پديد آورندگان :
زال، محمدحسن دانشگاه مازندران، بابلسر , رمضان زاده لسبوئي، مهدي دانشگاه مازندران، بابلسر , جوربنيان، فرشته دانشگاه مازندران، بابلسر
كليدواژه :
گردشگري , ميراث فرهنگي , موزه خانه كلبادي , ارزيابي عملكرد , شهر ساري
چكيده فارسي :
عملكرد موزه‌ها به‌عنوان جاذبه‌هاي محوري گردشگري ميراث، از اهميت شاياني در جذب گردشگران برخوردار است. مقاله حاضر به بررسي توسعه گردشگري ميراث فرهنگي با تأكيد بر عملكرد نهاد موزه در شهر تاريخي ساري پرداخته است. داده‌هاي پژوهش با روش كتابخانه‌اي (مطالعه منابع مكتوب) و ميداني (ابزار پرسشنامه) گردآوري‌شده است. براي پردازش و تحليل داده‌ها نيز از نرم‌افزار spss و آزمون‌هاي اتا، پيرسون، تي تك‌نمونه‌اي و رگرسيون خطي استفاده‌شده است. نتايج نشان مي‌دهد، ميان نگرش زنان و مردان نسبت اهميت توسعه گردشگري ميراث در شهر ساري تفاوتي ديده نمي‌شود. اما نگرش اين دو جنس نسبت به اهميت عملكرد موزه متفاوت است. بعد عملكرد موزه، تأثير معناداري بر توسعه گردشگري ميراث فرهنگي داشته است. بتاي محاسبه‌شده براي بعد عملكرد موزه خانه كلبادي، نشانگر سهم بيش از 60 درصدي آن بر توسعه گردشگري ميراث فرهنگي و اهميت عملكرد موزه است. در اين خصوص بايد اذعان داشت، آنچه مخاطب در موزه با آن مواجه مي‌شود، مجموعه‌اي از فعاليت‌هاي تخصصي است. در حقيقت رابط ميان مخاطبان و اشياء فرهنگي صامت در موزه‌ها، عملكرد موزه است كه عمدتاً از طريق نيروي انساني متخصص طراحي و اجرا مي‌شود. همچنين معيار عملكرد فني موزه با بتاي 0/404 بيشترين سهم را در توسعه گردشگري ميراث داشته است كه نشانگر رعايت دقيق مسائل حفاظتي در موزه است. معيار كيفيت خدمات نيز با بتاي 0/075 كمترين سهم را در توسعه گردشگري ميراث داشته است، اين وضعيت با كميت و كيفيت ارائه خدمات فرهنگي توسط موزه و كاركنان آن به گردشگران در ارتباط است.
چكيده لاتين :
Introduction
Evaluating the performance of the museum is one of the most important management tasks in
museums. The directors are obliged to evaluate the performance of the museum under their
management according to the mission, goals and tasks explained to the museums and while
constantly monitoring the actions that are going on in the museum. Today, museum
management is one of the most important independent aspects in the science of museology,
which indicates the knowledge and awareness of a museum's responsibility to society, which in
recent years has become one of the main concerns of related organizations and institutions
worldwide. Many museums are facing a pattern change. For example, the public budget crisis
has forced them to choose new strategies in terms of organization, funding, presentation, and
how to organize independently. Therefore, raising awareness, recognizing the tools of the
economy, attracting investment and sponsors, improving efficiency, guiding and motivating
staff, orienting groups with similar goals, and marketing and monitoring the work of the
museum are essential.The performance of museums as one of main heritage tourism attractions,
has very important role in attracting tourists. This paper examines the development of cultural
heritage tourism, with an emphasis on the museum's function in the historical cities of Sari.
Methodology
The research is applied in terms of purpose and from the point of view of descriptive-analytical
nature. It was conducted in 2017 in order to study the development of cultural heritage tourism
with emphasis on the performance of Kalbadi House Museum in the historical city of Sari. The
data of the present study have been collected by library and field methods. The library method
includes the study of relevant resources for problem solving, theoretical foundations and
questionnaire design. Field research also includes the distribution of a researcher-made
questionnaire among tourists visiting the Kalbadi Museum. Due to the uncertainty of the
statistical population, the Cochran's formula is used to determine the sample size. Based on
Cochran's formula, the sample size was 270 people, of which 210 questionnaires were
distributed, 210 complete questionnaires were collected and used for analysis. SPSS software
was also used for data processing.
Results and discussion
The results show that there is no difference between the attitudes of women and men regarding
the importance of the development of heritage tourism in the city of Sari. But the attitudes of
these two sexes are different about importance of museum performance. Performance of the
museum in this research has had a Meaningful effect on the development of cultural heritage
tourism in the city of Sari. The beta for the performance of the Kolbadi house's museum
featured its contribution (more than 60 percent) to the development of cultural heritage tourism
and the importance of museum performance in this area. In this regard, it should be
acknowledged that audiences faced a collection of specialized activities in this museum. In fact,
the interface between the audiences and silent cultural objects in museums is the museum's
performance, which is mainly designed and implemented by a dedicated human resources. The
technical performance museum (Beta=.404) also had the most share in the development of the
heritage tourism, that reflects the strict observance of the conservation issues in this museum.
The service quality criterion (Beta=.076) had less contribution to the development of heritage
tourism based on Kolbadi house's museum. This result is also related to the quality and quantity
of cultural services provided by the museum and its staff to the tourists.
Conclusions
The Cultural Institutional Museum is a place for storing and displaying objects with the aim of
educating and promoting the level of public knowledge, cognition, understanding and
awareness. In the field of tourism, museums also play an important role in teaching culture
through cultural tourism and heritage. From this approach, museums are a unique cultural place
to provide information and cultural attractions related to the region or ethnic group or nation to
the audience and tourists and play an important role in the development of heritage tourism.
Kalbadi Museum House is one of the unique museums in Mazandaran province, which
according to the statistics obtained in this research has a 60% share in the development of
cultural heritage tourism in Sari. This situation is related to the collective and integrated
presentation of human cultural works to the audience, which can increase their level of
satisfaction.
