing antecedents, processes, and outcomes, not only enriches the theoretical literature on value co-creation but also provides a practical tool for enhancing the performance and sustainability of nature-based tourism tours for target communities (tour operators, visitors, and local communities) in North Khorasan Province. Furthermore, to ensure the continuity and completion of the knowledge chain, research suggestions have been proposed for future researchers

کلیدواژه‌ها English

Value Co-Creation
Nature-Based Tourism Tours
North Khorasan
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