تحلیلی بر مولفه های موثر بر ادراک سازمان‌دهندگان از رویدادهای فرهنگی گردشگری نمونه موردی: رویداد بزرگداشت فردوسی

نوع مقاله : پژوهشی اصیل

نویسندگان
1 دانشجوی دکتری، مدیریت گردشگری، دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران
2 عضو هیات علمی
3 استادیار، برنامه‌ریزی توریسم، دانشکده جغرافیا، دانشگاه خوارزمی، تهران
چکیده
گردشگری رویداد به‌عنوان یکی از انواع گردشگری که به‌گفتۀ گتز، چندین دهه است که در صنعت گردشگری و جامعۀ تحقیقاتی مطرح می‌شود، از عوامل انگیزشی مهم در گردشگری است که در برنامه­های توسعه و بازاریابی اکثر مناطق، عاملی مهم به‌شمار می‌رود. درصورتی که مدیران و برنامه­ریزان در تمامی سطوح و اشکال گردشگری، توسعه­ای تک‌بعدی را درنظر بگیرند و بدون توجه به ذی‌نفعان برای توسعه اقدام کنند، نخواهند توانست جاذبه­ای پایدار ایجاد کنند و دستیابی به اهداف متنوع توسعۀ رویداد امکان‌پذیر نخواهد بود.

پژوهش حاضر درراستای دستیابی به توسعۀ چندبعدی گردشگری مقصد با هدف تحلیل مؤلفه­های مؤثر بر ادراک سازمان­دهندگان رویدادهای گردشگری فرهنگی و مدیریت بهینۀ رویداد تنظیم و با استفاده از روش­شناسی ترکیبی و روش توصیفی-تحلیلی پیمایشی، ابعاد و مؤلفه­های مختلف مؤثر بر ادراک سازمان­دهندگان به‌عنوان بخشی از ذی‌نفعان رویداد شناسایی، تحلیل و اولویت‌بندی شد. بدین منظور، ابعاد مختلف ارائه‌شده ازسوی پژوهشگران واکاوی و به‌وسیلۀ پنل خبرگان دسته­بندی و هم‌مفهوم‌سازی شد و مؤلفه­های مؤثر بر ادراک سازمان­دهندگان رویداد ارائه گردید. پس از آن، با توزیع پرسشنامه درمیان 50 نفر از سازمان‌دهندگان رویداد بزرگداشت فردوسی در منطقۀ توسِ شهر مشهد که با تکنیک تمام‌شماری و به‌روش دلفی منتخب شدند، مؤلفه­های مؤثر بر رویداد سنجیده شد و سپس مؤلفه­های شناسایی‌شده با روش تاپسیس فازی تجزیه و تحلیل، دسته‌بندی و اولویت‌بندی گردید.

نتایج تحلیل­ها نشان می­دهد که ادراک فیزیکی با کسب رتبۀ نخست بیشترین تأثیر را بر درک سازمان­دهندگان از رویداد دارد؛ مقوله­ای که بیانگر این مهم است که فضاسازی­های فیزیکی، دسترسی‌پذیری، توسعۀ زیرساخت­ها، کیفیت­های محتوایی متنوع و زیبایی‌شناسانه و تصویرِ موردنظر به‌اندازۀ زیادی بر ایجاد درک بهتر و مؤثرتر از رویدادها و برنامه­ریزی متناسب با منطقه تأثیر می‌گذارد.






کلیدواژه‌ها

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