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تحلیل فضایی شاخص‌های برند گردشگری مقصد در سکونتگاههای روستایی(مطالعۀ موردی: شهرستان زبرخان) | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 1، دوره 2، شماره 2 - شماره پیاپی 3، آذر 1403، صفحه 7-35 اصل مقاله (1.33 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2024.28115.1030 | ||
| نویسندگان | ||
| علی‌اکبر عنابستانی* 1؛ الهه تجویدی2؛ سارا فضلی3 | ||
| 1استاد گروه جغرافیای انسانی و آمایش، دانشکدۀ علوم زمین، دانشگاه شهید بهشتی، تهران، ایران. | ||
| 2کارشناسی ارشد جغرافیا و برنامه‌ریزی روستایی گروه جغرافیا، دانشکدۀ ادبیات و علوم انسانی، دانشگاه فردوسی مشهد، مشهد، ایران. | ||
| 3دانشجوی دکترا جغرافیا و برنامه‌ریزی روستایی، گروه جغرافیای انسانی و آمایش، دانشکدۀ علوم زمین، دانشگاه شهید بهشتی، تهران، ایران. | ||
| تاریخ دریافت: 15 آذر 1403، تاریخ بازنگری: 10 دی 1403، تاریخ پذیرش: 21 آذر 1403 | ||
| چکیده | ||
| زمینه و هدف: صنعت گردشگری از بزرگ‌ترین صنایع در جهان و مهم‌ترین منبع درآمد و ایجاد فرصت‌های شغلی است. در همین راستا جوامع با اقدام به برندسازی در عرصۀ گردشگری باعث ایجاد تمایز و توسعۀ گردشگری روستایی میشوند. هدف مطالعۀ حاضر تحلیل فضایی شاخص‌های برند گردشگری مقصد در سکونتگاههای روستایی است. روش شناسی: روش تحقیق جمع‌آوری اطلاعات این پژوهش توصیفی- تحلیلی و به‌صورت اسنادی و میدانی (پرسشنامه) است. جامعۀ آماری پژوهش خانوارهای روستایی است که با توجه به فرمول کوکران 165 خانوار از کل 4726 خانوار روستایی ساکن در 10 روستای شهرستان زبرخان بررسی شده‌اند. یافته ها: بر پایۀ نتایج در مورد شاخص‌های ایجاد برند گردشگری روستایی، بررسی وضعیت شاخص‌ها در سطح روستاهای مورد مطالعه با استفاده از آزمون تی تک نمونه‌ای نشان داد روستای دیزبادعلیا در شاخص‌های تصویر برند، کیفیت ادراک‌شده و آگاهی از برند به ترتیب با میانگین 3/53، 3/83 و 4/29 رتبۀ اول و روستای اردوغش با میانگین 4/66 در شاخص حس تعلق به مکان، رتبۀ اول را به خود اختصاص دادند و همچنین براساس نتایج آزمون T شاخص حس تعلق به مکان و کیفیت ادراک‌شده به ترتیب با میانگین‌های 4/36 و 3/47 به‌عنوان مهم‌ترین شاخص‌های برند گردشگری در روستاهای مورد مطالعه بوده‌اند. نتیجه گیری و پیشنهادات: با استفاده از روش تصمیم گیری چند معیاره ماباک مشخص شد شاخص‌های مؤثر بر ایجاد برند گردشگری در روستاهای دیزبادعلیا، اردوغش، باغشن و حاجی‌آباد به ترتیب با وزن های نهایی 33/23-، 33/46-، 33/46 و 33/56- بالاتر از حد ایده‌آل مثبت و در روستاهای حصار زبرخان، عصمت آباد و گرینه به ترتیب با وزن های 34/14-، 33/86- و 33/74- پایینتر از حد ایده آل است. نوآوری و اصالت: تحقیق حاضر در زمرۀ معدود تحقیقاتی است که در حوزۀ برند گردشگری در منطقۀ مورد مطالعه انجام پذیرفته است. | ||
| کلیدواژه‌ها | ||
| گردشگری روستایی؛ برند؛ گردشگری مقصد؛ سکونتگاههای روستایی؛ شهرستان زبرخان | ||
| عنوان مقاله [English] | ||
| Spatial Analysis of Destination Tourism Brand Indicators in Rural Settlements (Case Study: Zabarkhan County) | ||
| نویسندگان [English] | ||
| Aliakbar Anabestani1؛ Elahe Tajvidi2؛ Sara Fazli3 | ||
| 1Professor in Department of Human Geography and Spatial Planning, Shahid Beheshti University, Tehran, Iran. | ||
| 2MSc. in Geography and Rural Planning, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| 3Ph.D. Candidate, in Geography and Rural Planning, Shahid Beheshti University, Tehran, Iran. | ||
| چکیده [English] | ||
| Context and Purpose: The tourism industry is one of the largest industries in the world, serving as a significant source of income and job opportunities. In this regard, communities that engage in branding activities in the field of tourism contribute to the differentiation and development of rural tourism. The aim of this study is to analyze the spatial indicators of destination tourism branding in rural settlements. Design/methodology/approach: This study uses a descriptive-analytical research method, conducted through documentary and field research (questionnaires). The research's statistical population consists of rural households, and based on Cochran's formula, 165 households out of a total of 4,726 rural households residing in 10 villages of Zabrkhan County were examined. Findings: Based on the results regarding the indicators of rural tourism branding, the examination of the indicators' status at the level of the studied villages using the one-sample t-test showed that Dezbad Aliya village ranked first in the brand image, perceived quality, and brand awareness indicators with means of 3.53, 3.83, and 4.29, respectively. Ardoghesh village ranked first in the sense of place indicator with a mean of 4.66. Additionally, based on the results of the t-test, the sense of place and perceived quality indicators were identified as the most important branding indicators in the studied villages, with means of 4.36 and 3.47, respectively. Conclusion: Furthermore, using the multi-criteria decision-making method, it was determined that the effective indicators in creating tourism branding in the villages of Dezbad Aliya, Ardoghesh, Baghshan, and Hajjiabad, with final weights of 33.23, 33.46, 33.46, and 33.56, respectively, were higher than the ideal positive limit. In contrast, the villages of Hesar Zabrkhan, Esmatabad, and Grineh ranked lower than the ideal limit, with final weights of 34.14, 33.86, and 33.74, respectively. Originality/value: The present study is among the few studies that have been conducted in the field of tourism branding in the studied region. | ||
| کلیدواژه‌ها [English] | ||
| Rural tourism, Branding, Destination tourism, Rural settlements, Zabrkhan County | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 254 تعداد دریافت فایل اصل مقاله: 35 |
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