تحلیل انگیزه‌های‌ گردشگران در انتخاب مقصد گردشگری کشاورزی (مطالعه موردی: بخش الموت ‌شرقی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت و توسعه کشاورزی، دانشکده اقتصاد و توسعه کشاورزی، دانشگاه تهران، تهران، ایران.

2 استاد، گروه مدیریت و توسعه کشاورزی، دانشکده اقتصاد و توسعه کشاورزی، دانشگاه تهران، تهران، ایران.

3 کارشناسی ارشد، گروه مدیریت و توسعه کشاورزی، دانشکده اقتصاد و توسعه کشاورزی، دانشگاه تهران، تهران، ایران.

چکیده

نیاز روزافزون مردم به تفریح در خارج از فضاهای شهری، به‌ویژه در کلان‌شهرها و شهرهای صنعتی کشور، فرصت مناسبی را برای درآمدزایی از محل گردشگری کشاورزی، برای کشاورزان ایجاد کرده است. البته در صورت مدیریت نادرست، این نیاز سبب تشدید تغییر کاربری اراضی کشاورزی می‌شود. یکی از مهم‌ترین عوامل موفقیت در درآمدزایی از محل گردشگری کشاورزی، شناخت بازار گردشگری و انگیزه‌های گردشگران است. پژوهش حاضر انگیزه‌های گردشگران را در انتخاب مقاصد گردشگری کشاورزی بررسی کرده است. این پژوهش از نوع توصیفی‌تحلیلی است که به روش پیمایشی و با راهبرد کمی انجام شد. جامعه آماری شامل گردشگران بالای 18 سال بود که در تابستان اقدام به بازدید از بخش الموت شرقی کرده بودند. حجم نمونه بر اساس تعداد انگیزه‌های بررسی‌شده و شرایط تحلیل عاملی تعیین شد. نمونه مطالعه‌شده این تحقیق شامل 255 نفر گردشگر بود که به دلیل نبود چهارچوب نمونه‌گیری مناسب به صورت در دسترس انتخاب شدند. از دیدگاه گردشگران انگیزه‌هایی مانند بهره‌مندشدن از هوای پاکیزه، تماس با طبیعت، استراحت، تمدد اعصاب و لذت‌بردن از تعطیلات خانوادگی در فضایی آرام بیشترین اولویت را داشتند. همچنین تحلیل مؤلفه‌های اثرگذار و انگیزشی در انتخاب مقصد گردشگری کشاورزی نشان داد همراهی با خانواده در طبیعت، یادگیری و صرف هزینه کمتر و خودشکوفایی و تغییر از مهم‌ترین عوامل در انتخاب مقصد گردشگری کشاورزی بوده‌اند.

کلیدواژه‌ها


عنوان مقاله [English]

The Motivation Analysis for Tourists Choice of Agritourism Destination: A Case Study of East Alamut, Iran

نویسندگان [English]

  • Hojat Varmazyari 1
  • Ali Asadi 2
  • Alireza Rahimi 3
  • Davoud Faghehi 3
1 Assistant Professor, Department of Agricultural Management & Development, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran, Tehran, Iran.
2 Professor, Department of Agricultural Management & Development, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran, Tehran, Iran.
3 MSc, Department of Agricultural Management & Development, Faculty of Agricultural Economics and Development, College of Agriculture & Natural Resources, University of Tehran, Tehran, Iran.
چکیده [English]

People’s increasing demand for outdoor recreation, particularly those who live in metropolis and industrial cities, has created appropriate opportunity for income generation through agritourism by villagers. However, it may cause problems regarding the change of agricultural land use, should poor management practices be applied. One of the most important factors affecting income generation through agritourism is the recognition of tourism market and motivations of tourists. This study analyzed motives of tourists affecting the choice of agritourism destination. This study was a descriptive-analytical type of quantitative research conducted by a survey. The study population consisted of 18 years and older tourists visited the East Alamut region in summer. The sample size (n=255) was determined based on tourists’ motives and factor analysis perquisites. Convenience sampling method was employed because of lack of appropriate sampling frame. Respondents determined their highest priorities and motivations such as benefit from clean air, contact with nature, relaxation, and having a good time with family in a calm atmosphere. Also this study indicated that factors such as “being with family”, “learning and spending less”, and “self-actualization and change” were the most important factors in the choice of agritourism destination by tourists.

کلیدواژه‌ها [English]

  • Destination choice
  • Agritourism
  • Motivation
  • Marketing
  • Alamut
Aligholizadeh Firoozjai, N., Ramezanzadeh Lasboi, M., Asmaili, M. (2016). [Factors affecting the motivation of tourists in the tourist destination with an emphasis on desert rural areas and desert attractions (Persian)]. Geography Journal, 13(46), 301-321.
Artuger, S., & Kendir, H. (2013). Agritourist Motivations: The case of Turkey. International Journal of Business and Management, 8(21). doi: 10.5539/ijbm.v8n21p63
Busby, G., & Rendle, S. (2000). The transition from tourism on farms to farm tourism. Tourism Management, 21(6), 635–642. doi: 10.1016/s0261-5177(00)00011-x.
Castan˜ o, J. M., Moreno, A., Garcı´a, S., & Crego, A. (2003). Aproximacio´n psicosocial a la motivacio´n turı´stica: variables implicadas en la eleccio´n de Madrid comodestino. Estudios Turı´sticos, 158, 5–41.
Cawley, M., Gillmor D. A., Leavy A., & McDonagh P. (1995). Farm diversification: Studies relating to the West of Ireland. Dublin: Teagasc.
Countryside Commission. (1995). The environmental impact of leisure activities in the English countryside. Cheltenham: Countryside Commission.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. doi: 10.1016/0160-7383(79)90004-5
Dann, G. M. S. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184–194. doi: 10.1016/0160-7383(77)90037-8.
Dann, G. M. S. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187–219. doi: 10.1016/0160-7383(81)90082-7
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31(4), 547–552. doi: 10.1016/j.tourman.2009.06.006.‌
Embacher, H. (1994). Marketing for Agri‐tourism in Austria: Strategy and realisation in a highly developed tourist destination. Journal of Sustainable Tourism, 2(1-2), 61–76. doi: 10.1080/09669589409510684.
Evans, N. J., & Ilbery, B. W. (1989). A conceptual framework for investigating farm-based accommodation and tourism in Britain. Journal of Rural Studies, 5(3), 257–266. doi: 10.1016/0743-0167(89)90004-1
Getz, D., & Carlsen, J. (2000). Characteristics and goals of family and owner-operated businesses in the rural tourism and hospitality sectors. Tourism Management, 21(6), 547–560. doi: 10.1016/s0261-5177(00)00004-2
Goeldner, C. R., & Ritchie, J. R. B. (2009). Tourism: Principles, practices, philosophies, New Jersey: Wiley.
Gorsuch, R. L. (1983). Factor analysis (2nd Ed.). Hillsdale, N. J.: Erlbaum.
Guadagnoli, E., & Velicer, W. F. (1988). Relation to sample size to the stability of component patterns. Psychological Bulletin, 103(2), 265–275. doi: 10.1037/0033-2909.103.2.265
Hall, C. M., & Jenkins, J. (1998). The policy dimension of rural tourism and recreation. In R. Butler, C. M. Hall, & J. Jenkins (Eds.), Tourism and recreation in rural areas (pp. 19–42). Chichester: Wiley
Hjalager, A. M. (1996). Agricultural diversification into tourism. Tourism Management, 17(2), 103–111. doi: 10.1016/0261-5177(95)00113-1.
Kalantari, K. (2012). [Data processing and analysis in socio-economic research (Persian)]. Tehran: Sharif Publication.
Kalantari, K., Varmazyari, H., & Askari Nodoushan, A. (2013). [The future perspective of rural population and challenges of sustainable development, management in Iran (Persian)]. Village and Development, 16(2), 1-23.
Kieselbach, S., & Long, P. (1990). Tourism and the rural revitalization movement. Parks and Recreation, 25(3), 62–66.
Liu, A. (2006). Tourism in rural areas: Kedah, Malaysia. Tourism Management, 27(5), 878–889. doi: 10.1016/j.tourman.2005.05.007
Lobo, R. E., Goldman, G. E., Jolly, D. A., Wallace, B. D., Schrader, W. L., & Parker, S. A. (1999). Agritourism benefits agriculture in San Diego County. California Agriculture, 53(6), 20–24. doi: 10.3733/ca.v053n06p20.
Mansury, Y., & Hara, T. Impact of organic food agritourism on a small rural economy: A social accounting matrix approach. SSRN Electronic Journal. doi: 10.2139/ssrn.954331.
Ministry of agriculture of people’s republic of china. (2012). China agricultural development report. Beijing: China agriculture Press.
OECD. (1994). Tourism policy and international tourism in OECD countries 1991–1992. Paris: Organisation for Economic Cooperation and Development.
Office of Information Services, Executive Yuan. (2014). Developing Taiwan’s leisure agriculture industry. Available at: http://www.ey.gov.tw/en/Link_Content.aspx?n=6EBEA92B45F475D0&s=C0A4DAE96FB9747D
Oh, J. Y., & Schuett, M. A. (2010). Exploring expenditure‐based segmentation for rural tourism: Overnight stay visitors versus excursionists to fee‐fishing sites. Journal of travel & tourism marketing, 27(1), 31-50. doi: 10.1080/10548400903534824
Oppermann, M. (1997). Rural tourism in Germany—Farm and rural tourism operators. In S. Page, & D. Getz (Eds.), The business of rural tourism: International perspectives (pp. 108–119). London: International Thomson Business Press.
Park, D. B., & Yoon, Y. S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30(1), 99–108. doi: 10.1016/j.tourman.2008.03.011
Pesonen, J. A. (2015). Targeting rural tourists in the internet: comparing travel motivation and activity-based segments. Journal of Travel & Tourism Marketing, 32(3), 211-226. doi: 10.1080/10548408.2014.895695
Pizam, A., & Poleka, J. (1980). The vacation farm: A new form of tourism destination. In D. E. Hawkins, E. L. Shafer, & J. M. Rovelstad (Eds.), Tourism marketing and management issues (pp. 203–216). Washington, D.C.: George Washington University.
Ranjbariyan, Z., Zaahedi, M. (2013). [Tourism marketing (Persian)]. Esfahan: Chahar Bagh Publication.
Southern Maryland Resource Conservation and Development (RC&D) Board. (2004). Taking the first step: Farm and ranch alternative enterprise and agritourism resource evaluation guide. Maryland: Southern Maryland Resource Conservation and Development.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. New York: American Psychological Association.
Uysal, M., & Jurowski, C. (1994). Testing the push and pull factors. Annals of Tourism Research, 21(4), 844–846. doi: 10.1016/0160-7383(94)90091-4.
Weaver, D. B., & Fennell, D. A. (1997). The vacation farm sector in Saskatchewan: A profile of operations. Tourism Management, 18(6), 357–365. doi: 10.1016/s0261-5177(97)00039-3
World Travel & Tourism Council. (2014). Economic impact analysis. London: World Travel & Tourism Council.
Tianyu, Y., & Yongguang, Z. (2007). Community, governments and external capitals in China’s rural cultural tourism: A comparative study of two adjacent villages. Tourism Management, 28, 96–107. doi: 10.1016/j.tourman.2005.12.025
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56. doi: 10.1016/j.tourman.2003.08.016.