پیشران‌های کلیدی برند گردشگری کم‌شتاب در مقصدهای روستایی (موردمطالعه: روستای جواهرده - استان مازندران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت گردشگردی، دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.

2 دانشجوی دکتری، گروه گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

3 استادیار، گروه جغرافیای انسانی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران.

چکیده

هدف پژوهش حاضر، شناسایی و اولویت‌بندی پیشران‌های کلیدی مؤثر در برند کم‌شتاب گردشگری در روستای جواهرده است. پژوهش حاضر به لحاظ هدف‌، اکتشافی - تبیینی و از نظر روش، کیفی - کمی، مبتنی بر نظرات 30 نفر از کارشناسان است که به‌صورت گلوله برفی و قضاوتی انتخاب شدند. در روش کیفی با استفاده از نرم‌افزار MAXQDA مدل اولیه، طراحی و با نرم‌افزار MICMAC روابط بین پیشران‌ها تبیین، اولویت‌بندی و ارزش‌گذاری شد. نتایج پژوهش حاکی از آن است که 49 پیشران کلیدی شناسایی‌شده در سه دسته مؤلفه‌های، محصول گردشگری کم‌شتاب، فرایند گردشگری کم‌شتاب و برنامه گردشگری کم‌شتاب، تقسیم‌پذیر هستند. در این راستا، پیشران‌های حفظ کیفیت محیط، چشم‌انداز و جاذبه‌های طبیعی درون یا پیرامون، آب‌و‌هوای پاکیزه و مطلوب، آموزش گردشگری کم‌شتاب، فضاهای عمومی پذیرا و پویا، جلب نظر مثبت راجع به برند کم‌شتاب (نگرش)، شخصیت مقصد، داشتن یک داستان منحصربه‌فرد و انگیزش جهت استفاده از برند گردشگری کم‌شتاب، تأثیرگذارترین پیشران‌ها در ایجاد برند گردشگری کم‌شتاب روستای جواهرده هستند.

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