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ارائه مدلی جهت توسعهی گردشگری مذهبی استان اردبیل | ||
برنامه ریزی و توسعه گردشگری | ||
مقاله 3، دوره 14، شماره 53، تیر 1404، صفحه 53-82 اصل مقاله (660.6 K) | ||
نوع مقاله: علمی-پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/jtpd.2025.28638.3969 | ||
نویسندگان | ||
ناصر سیف اللهی* 1؛ مهتا عزیزی2 | ||
1استاد گروه مدیریت بازرگانی دانشکده علوم اجتماعی دانشگاه محقق اردبیلی شهر اردبیل/ ایران | ||
2دانشجوی دکتری رشته مدیریت بازرگانی دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
تاریخ دریافت: 05 اسفند 1403، تاریخ بازنگری: 21 اسفند 1403، تاریخ پذیرش: 01 فروردین 1404 | ||
چکیده | ||
زمینه و هدف: گردشگری مذهبی یکی از قدیمیترین و پویاترین بخشهای صنعت گردشگری است که در سالهای اخیر شاهد رشد چشمگیری بوده است. گردشگری مذهبی، پدیدهای پیچیده و چندوجهی است که از مجرای ترکیب سه عامل اثرگذار مذهب، زیارت و گردشگری فرصتهای بسیاری را برای توسعۀ گردشگری فراهم میکند. روش شناسی: روش پژوهش حاضر، استقرایی و رویکرد کیفی مبتنی بر نظریۀ داده بنیاد است. مشارکتکنندگان در فرآیند پژوهش شامل متخصصان، اساتید دانشگاه و کارمندان باتجربه در زمینۀ گردشگری هستند. همچنین از روش نمونهگیری هدفمند استفاده شده و برای رسیدن به حد اشباع نظری و تکامل، با 12 نفر مصاحبه شد. یافته ها: با توجه به محتویات بهدستآمده در بخش مصاحبه، تعداد 238 کد اولیه، تعداد 208 کد ثانویه و تعداد 14 مقوله و 31 مفهوم، یعنی مقولههای علّی، شرایط مداخلهگر، یسترحاکم، پدیدۀ محوری، راهبردها و پیامدها شناسایی و به کمک نرمافزار MAXQDA2020 کدگذاری و دستهبندی شده است. درنهایت، مدل عوامل فرهنگی مؤثر بر پذیرش تبلیغات توسط مخاطبان هدف در تجارت اجتماعی استخراج شد. نتیجه گیری و پیشنهادات: براساس یافتهها، عوامل علّی جهت توسعۀ گردشگری مذهبی استان اردبیل عبارتاند از: جذب سرمایهگذاران و عوامل ساختاری؛ شرایط مداخلهگر عبارتاند از: فرهنگ، ویژگیهای گردشگر مذهبی، فضاسازی و تجهیز تسهیلات رفاهی؛ بستر حاکم عبارتاند از: موقعیت جغرافیایی استان اردبیل، فرهنگ عاشورایی منحصربه فرد و سهل الوصول بودن عناصر تاریخی و مذهبی، راهبردهای این پژوهش عبارتاند از: بازاریابی گردشگری مذهبی و عوامل تکنولوژیک و درنهایت، پیامدهای حاصل از این پژوهش شامل: تقویت انسجام اجتماعی، توسعۀ گردشگری پایدار، بهبود اقتصادی و اثرات زیست محیطی میباشند. نوآوری و اصالت: صنعت گردشگری علیرغم مزایا با چالشها و مسائل مختلفی همچون فشار جمعیتی، مشکلات زیستمحیطی و حفظ فرهنگ و تاریخ مواجه است که در پژوهش حاضر در استان اردبیل به تصویر کشیده شده و پیشنهادهایی نیز جهت توسعۀ این صنعت پربازده در استان اردبیل که دارای ظرفیتهای بالای گردشگری میباشد، مطرح شده است. | ||
کلیدواژهها | ||
توسعه؛ گردشگری مذهبی؛ استان اردبیل؛ رویکرد داده بنیاد | ||
عنوان مقاله [English] | ||
A model for the development of religious tourism in Ardabil Province | ||
نویسندگان [English] | ||
naser seifollahi1؛ mahta azizi2 | ||
1Professor in Business Management, College Social sciences University of Mohaghegh Ardabili. Ardabil/ Iran | ||
2Ph.D. Student in Business Mnagement College Social sciences University of Mohaghegh Ardabili city Ardabil /Iran | ||
چکیده [English] | ||
Context and Purpose: Religious tourism is one of the oldest and most dynamic sectors of the tourism industry, which has witnessed significant growth in recent years. Religious tourism is a complex and multifaceted phenomenon that, through the combination of three influential factors of religion, pilgrimage, and tourism, provides many opportunities for tourism development. Design/methodology/approach: The present research method is inductive, and the qualitative approach is based on grounded theory. Participants in the research process include experts, university professors, and experienced employees in the field of tourism. Also, the purposeful sampling method was used, and in order to reach the theoretical saturation and evolution, 12 people were interviewed. Findings: According to the contents obtained in the interview section, 238 initial codes, 208 secondary codes and 14 categories, and 31 concepts, i.e., causal categories, intervening conditions, governing conditions, the central phenomenon, strategies, and consequences, were identified and coded and categorized with the help of MAXQDA2020 software. Finally, the model of cultural factors affecting the acceptance of advertising by the target audience in social commerce was extracted. Conclusion: Based on the findings, the causal factors for the development of religious tourism in Ardabil province include: attracting investors and structural factors; the intervening conditions include: culture, characteristics of religious tourists, creating space, and equipping welfare facilities; the governing context includes: the geographical location of Ardabil province, the unique Ashura culture, and the easy access to historical and religious elements, the strategies of this research include: religious tourism marketing and technological factors; and finally, the consequences of this research include: strengthening social cohesion, developing sustainable tourism, economic improvement, and environmental effects. Originality/value: Despite its advantages, the tourism industry faces various challenges and issues such as population pressure, environmental problems, and the preservation of culture and history, which are depicted in the present study in Ardabil province, and suggestions are also made for the development of this high-yield industry in Ardabil province, which has high tourism capacities. | ||
کلیدواژهها [English] | ||
Development, religious tourism, Ardabil province, data-grounded approach | ||
مراجع | ||
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