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.

کلیدواژه‌ها


عنوان مقاله [English]

The Key Drivers of Slow Tourism Brand in Rural Destinations (Case Study: Javaherdeh Village- Mazandaran Province)

نویسندگان [English]

  • Majid Farhadi Uonaki 1
  • Razieh Rabani 2
  • Mohammadamin Khorasani 3
1 PhD Student, Department of Tourism, Faculty of Tourism Science, university of science and culture, Tehran, Iran.
2 PhD Student, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
3 Assistant Professor, Department of Human Geography, Faculty of Geography, University of Tehran, Tehran, Iran.
چکیده [English]

The purpose of this study is to identify and prioritize the key effective drivers in the brand of Slow tourism in the village of Javaherdeh. The present study is exploratory-explanatory in terms of purpose and qualitative-quantitative in terms of method, based on the opinions of 30 experts who were selected by snowball and judgment method. In the qualitative method, the initial model was designed using MAXQDA software and the relationships between the drivers were explained, prioritized and evaluated with MICMAC software. The results indicate that the 49 identified key drivers can be divided into three categories of components: Slow tourism product, Slow tourism process, and Slow tourism program. In this regard, the drivers of environmental quality, landscape, and natural attractions in or around, clean and favorable climate, Slow tourism education, receptive and dynamic public spaces, attracting positive feedback about Slow brand (attitude), destination personality, having a unique story and motivation to use the Slow tourism brand, are the most effective drivers in creating the Slow tourism brand of Javaherdeh village.

کلیدواژه‌ها [English]

  • Rural tourism
  • Tourism destination brand
  • Slow tourism
  • Slow tourism activities
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