كليدواژه :
گردشگري , گردشگري روستايي , اولويت گردشگران , كيفيت ادراك شده , مدل سروكوال و آي پي اَي
چكيده فارسي :
ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي روﺳﺘﺎﯾﯽ ﻣﺴﺘﻠﺰم ﺷﻨﺎﺧﺖ اوﻟﻮﯾﺖﻫﺎي ﮔﺮدﺷﮕﺮان و ﺗﻠﺎش ﺑﺮاي ارﺗﻘﺎء و اﻧﻄﺒﺎق ﺟﺎذﺑـﻪﻫﺎ و ﺗﻮاﻧﻤﻨـﺪيﻫـﺎي روﺳـﺘﺎ ﺑـﺎ ﻧﯿﺎزﻫﺎي ﺑﺎزدﯾﺪﮐﻨﻨﺪﮔﺎن ﻣﯽﺑﺎﺷﺪ ﺗﺎ از اﯾﻦ ﻃﺮﯾﻖ، اﻗﺪام ﺑﻪ ﺑﺎزدﯾﺪ ﻣﺠﺪد، ﻣﻌﺮﻓﯽ و ﺗﻮﺻﯿﻪ ﺑﻪ ﺑﺎزدﯾﺪ ﺗﻮﺳﻂ ﺳﺎﯾﺮ ﮔﺮدﺷﮕﺮان ﺻﻮرت ﭘﺬﯾﺮد. ﻫﺪف ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﻣﯿﺰان ﺗﻨﺎﺳﺐ اوﻟﻮﯾﺖﻫﺎي ﮔﺮدﺷﮕﺮان ﺑﺎ ادراك ﻋﯿﻨﯽ آنﻫﺎ از ﻣﻘﺼﺪ ﮔﺮدﺷﮕﺮي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﻧﯿﺰ، ﭼﻬﺎر روﺳـﺘﺎي ﻫﺪف ﮔﺮدﺷﮕﺮي ﺷﻬﺮﺳﺘﺎن ﻃﺎرم ﺑﻮده اﺳﺖ. در ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﮐﻪ در ﺳﺎل 1398 اﻧﺠـﺎم ﮔﺮﻓﺘـﻪ، اوﻟﻮﯾـﺖﻫـﺎي ﮔﺮدﺷـﮕﺮان در 4 ﺑُﻌـﺪ ﮐﻠـﯽِ زﯾﺮﺳﺎﺧﺖﻫﺎ، ﺟﺎذﺑﻪﻫﺎ، ﺑﺎزارﯾﺎﺑﯽ و آﻣﻮزش، 15 زﯾﺮ ﺑﺨﺶ و 59 ﮔﻮﯾﻪ ﺗﻌﯿﯿﻦ و ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿـﻞ دادهﻫـﺎ از روشﻫﺎي آﻣﺎر ﺗﻮﺻﯿﻔﯽ )ﻣﯿﺎﻧﮕﯿﻦ و ﻓﺮاواﻧﯽ( و ﺑﺮاي ﺗﺤﻠﯿﻞ اﺳﺘﻨﺒﺎﻃﯽ از دو ﺗﮑﻨﯿﮏ اﻫﻤﯿﺖ-ﮐﯿﻔﯿﺖ )ﺳﺮوﮐﻮال( و اﻫﻤﯿﺖ- ﻋﻤﻠﮑـﺮد )آي ﭘـﯽ اَي( اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺑﺮ اﯾﻦ ﻣﺒﻨﺎ، ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽدﻫﺪ ﻣﺤﺼﻮﻟﺎت و ﺗﻮﻟﯿﺪات ﻋﺮﺿﻪ ﺷﺪه، ﻓﺮﺻﺖﻫﺎي ﮔﺮدﺷﮕﺮي ﮐﺸﺎورزي، اﻣﻨﯿﺖ روﺳـﺘﺎ، ﻓﺮﺻﺖﻫﺎي ﮔﺮدﺷﮕﺮي ﻃﺒﯿﻌﯽ، ﺧﺪﻣﺎت و اﻗﺎﻣﺘﮕﺎه، اوﻟﻮﯾﺖ اﺻﻠﯽ ﮔﺮدﺷﮕﺮان ﺑﻮده اﺳﺖ. ﻋﻠﯿﺮﻏﻢ ﺗﻮانﻫـﺎ و ﻗﺎﺑﻠﯿـﺖﻫـﺎي ﺗﻮﺳـﻌﻪ ﮔﺮدﺷـﮕﺮي روﺳﺘﺎﻫﺎي ﻫﺪف، ﺑﻪ دﻟﯿﻞ ﺳﻄﺢ اﻧﺘﻈﺎرات ﺑﺎﻟﺎي ﮔﺮدﺷﮕﺮان از ﺗﻮانﻫﺎي ﮔﺮدﺷﮕﺮي روﺳﺘﺎﯾﯽ، ﺗﻔﺎوت ﻣﯿﺎﻧﮕﯿﻦ اﻫﻤﯿﺖ و ﮐﯿﻔﯿﺖ درك ﺷـﺪه در ﭼﻬﺎر ﺑُﻌﺪ ﯾﺎد ﺷﺪه ﻣﻨﻔﯽ ﺑﻮده، ﺑﻪ ﻃﻮري ﮐﻪ ﺑﻌﺪ آﻣﻮزش ﺑﺎ ﻣﯿﺎﻧﮕﯿﻦ ﺷﮑﺎف 1/12- ﺑﯿﺸﺘﺮﯾﻦ و ﺑﺎزارﯾﺎﺑﯽ ﺑـﺎ ﻣﯿـﺎﻧﮕﯿﻦ ﺷـﮑﺎف 0/24- ﮐﻤﺘـﺮﯾﻦ اﺧﺘﻠﺎف را داﺷﺘﻪاﻧﺪ. ﺑﺮ اﺳﺎس ﻣﺎﺗﺮﯾﺲ IPA، ﺳﻪ ﺑﻌﺪ زﯾﺮﺳﺎﺧﺖﻫﺎ، ﺟﺎذﺑﻪﻫﺎ و ﺑﺎزارﯾﺎﺑﯽ در ﻣﻮﻗﻌﯿﺖِ اﺳﺘﺮاﺗﮋﯾﮏِ ﻣﻄﻠﻮﺑﯿﺖ و ﺑﻌﺪ آﻣﻮزﺷـﯽ داراي وﺿﻌﯿﺖِ ﻓﺎﻗﺪ ﻣﻄﻠﻮﺑﯿﺖ ﻣﯽﺑﺎﺷﺪ.
چكيده لاتين :
The development of rural tourism requires recognizing the priorities of tourists and trying to upgrade and adapt the attractions and capabilities of the village to the needs of visitors, so that re-visits, introduction and recommendation to be visited by other tourists. The purpose of this study is to investigate the appropriateness of tourists' priorities with their objective perception of the tourist destination. The statistical population of the study was the tourists of the target villages of Tarom city and considering that the number of tourists entering the villages is not known, 100 tourists were selected as the sample. The data collection method is both documentary and field methods and the main focus of the research is on field findings that have been collected through interviews and questionnaires. In the present study, tourists' priorities have been determined and discussed in 4 general dimensions of infrastructure, attractions, marketing and education, 15 sub-sections and 59 components. For data analysis, descriptive statistics methods (mean and frequency) and for inferential analysis, two techniques of importance-quality (SERVQUAL) and importance-performance have been used. Based on this, the results show the products and products offered. Agricultural tourism opportunities, rural security, natural tourism opportunities, services and accommodation are the main priorities of tourists and despite the capabilities and capabilities of tourism development in target villages, due to the high expectations of tourists from rural tourism capabilities, the difference between the average importance and quality Perceived in the mentioned four dimensions was negative, so that the education dimension with an average gap of -1.12 had the most and marketing with an average gap of -0.24 had the least difference. According to the IPA matrix, the three dimensions of infrastructure, attractions and marketing are in the strategic position of desirability and the educational dimension is in the position of desirability.
