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تمایل به پرداخت بازدیدکنندگان پارکهای شهری برای خدمات پرندهنگری (مورد: پارک جمشیدیۀ تهران) | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 3، دوره 3، شماره 2 - شماره پیاپی 5، مهر 1404، صفحه 57-85 اصل مقاله (901.1 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.29766.1079 | ||
| نویسندگان | ||
| محمّد امین خراسانی* 1؛ زهرا آزاده2؛ زهرا ساکی3؛ محمدرضا شیخ محمدی4 | ||
| 1دانشیار، جغرافیا و برنامه ریزی روستایی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران | ||
| 2کارشناس ارشد جغرافیا و برنامه ریزی گردشگری- دانشکده جغرافیا دانشگاه تهران | ||
| 3کارشناس ارشد جغرافیا و برنامه ریزی گردشگری - دانشکده جغرافیا دانشگاه تهران | ||
| 4دانشجوی کارشناسی ارشد جغرافیا و برنامه ریزی شهریی دانشکده جغرافیا دانشگاه تهران | ||
| تاریخ دریافت: 11 مرداد 1404، تاریخ بازنگری: 14 شهریور 1404، تاریخ پذیرش: 22 شهریور 1404 | ||
| چکیده | ||
| زمینه و هدف: پرندهنگری بهعنوان شاخهای از اکوتوریسم شهری، پتانسیل بالایی در تقویت آگاهی زیستمحیطی و توسعۀ پایدار دارد. این پژوهش با هدف بررسی سنجش و تحلیل تمایل شهروندان تهرانی به پرداخت برای بهرهمندی از خدمات پرندهنگری در پارکهای شهری انجام شد. روش شناسی: این مطالعه با رویکرد توصیفی-تحلیلی انجام گرفت. دادهها از طریق پرسشنامه از 158 بازدیدکننده جمعآوری شد. برای سنجش تمایل به پرداخت از مدل ارزشگذاری مشروط (CVM) و برای تحلیل همبستگیها از ضریب اسپیرمن در نرمافزار SPSS استفاده گردید. یافته ها: میانگین تمایل به پرداخت برای یک ساعت پرندهنگری 24.5 واحد (ده هزار ریال) بود. بالاترین تمایل به پرداخت در افرادی با تجربه ترکیبی پرندهنگری در طبیعت (34.54) واحد و محیط شهری (31.90) واحد مشاهده شد. همبستگی معنادار بین تمایل به پرداخت و میزان آشنایی با پرندهنگری (0.336) و تجربه در طبیعت (0.302) وجود داشت، اما تجربه در پارک جمشیدیه تأثیر معناداری نداشت. نتیجه گیری و پیشنهادات: پارک جمشیدیه با برخورداری از 112 گونه پرنده، پتانسیل بالایی برای اکوتوریسم شهری دارد. ایجاد و توسعۀ زیرساختهایی از قبیل ایستگاههای مشاهده و تورهای آموزشی و ارائۀ بستههای خدماتی متنوع پیشنهاد میشود. نوآوری و اصالت: این پژوهش بهعنوان یکی از اولین مطالعات در ایران، با استفاده از مدل ارزشگذاری مشروط، تمایل به پرداخت را برای پرندهنگری در پارکهای شهری بررسی کرده و چارچوبی کاربردی برای توسعۀ اکوتوریسم شهری ارائه میدهد. | ||
| کلیدواژهها | ||
| پرندهنگری؛ اکوتوریسم شهری؛ تمایل به پرداخت؛ پارک جمشیدیه؛ ارزشگذاری مشروط | ||
| عنوان مقاله [English] | ||
| Assessment and Analysis of Tehran Citizens' Willingness to Pay for Birdwatching Services in Urban Parks | ||
| نویسندگان [English] | ||
| Mohammad Amin Khorasani1؛ Zahra Azadeh2؛ Zahra saki3؛ Mohammad Reza Sheikh Mohammadi4 | ||
| 1Associate Professor, Geography and Rural Planning, Faculty of Geography, University of Tehran, Tehran, Iran. | ||
| 2M.A in Geography and Tourism Planning- Faculty of Geography- University of Tehran | ||
| 3M.A in Geography and Tourism Planning- Faculty of Geography- UFniversity of Tehran | ||
| 4M.A in Geography and Urban Planning- Faculty of Geography- University of Tehran | ||
| چکیده [English] | ||
| Context and Purpose: Birdwatching, as a branch of urban ecotourism, has high potential in enhancing environmental awareness and sustainable development. This research was conducted with the aim of assessing and analyzing the willingness of Tehran citizens to pay for birdwatching services in urban parks. Design/methodology/approach: The study was conducted with a descriptive-analytical approach using quantitative methods. Data were collected through questionnaires from 158 visitors. The Contingent Valuation Method (CVM) was used to measure willingness to pay, and SPSS software was used for correlation analysis (Spearman’s coefficient). Findings: The average willingness to pay for one hour of birdwatching was 24.5 units. The highest willingness was observed in individuals with combined experience of birdwatching in nature (34.54) and urban environments (31.90). There was a significant correlation between willingness to pay and the level of familiarity with birdwatching (0.336) and experience in nature (0.302), but experience in Jamshidieh Park did not have a significant impact. Conclusion: Jamshidieh Park, with its diversity of 112 bird species, has high potential for urban ecotourism. It is recommended to create infrastructure such as observation stations and educational tours, and to design diverse service packages. Originality/value: This research is a useful study in Iran that has examined the willingness to pay for birdwatching in an urban park using CVM and provides a framework for the development of urban ecotourism. | ||
| کلیدواژهها [English] | ||
| Birdwatching, Urban Ecotourism, Willingness to Pay, Jamshidieh Park, Contingent Valuation | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 129 تعداد دریافت فایل اصل مقاله: 34 |
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