رهيافت برند سازي شهري در فرآيند نقش پذيريِ گردشگري (مطالعه موردي: شهرهاي كوچك استان كردستان)

Urban branding approach in the process of tourism role-playing in small towns (Case study: small towns of Kurdistan province)

پذيرش نقش گردشگري در بسياري از شهرهاي كوچك مي تواند سبب ارتقاء جايگاه اقتصاد شهري و بهگشت شرايط زيست سكونتگاه شود اما لازمه اصلي آن برند سازي براي اين گروه از شهرهاست كه موردغفلت قرار گرفته اند. از اين رو تحقيق حاضر درصدد شناسايي شاخص‌هاي موثر توسعه دروني و بيروني مبتني بر رهيافت برند سازي شهري به منظور نقش پذيري گردشگري در شهرهاي كوچك استان كردستان است. روش تحقيق توصيفي و تحليلي و جامعه آماري شامل 60 نفر از صاحب نظرات شهرداري ها و نهادي هاي عمومي، دولتي و بخش خصوصي استان كردستان است. نتايج حاصل از روش تحليل عاملي در اين تحقيق نشان مي‌دهد كه از ميان شاخص هاي 20 گانه تحقيق، "فعاليت ها "، "امكانات و خدمات عمومي "و "شعارها" مهمترين معيارهاي دروني و از سوي ديگر "تبليغات"، "لوگوها" و "حمايت هاي نهادي-زيربنائي" مهمترين عوامل بيروني تاثيرگذار بر پذيرش يا عدم پذيرش نقش هاي جديد در راستاي برند سازي پذيرش نقش گردشگري در شهرهاي كوچك استان كردستان هستند.

In recent years, due to economic constraints, declining revenues and increasing public demand for urban services, policy-making in small towns has required new approaches. At the same time, different habitat conditions and related problems and opportunities have led to the provision of spatial advantages as strategies for development and overcoming the conditions. According to studies, accepting the role of tourism in many small cities can improve the status of the urban economy and improve living conditions, but the main requirement is branding for this group of cities that have been neglected. Therefore, the present study seeks to identify effective indicators of internal and external development based on the urban branding approach in order to make tourism a role in small towns in Kurdistan province. The research method is descriptive and analytical and the statistical population includes 60 experts from municipalities and public, governmental and private sectors in Kurdistan province. The results of factor analysis method in this research show that among the 20 research indicators, "activities", "public facilities and services" and "slogans" are the most important internal criteria, and on the other hand, "advertising", "logos". "Institutionalinfrastructure support" are the most important external factors influencing the acceptance or non-acceptance of new roles in order to brand the acceptance of the role of tourism in small towns of Kurdistan province.