بررسي و ارزيابي زمينه هاي توسعه گردشگري الكترونيك (مورد مطالعه: استان گيلان)

Investigation and evaluation of e-tourism development areas (Case study: Guilan province)

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮآن اﺳﺖ ﺗﺎ ﺑﻪ ارزﯾﺎﺑﯽ زﻣﯿﻨﻪ ﻫﺎي ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي اﻟﮑﺘﺮوﻧﯿﮏ اﺳﺘﺎن ﮔﯿﻼن ﺑﭙﺮدازد. ﻟﺬ ا ﭘﺲ از ﺑﻬﺮه ﮔﯿﺮي از روش اﺳﻨﺎدي و ﮐﺘﺎﺑﺨﺎﻧﻪ اي، در ﺑﺨﺶ ﻣﯿﺪاﻧﯽ از روش ﭘﯿﻤﺎﯾﺶ ﻣﺒﺘﻨ ﯽ ﺑﺮ ﺗﮑﻤﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎ ﻣﻠﺤﻮظ داﺷﺘﻦ 16 ﺷﻬﺮﺳﺘﺎن اﺳﺘﺎن ﮔﯿﻼن ﺑﻪ ﻋﻨﻮان ﺟﺎﻣﻌﻪ آﻣﺎري در اﺑﻌﺎد ﮔﺮدﺷﮕﺮي اﻟﮑﺘﺮوﻧﯿﮏ ﺷﺎﻣﻞ اﺟﺘﻤﺎﻋﯽ– ﻓﺮﻫﻨﮕﯽ، دوﻟﺘﯽ و ﻣﺪﯾﺮﯾﺘﯽ، زﯾﺮﺳﺎﺧﺖ )ﺳﺨﺖ اﻓﺰار( و ﺳﯿﺴﺘﻤﻬﺎي اﻃﻼﻋﺎﺗﯽ )ﻧﺮم اﻓﺰار( ﺑﻬﺮه ﮔﺮﻓﺘﻪ ﺷﺪ. ﻫﻤﭽﻨﯿﻦ ﻧﻤﻮﻧﻪ ﻫﺎي آﻣﺎري ﻣﻨﺘﺨﺐ ﺷﺎﻣﻞ دﺳﺘﮕﺎه ﻫﺎي اﺟﺮاﯾﯽ، ﺑﺨﺶ ﺧﺼﻮﺻﯽ و ﺟﺎﻣﻌﻪ ﻣﺤﻠﯽ ﺑﻮده اﻧﺪ. ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ از آزﻣﻮن T ﺗﮏ ﻧﻤﻮﻧﻪاي و ﺟﻬﺖ رﺗﺒﻪ ﺑﻨﺪي ﺷﻬﺮﺳﺘﺎﻧﻬﺎ در راﺳﺘﺎي ارزﯾﺎﺑﯽ وﺿﻌﯿﺖ ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي اﻟﮑﺘﺮوﻧﯿﮏ از ﻣﺪل ﺗﺎﭘﺴﯿﺲ ﺑﻬﺮه ﮔﺮﻓﺘﻪ ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯿ ﺪﻫﺪ ﮐـﻪ ﺷﺎﺧﺺ ﻓﺮاﮔﯿﺮﺷﺪن اﺳﺘﻔﺎده از ﺷﺒﮑﻪ ﻫﺎي اﺟﺘﻤﺎﻋﯽ ﻣﺮﺗﺒﻂ ﺑﺎ ﮔﺮدﺷﮕﺮي ﺗﻮﺳﻂ ﮔﺮدﺷﮕﺮان، ﺑﺎ ﻣﯿﺎﻧﮕﯿﻦ 34 /70رﺗﺒﻪ اول و ﺷﺎﺧﺺ ﺳﺮﻋﺖ دﺳﺘﺮﺳﯽ ﺑﻪ اﯾﻨﺘﺮﻧﺖ، ﺑﺎ ﻣﯿﺎﻧﮕﯿﻦ 56/60ﭘﺎﯾﯿﻦ ﺗﺮﯾﻦ رﺗﺒﻪ را ﺑﻪ ﺧﻮد اﺧﺘﺼﺎص داده اﻧﺪ. ﻫﻤﭽﻨﯿﻦ ﺑﻌﺪ اﺟﺘﻤﺎﻋﯽ- ﻓﺮﻫﻨﮕﯽ ﺑﺎ ﻣﯿﺎﻧﮕﯿﻦ 3/07در وﺿﻌﯿﺖ ﻣﻄﻠﻮب ﻗﺮار داﺷﺘﻪ و ﺳﺎﯾﺮ اﺑﻌﺎد در وﺿﻌﯿﺖ ﻧﺎﻣﻄﻠﻮب ﻗﺮار دارﻧﺪ. ﻧﻬﺎﯾﺘﺎ ﺷﻬﺮﺳﺘﺎﻧﻬﺎي رﺷﺖ، ﻻﻫﯿﺠﺎن و ﺑﻨﺪراﻧﺰﻟﯽ ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺎ ﺿﺮاﯾﺐ 0/636، 0/578و 0 /576در رﺗﺒﻪ ﻫﺎي اول ﺗﺎ ﺳﻮم و ﻣﻄﻠﻮب ارزﯾﺎﺑﯽ ﺷﺪﻧﺪ و ﺷﻬﺮﺳﺘﺎﻧﻬﺎي اﻣﻠﺶ ﺑﺎﺿﺮﯾﺐ 0/349، ﺻﻮﻣﻌﻪ ﺳﺮا ﺑﺎ ﺿﺮﯾﺐ 0/335و رودﺑﺎر ﺑﺎ ﺿﺮﯾﺐ 0/311در وﺿﻌﯿﺖ ﻧﺎﻣﻄﻠﻮب ﻗﺮار ﮔﺮﻓﺘﻨﺪ . ﻫﻤﭽ ﻨﯿﻦ ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن ﻣﯿﺪﻫ ﺪ ﮐﻪ ﺷﻬﺮﺳﺘﺎن رﺷﺖ داراي وﺿﻌﯿﺖ ﻣﻄﻠﻮب و ﺷﻬﺮﺳﺘﺎﻧﻬﺎي واﻗﻊ در ﺷﺮق اﺳﺘﺎن ﮔﯿﻼن وﺿﻌﯿﺖ ﻣﻨﺎﺳﺒ ﺘﺮي ﻧﺴﺒﺖ ﺑﻪ ﻏﺮب و ﺟﻨﻮب اﺳﺘﺎن از ﻟﺤﺎظ ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي اﻟﮑﺘﺮوﻧﯿﮏ ﻗﺮار دارﻧﺪ

For this purpose, the present study intends to study and evaluate the fields of e-tourism development in Guilan province. In this regard, after using the documentary and library method, in the field section, the survey method based on completing a questionnaire was used in 16 cities of Guilan province, which includes the dimensions of e-tourism, including socio-cultural, government and management, infrastructure (hardware) an‎d information systems (software). The selected statistical population also included the executive apparatus, the private sector and the local community. In order to analyze the data, a one-sample t-test and to rank the cities of the province in order to assess the status of e-tourism development, the TOPSIS model in Arc GIS, SPSS and Excel software has been used. The results of the present study show that the index of widespread use of tourism-related social networks by tourists, with a total average of 34.70, the first rank, and the Internet access speed index, with a total average of 56.60, have the lowest rank. Also, according to the obtained results, the socio-cultural dimension with an average of 3.07 is in a favorable situation and other dimensions such as infrastructure, government-management and information systems are in an unfavorable situation. Finally, in examining the situation of the cities of Guilan province in the field of electronic tourism; Rasht, Lahijan and Bandar Anzali counties with coefficients of 0.636, 0.578 and 0.576, respectively, were evaluated in the first to third ranks and in favorable condition, and Amlash counties with a coefficient of 0.349, Soomehsara with a coefficient of 0.335 an‎d Rudbar were in an unfavorable situation with a coefficient of 0.311.