گردشگری و توسعه

گردشگری و توسعه

تحلیل ذی‌نفعان و راهبردهای توسعۀ کارآفرینی اجتماعی با تمرکز بر گردشگری در مناطق محروم

نوع مقاله : مقاله پژوهشی

نویسنده
نسرین کاظمی
استادیار گروه مدیریت گردشگری، دانشکدگان مدیریت، دانشگاه تهران
10.22034/jtd.2026.541893.3114
چکیده
در میان رویکردهای اجتماع‌محور برای توسعۀ گردشگری، به کارآفرینی اجتماعی کمتر توجه شده است. این نوع کارآفرینی، با تأکید بر شبکه‌‌ها و سازمان‌های مردمی، به دنبال انتفاع فقرا و توانمندسازی مردم محلی است. از‌این‌رو، با توجه به اهمیت ذی‌نفعان، این پژوهش بر اساس رویکردی کیفی و سه‌مرحله‌ای به شناسایی ذی‌نفعان، تدوین راهبردها و تحلیل ذی‌نفعان ـ راهبردها پرداخته است. تعداد نمونۀ این پژوهش 26 نفر بوده است که تا رسیدن به اشباع داده‌ به روش نمونه‌گیری هدفمند در پژوهش مشارکت داشته‌اند. ۲۳ ذی‌نفع به‌عنوان مهم‌ترین ذی‌نفعان شناسایی و در چهار گروه اصلی دسته‌بندی شدند. برای تحلیل تأثیرگذاری آن‌ها از ماتریس منافع ـ قدرت استفاده شده است. نتایج این تحلیل نشان می‌دهند که مردم بومی، کسب‌وکارهای گردشگری، شخصیت‌های تأثیرگذار شبکه‌های اجتماعی به همراه دو سازمان دولتی با مسئولیت مستقیم در توسعۀ مناطق محروم دارای منافع و قدرت فراوانی بوده و در توسعۀ کارآفرینی اجتماعی گردشگری نقش محوری دارند. با جایگاه‌یابی راهبردی منطقۀ موردپژوهش (شاندرمن) بر مبنای تحلیل محیط داخلی و خارجی، راهبردهای رقابتی برای تحلیل ذی‌نغعان ـ راهبردها استفاده شده است. بیشترین توافق در میان این راهبردها بر ایجاد ساختارهای خودجوش حمایتی در سطح محلی تأکید دارد که حاکی از درهم‌تنیدگی کارآفرینی اجتماعی گردشگری با ظرفیت‌های منطقه است. بنابراین، توسعۀ گردشگری در مناطق محروم باید فراتر از کسب سود مالی و اشتغال‌زایی صرف باشد و به‌عنوان راهبردی توسعه‌ای هم‌زمان به خلق ارزش اجتماعی و اقتصادی توجه داشته باشد. این امر مستلزم تغییر رویکرد از برنامه‌ریزی متمرکز به رویکردی مشارکتی و مردم‌محور است
کلیدواژه‌ها
کارآفرینی اجتماعی
توسعۀ گردشگری
مناطق محروم
شاندرمن
برنامه‌ریزی راهبردی

عنوان مقاله English

Stakeholder Analysis and Strategies for tourism social entrepreneurship in deprived areas

نویسنده English

Nasrin Kazemi
Assistant Professor, Department of Tourism Management, Faculty of Management, University of Tehran
چکیده English

Among community-based approaches to tourism development, social entrepreneurship has received comparatively less attention. This form of entrepreneurship, with an emphasis on social networks and stakeholders, seeks to benefit the poor and empower local communities. Accordingly, given the importance of stakeholders, this study—based on a qualitative and three-step approach—focused on identifying stakeholders, formulating strategies, and finally analyzing stakeholder–strategy interactions. The study sample consisted of 26 participants, selected through purposive sampling until data saturation was reached. A total of 23 stakeholders were identified as the most significant and categorized into four main groups. To analyze their influence, the power–interest matrix was applied. The results indicate that local residents, tourism businesses, influencers, along with two governmental organizations directly responsible for the development of underserved areas, possess both high interest and power, thus playing a pivotal role in the development of social entrepreneurship in tourism. By strategically positioning the study area (Shanderman) based on SWOT analysis, competitive strategies were employed for the stakeholder–strategy analysis. The highest level of consensus among these strategies emphasized the creation of spontaneous supportive structures at the local level, highlighting the development of social entrepreneurship in tourism with the region’s capacities. Therefore, tourism development in deprived areas must go beyond mere profit-making and job creation; as a developmental strategy, it should simultaneously aim at generating both social and economic value. This requires a shift in approach—from centralized planning to a participatory, community-oriented model.

کلیدواژه‌ها English

Social entrepreneurship
tourism
underprivileged areas
stakeholders
شهولی کوه‌شوری، جواد، مستحفظیان، مینا، مشکل‌گشا، الهام و فردوسی، محمدحسن (1400). رفتارهای قالب مدیران ارشد ورزش ایران کدامند؟ یک آزمایش رفتاری با مکتور. مطالعات مدیریت رفتار سازمانی در ورزش، 8(4)، 49-29.
کاظمی، نسرین، فردوسی، سجاد و روغنگیرها، پانته‌آ (1403). توسعۀ مدل گردشگری اجتماع‌محور در ایران: پژوهشی مبتنی بر مرور سیستماتیک و نظریه داده بنیاد. گردشگری شهری، 11(4)، 134-113.
نظافت‌تکله، بهروز، نظامی‌وند چگینی، محمد، موسوی، سیده ندا و دهقانی، پریسا (1404). تحلیل و ارزیابی رقابت‌پذیری پتانسیل‌های ژئوتوریستی و ژئومورفولوژیکی استان گیلان (مطالعه موردی: شهرستان ماسال، اولسبلنگاه، شاندرمن). مطالعات توسعۀ پایدار شهری و منطقه‌ای، 6(2)، 97-85.
 
Alegre, I., & Berbegal-Mirabent, J. (2016). Social innovation success factors: Hospitality and tourism social enterprises. International Journal of Contemporary Hospitality Management, 28(6), 1155–1176. https://doi.org/10.1108/IJCHM-05-2014-0231
Aquino, R. S. (2022). Community change through tourism social entrepreneurship. Annals of Tourism Research, 95, 103442. https://doi.org/10.1016/j.annals.2022.103442
Aquino, R. S., Lück, M., & Schänzel, H. (2018). A conceptual framework of tourism social entrepreneurship for sustainable community development. Journal of Hospitality and Tourism Management, 37, 23–32. https://doi.org/10.1016/j.jhtm.2018.09.001
Badri, S. A., Kazemi, N., Khodadadi, P., & Mohammadnejad, A. (2021). Why rural development policies have not contributed to rural development in Iran. Rural Society, 30(2-3), 84-100. https://doi.org/10.1080/10371656.2021.1997423
Barberá-Tomás, D., Castelló, I., de Bakker, F. G., & Zietsma, C. (2019). Energizing through visuals: How social entrepreneurs use emotion-symbolic work for social change. Academy of Management Journal, 62(6), 1789–1817. https://doi.org/10.5465/amj.2017.1488
Bedi, H. S., & Yadav, M. N. (2019). Social Entrepreneurship: A Conceptual Clarity. Our Heritage, 67(10), 1006–1016. https://ssrn.com/abstract=3541919
Biddulph, R. (2018). Social enterprise and inclusive tourism. Five cases in Siem Reap, Cambodia. Tourism Geographies, 20(4), 610–629. https://doi.org/10.1080/14616688.2017.1417471
Chiloane-Tsoka, E. G. (2018). Social entrepreneurship in tourism: Business opportunities in the context of developing country. In The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality (pp. 351-368). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78743-529-220181026
Choi, N., & Majumdar, S. (2014). Social entrepreneurship as an essentially contested concept: Opening a new avenue for systematic future research. Journal of Business Venturing, 29(3), 363–376. https://doi.org/10.1016/j.jbusvent.2013.05.001
Dahles, H., Khieng, S., Verver, M., & Manders, I. (2020). Social entrepreneurship and tourism in Cambodia: Advancing community engagement. Journal of Sustainable Tourism, 28(6), 816–833. https://doi.org/10.1080/09669582.2019.1706544
Daniele, R., & Quezada, I. (2017). Business models for social entrepreneurship in tourism. In P. J. Sheldon, & R. Daniele (Eds.). Social entrepreneurship and tourism: Philosophy and practice (pp. 81–100). Cham, Switzerland: Springer International Publishing. https://doi.org/10.1007/978-3-319-46518-0_5
Daye, M., & Gill, K. (2017). Social enterprise evaluation: Implications for tourism development. In P. Sheldon & R. Daniele (Eds.), Social entrepreneurship and tourism: Philosophy and practice (pp. 173–192). Cham, Switzerland: Springer International Publishing. https://doi.org/10.1007/978-3-319-46518-0_10
De Lange, D., & Dodds, R. (2017). Increasing sustainable tourism through social entrepreneurship. International Journal of Contemporary Hospitality Management, 29(7), 1977-2002. https://doi.org/10.1108/IJCHM-02-2016-0096
Delalat, M., Kaviani Rad, M., Mohammad Alipour, F., & Shahbazbegian, M. R. (2023). Determining the Hydropolitical Impact of Kora-Aras Basin Countries on Iran's Environmental Security Based on the Mactor Method. Geopolitics Quarterly, 19(3). 62-89. https://doi.org/20.1001.1.17354331.1402.19.71.3.8 [In Persian]
Doherty, B., Haugh, H., & Lyon, F. (2014). Social enterprises as hybrid organizations: A review and research agenda. International Journal of Management Reviews, 16(4), 417–436. https://doi.org/10.1111/ijmr.12028
Dube, N., & Shereni, N. C. (2025). Pro-poor Tourism in Communities Adjacent to Hwange National Park in Zimbabwe. In Tourism in Rural Protected Areas: Trends and Opportunities in Southern Africa (pp. 45-54). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-87333-1_4
Eris, E. D., Pirnar, I., & Celebi, D. (2022). Experimental social entrepreneurship model in gastronomy: The case of Ebru Baybara Demir as a social gastronomy entrepreneur. International Journal of Gastronomy and Food Science, 27, 100474. https://doi.org/10.1016/j.ijgfs.2022.100474
Gilan Provincial Government (2026). https://www.gilan.ir/
Gowreesunkar, V., Van der Sterren, J., & Séraphin, H. (2015). Social entrepreneurship as a tool for promoting global citizenship in island tourism destination management. ARA Journal, 5(1), 7-23. https://cris.winchester.ac.uk/
Gupta, P., Chauhan, S., Paul, J., & Jaiswal, M. P. (2020). Social entrepreneurship research: A review and future research agenda. Journal of business research, 113, 209-229. https://doi.org/10.1016/j.jbusres.2020.03.032
Jørgensen, M. T., Hansen, A. V., Sørensen, F., Fuglsang, L., Sundbo, J., & Jensen, J. F. (2021). Collective tourism social entrepreneurship: A means for community mobilization and social transformation. Annals of Tourism Research, 88, 103171. https://doi.org/10.1016/j.annals.2021.103171
Kazemi, N., & Amini, J. (2024). Deprivation spatial concentration in a developing country: evidence from Iran. Regional Science Policy & Practice, 16(2), 12560. https://doi.org/10.1111/rsp3.12560
Kazemi, N., Ferdowsi, S. and Roghangirha, P. (2024). Developing a Community-Based Tourism Model in Iran: A Systematic Review and Grounded Theory Research. urban tourism, 11(4), 113-134. https://doi.org/10.22059/jut.2024.376574.1211 [In Persian] Khieng, S. (2014). The dawn of social enterprise? NGOs balancing between social value creation and profit-making in Cambodia (PhD thesis). VU University, Amsterdam. https://www.gbv.de/dms/zbw/817976426.pdf
Kirillova, K., Fu X., Lehto, X., & Cai L. (2014). What makes a destination beautiful? dimensions of tourists aesthetic judgement. Tourism Management, 42, 282-293. https://doi.org/10.1016/j.tourman.2013.12.006
Mao, N., DeLacy, T., & Grunfeld, H. (2014). Local livelihoods and the tourism value chain: A case study in Siem Reap-Angkor Region. Cambodia. International Journal of Environmental and Rural Development, 4(2), 120–126. https://doi.org/10.32115/ijerd.4.2_120
Marzouki, M., Froger, G., & Ballet, J. (2012). Ecotourism versus mass tourism. A comparison of environmental impacts based on ecological footprint analysis. Sustainability, 4(1), 123-140. https://doi.org/10.3390/su4010123
Matović, I. M., Pavlović, M., & Dabetić, Đ. (2020). Current State of Social Entrepreneurship in Tourism Sector of the Republic of Serbia. Modern Management Tools and Economy of Tourism Sector in Present Era, 361. https://doi.org/10.31410/tmt.2020.361
Mottiar, Z., Boluk, K., & Kline, C. (2018). The roles of social entrepreneurs in rural destination development. Annals of Tourism Research, 68, 77–88. https://doi.org/10.1016/j.annals.2017.12.001
Movono, A., & Becken, S. (2018). Solesolevaki as social capital: A tale of a village, two tribes, and a resort in Fiji. Asia Pacific Journal of Tourism Research, 23(2), 146–157. https://doi.org/10.13140/RG.2.2.26142.34888
Nezafat Taklhe, B., Nezamivand Chegini, M., Mousavi, S. N., & Dehgani,P. (2025). Evaluation and Analysis of the Competitiveness of Geotourism and Geomorphological Potentials of Gilan Province (Case Study: Masal Township, Olsbelengah, Shanderman). Journal of Sustainable Urban & Regional Development Studies (JSURDS), 6(2), 85-97. https://www.srds.ir/article_214781 [In Persian]
Park, D. B., Nunkoo, R., & Yoon, Y. S. (2015). Rural residents’ attitudes to tourism and the moderating effects of social capital. Tourism Geographies, 17(1), 112–133. https://doi.org/10.1080/14616688.2014.959993
Pham, H. T., Ong, J. L. T., Nguyen, O. T., Quach, V. V. H., Van, H. C., & Thi, T. N. (2025). Sustainable Leadership Practices in Community-Based Tourism in Vietnam. In Routledge Handbook of Tourism and Hospitality Development in Vietnam (pp. 183-198). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003464082-17/
Sarıbaş, Ö., Kömürcü, S., & Akbaba, A. (2020). The concept of social entrepreneurship in tourism: A bibliometric analysis for tourism literature. Eurosia Journal of Social Sciences and Humanities, 7(4), 50-59. https://www.euroasiajournal.com/
Scheyvens, R., & Biddulph, R. (2018). Inclusive tourism development. Tourism Geographies, 20(4), 589–609. https://doi.org/10.1080/14616688.2017.1381985
Scrich, V. M., Elliff, C., de Andrade, M. M., Grilli, N. M., & Turra, A. (2024). Stakeholder Analysis as a strategic tool in framing collaborative governance arenas for marine litter monitoring. Marine Pollution Bulletin, 198, 115799. https://doi.org/10.1016/j.marpolbul.2023.115799
Shahvali Kohshouri, J., Mostahfezian, M., Moshkelgosha, E. & Ferdosi, M. H. (2021). What are the predominant behaviors of Iran's senior sports managers? A behavioral experiment with MACTOR. Organizational Behavior Management in Sport Studies, 8(4), 29-49. https://doi.org/10.30473/fmss.2022.61293.2358 [In Persian]
Sharifi-Tehrani, M., Seyfi, S., & Zaman, M. (2022). At the intersection of tourism social entrepreneurship and empathy: Development and validation of an empathy scale. Journal of Business Research, 141, 433-447. https://doi.org/10.1016/j.jbusres.2021.11.041
Sheldon, P. J., & Daniele, R. (2017). Social entrepreneurship and tourism: Philosophy and practice. Springer. https://doi.org/10.1007/978-3-319-46518-0
Sheldon, P. J., Pollock, A., & Daniele, R. (2017). Social entrepreneurship and tourism: Setting the stage. In Social entrepreneurship and tourism: Philosophy and practice (pp. 1-18). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-46518-0_1
Sigala, M. (2016). Learning with the market: A market approach and framework for developing social entrepreneurship in tourism and hospitality. International Journal of Contemporary Hospitality Management, 28(6), 1245–1286. https://doi.org/10.1108/IJCHM-06-2014-0285
Sloan, P., Legrand, W., & Simons-Kaufmann, C. (2014). A survey of social entrepreneurial community-based hospitality and tourism initiatives in developing economies: A new business approach for industry. Worldwide Hospitality and Tourism Themes, 6(1), 51-61. https://doi.org/10.1108/WHATT-11-2013-0045
Social Enterprise (2019, April 15). https://www.investopedia.com/terms/s/social-enterprise.asp
Zaremohzzabieh, Z., Ahrari, S., Krauss, S. E., Samah, A. A., Meng, L. K., & Ariffin, Z. (2019). Predicting social entrepreneurial intention: A meta-analytic path analysis based on the theory of planned behavior. Journal of Business Research, 96, 264–276. https://doi.org/10.1016/j.jbusres.2018.11.030