تأثیر بازاریابی گردشگری (آمیخته محل و مردم) بر توسعه کارآفرینی روستایی منطقه ریجاب استان کرمانشاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد، گروه کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

2 دانشیار، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری،دانشگاه سیستان و بلوچستان، زاهدان، ایران.

3 استادیار،گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران.

چکیده

گردشگری حاوی ظرفیت‌های پویا برای اشتغال و کارآفرینی روستایی است. با پیوند گردشگری و جاذبه‌های روستایی به‌واسطه شناسایی عوامل آمیخته‌های بازاریابی می‌توان گردشگران بالقوه را شناسایی و جذب مقصد موردنظر کرد. هدف از انجام این پژوهش تأثیر بازاریابی گردشگری (محل و مردم) بر توسعه کارآفرینی روستایی در منطقه پرجاذبه ریجاب استان کرمانشاه است. این تحقیق از اولین پژوهش‌ها در این حیطه است که فضای یکی از مناطق نمونه گردشگری روستایی را به‌عنوان مقصد گردشگران خارجی برگزیده است. با بررسی پیشینه و مبانی نظری، متغیرهای تحقیق مورد شناسایی قرار گرفتند و سپس مدل تحلیلی تحقیق با توجه به مصاحبه‌های به‌عمل‌آمده با مسئولین و همچنین شاخص‌ها و نتایج پژوهشگران (اکثراً سال‌های 1394 تا 1396) طراحی شد. داده‌ها پس از تأیید روایی و پایایی پرسشنامه محقق ساخته در جامعه آماری که به‌صورت هدفمند و جمعیت‌شمار و با توجه به سه شاخص‌: مسئول بودن، دولتی و اجرایی بودن و کارآفرین صنعت گردشگری انتخاب و جمع‌آوری شد. برای تجزیه‌وتحلیل داده‌ها آماری توصیفی و استنباطی با استفاده از نرم‌افزار SPSS و Smart PLS برای استفاده شد. برازش مدل‌ها با ریشه میانگین مجذور باقیمانده‌های استانداردشده (SRMR)، آزمون برازش دقیق مدل (EMFT)، شاخص برازش هنجار (NFI) و ریشه میانگین مجذور ماتریس کوواریانس باقیمانده‌ها (RMS_Theta) انجام گرفت. نتایج نشان می‌دهد که بعد مکان با 51 درصد و بعد مردم با 52 درصد بر توسعه کارآفرینی روستایی منطقه ریجاب استان کرمانشاه مؤثر بوده‌اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Tourism Marketing (Local Mixture and People) on the Development of Rural Entrepreneurship in Rijab Region of Kermanshah Province

نویسندگان [English]

  • Ali Akbar Heidary 1
  • Seyyed Aligholi Rowshan 2
  • Nader Naderi 3
1 MSc., Department of Entrepreneurship, Faculty of Management and Accounting, University of Sistan and Baluchestan, Zahedan, Iran.
2 Associate Professor, Department of Public Administration, Faculty of Management and Accounting, University of Sistan and Baluchestan, Zahedan, Iran.
3 Assistant Professor, Management and Entrepreneurship Departement, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.
چکیده [English]

Tourism contains dynamic perspectives and the opportunity for the employment and development of rural entrepreneurship that can be highlighted by recognizing mixed marketing factors to recognize and absorb the destination. The purpose of this study is to investigate the impact of tourism marketing (Place and People) on rural entrepreneurship in Rijab, Kermanshah province. This is a survey of experts in this field (travel and rural entrepreneurship) that can be used to travel with your family. This concept provides you with theoretical predictions, research, research and investigation using consulting and decision-making services to allow you to conduct the interview and use financial resources and consulting in this area. After the validation and reliability of the questionnaire, extreme data is gathered purposefully and considering three factors including being responsible, being doable, and being entrepreneurship in tourism industry. SPSS software and Smart PLS were applied to analyze the descriptive and inferential data. Models are fitted by referring to mean root of standardized residual squared root (SRMR), Model Fitting Penalty (EMFT), Normal Fitting Store (NFI) and your root squared covariance matrix (RMS_Theta). The results of data analysis show that location dimension with 51% and people dimension with 52% were effective on rural entrepreneurship development in Rijab region of Kermanshah province.

کلیدواژه‌ها [English]

  • Tourism Marketing
  • Location
  • People
  • Rural Entrepreneurship Development
  • Rijab
AchaK, A., Hamidi, N., & Babaei Hemmati, R. (2014). Tourism Development Based on Marketing Mix (Case Study: Qazvin City), Quarterly Journal of Economics and Urban Management, Volume 2 (6), Pages 53-37.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics.
Avraham, E., & Ketter, E. (2016). Tourism Marketing for Developing Countries: Battling Stereotypes and Crises in Asia, Africa and the Middle East. Springer.
Chen, C. C., Lai, Y. H. R., Petrick, J. F., & Lin, Y. H. (2016). Tourism between divided nations: An examination of stereotyping on destination image. Tourism Management, 55, 25-36.
Davis, J., Proctor, F., & Marr, A. (2004). Using the Rural Economic and Enterprise Development (REED), A framework for analysis and joint action: Outline and workplan for action research. NRI, 1-14.
European Commission (2016). European Tourism Indicators System for sustainable destination management. Retrieved from http://ec.europa.eu/growth/sectors/tourism/offer/sustainable/indicatos/index_en.htm. (Accessed 7 April, 2016).
Fesenmaier, D. R., & Xiang, Z. (2017). Introduction to Tourism Design and Design Science in Tourism. In Design Science in Tourism (pp. 3-16). Springer International Publishing.
Gebrehiwot, K. G. (2015). The impact of agricultural extension on households’ welfare in Ethiopia. International Journal of Social Economics, 42(8), 733-748
Harpa, E., Moca, S., & Rus, D. (2016). A Comparative Study of Rural Entrepreneurship Romania–Greece. Procedia Technology, 22, 1100-1105.
Hashemi, S., Motie Langroudi, H., Ghadiri Masoom, M., Rezvani, M. R., & Moghimi, M. (2011). Explaining the Role of Islamic Deputies and Shuras in the Development of Rural Entrepreneurship Case Study: Behbad Yazd Province Rural Studies, Second Year, No 1, Spring 2011, Pages 114-93.
Heidari, R. (2008). Fundamentals of Tourism Planning, Publication Semat, First Printing, Tehran.
Imenni, S., & Hashemi, S. S. (2009). The Role of Entrepreneurship in Sustainable Tourism Development, Journal of Work and Society, Volume 107-106, Pages 106-95.
Ingram, C., Caruana, R., & McCabe, S. (2017). Participative inquiry for tourist experience. Annals of Tourism Research, 65, 13-24.
Jaafar, M., & Rasoolimanesh, S. M. (2015). Tourism growth and entrepreneurship: Empirical analysis of development of rural highlands. Tourism Management Perspectives, 14, 17-24.
Khani, F., Ghasemi Wesameh Jani, A., & Ghanbarinasab, A. (2009). Investigating the Impact of Coastal Tourism on Rural Household Surveys (Case Study: Chamkhaneh Village, Langroud City), Human Geography, Year 1, Issue 4, pp 64-51.
Khojasteh, M. R., Shakeri Kushki, G. H., & Abbas Nejad, G. (2016). The study of marketing mixes in the sport tourism industry in North Khorasan province, the first conference on sports developments in the field of health, prevention and championship.
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of tourism research, 34(2), 400-421.
Kotler, P., Bowen, J. T., Makens, J. C., Kotler, P., & Kotler, P. (2014). Marketing forhospitality and tourism. Boston: Pearson.
Kumar, S. (2016). The Changing Future of Rural Marketing in India. Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-4.
Lee, T. H., & Hsieh, H. P. (2016). Indicators of sustainable tourism: A case study from a Taiwan's wetland. Ecological Indicators, 67, 779-787.
Liu, Z. (2003). Sustainable tourism development: A critique. Journal of sustainable tourism, 11(6), 459-475.
Mithileshwa, j. (2015). Rural Marketing: Some Conceptual Issues, Economic and Political Weekly is collaborating with JSTOR to digitize, preserve and extend access to Economic and Political Weekly. This content downloaded from198.91.37.2 on Thu, 31 Dec 2015 22:35:03 UTC.
Mohammadi, M. (2004). NGOs; Definitions and Classifications; Quarterly Journal of Management Studies, Numbers 41 and 42 pp 263-247.
Motiee Langroudi, S. H., Ghadiri Masoomsh, M., Dvarkhani, F., Yadollahi Farsi, J., & Torkashvand, Z. (2012). Explaining the Factors Affecting the Empowerment of Villagers in the Development of Entrepreneurship (Case Study: Zand and Samen Departments of Malayer City), Human Geography Research, No. 80, summer 2012, pp 138-139.
Nagler, P., & Naudé, W. (2017). Non-farm entrepreneurship in rural sub-Saharan Africa: New empirical evidence. Food Policy, 67, 175-191.
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258-259.
Sabagh Kermani, M., & Amirian, S. (2000). Investigating the Effects of Tourism Economics in the Islamic Republic of Iran Using Data Analysis and Observation, Business Journal, No16, Volume 4, Pages 83-57.
Sajasi Gheidari, H., Shayan, H., & Nourbakhsh Razmi, Z. (2015). Analysis of the role of entrepreneurship in non-agricultural activities in improving the quality of life of villagers (Case: Shandiz villages in Binalood city), Quarterly Journal of Rural Space and Rural Development Economics, No 2, Year 4, Pages 76-55.
Sofield, T., Guia, J., & Specht, J. (2017). Organic ‘folkloric’ community driven place-making and tourism. Tourism Management, 61, 1-22.
Stevanović, M. (2016). The Role of Financial Perspective of Entrepreneurship and Rural Development for the Purpose of Strengthening Serbian Economy. Procedia-Social and Behavioral Sciences, 221, 254-261
Yousefi, P. (2006). Determining the Factors Affecting the Loyalty of the Customers of the Export Development Bank of Iran Using the Concepts of Customer Relationship Management, The 2nd International Conference on Information and Communication Technology Management, Tehran, The Call of Domestic Economy.
Zhang, X. (2012). Research on the development strategies of rural tourism in Suzhou based on SWOT analysis. Energy Procedia, 16, 1295-1299.