ﻃﺮاﺣﯽ ﭼﺎرﭼﻮب ﻣﺪل ﮐﺴﺐوﮐﺎر ﭘﺎﯾﺪار اﻗﺎﻣﺘﮕﺎه ﻫﺎي ﺑﻮمﮔﺮدي ﺑﺎ اﺳﺘﻔﺎده از روش ﻓﺮاﺗﺮﮐﯿﺐ

Developing Sustainable Business Model Framework for Ecolodges: Using Meta-synthesis Method

اﻗﺎﻣﺘﮕﺎهﻫﺎي ﺑﻮمﮔﺮدي ﮔﻮﻧﻪ اي از ﺗﺄﺳﯿﺴﺎت ﺟﺎﯾﮕﺰﯾﻦ در ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي و ﻣﯿﻬﻤﺎن ﻧﻮازي ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﻪ ﺳﺮﻋﺖ در ﺣﺎل رﺷﺪﻧﺪ. اﯾﻦ اﻗﺎﻣﺘﮕﺎهﻫﺎ ﺗﺠﺎرﺑﯽ ﺷﺨﺼﯽ، اﺻﯿﻞ و ﻣﺤﻠﯽ ر ا ﺑﻪ ﻣﯿﻬﻤﺎﻧﺎن و ﮔﺮدﺷﮕﺮان اراﺋﻪ ﻣﯽﮐﻨﻨﺪ. ﯾﮑﯽ از ﻣﻬﻢﺗﺮﯾﻦ ﺟﻨﺒﻪ ﻫﺎي ﻣﻄﺎﻟﻌﻪ اﯾﻦ اﻗﺎﻣﺘﮕﺎهﻫﺎ ﮐﻪ ﻣﻮرد ﻏﻔﻠﺖ واﻗﻊ ﺷﺪه ﻣﺪل ﮐﺴﺐوﮐﺎر آﻧﻬﺎﺳﺖ ﮐﻪ ارﺗﺒﺎط ﻣﺴﺘﻘﯿﻤﯽ ﺑﺎ ﻣﻮﻓﻘﯿﺖ آﻧﻬﺎ دارد و ﻧﺎﮐﺎﻣﯽ در ﻃﺮاﺣﯽ و ﭘﯿﺎدهﺳﺎزي ﯾﮏ ﻣﺪل ﮐﺴﺐوﮐﺎر ﻣﻨﺎﺳﺐ، ﺷﮑﺴﺖ اﯾﻦ اﻗﺎﻣﺘﮕﺎه ﻫﺎ را رﻗﻢ ﻣﯽزﻧﺪ. در اﯾﻦ ﺗﺤﻘﯿﻖ،ﭼﺎرﭼﻮﺑﯽ ﺑﺮاي ﻃﺮاﺣﯽ ﻣﺪلﻫﺎي ﮐﺴﺐوﮐﺎر اﻗﺎﻣﺘﮕﺎه ﻫﺎي ﺑﻮمﮔﺮدي اراﺋﻪ ﺷﺪه ﮐﻪ ﻧﻪﺗﻨﻬﺎ ﻫﻤﻪ ﺟﻮاﻧﺐ ﮐﺴﺐوﮐﺎر آﻧﻬﺎ را ﭘﻮﺷﺶ ﻣﯽدﻫﺪ ﺑﻠﮑﻪ اﻟﺰاﻣﺎت ﻣﺮﺑﻮط ﺑﻪ ﺗﻮﺳﻌﻪ ﭘﺎﯾﺪار را ﻧﯿﺰ ﭘﯿﺶﺑﯿﻨﯽ ﮐﺮده اﺳﺖ. ﺑﺮاي ﻃﺮاﺣﯽ ﭼﺎرﭼﻮب ﻣﺪﻧﻈﺮ، اﺑﺘﺪا ﺑﺎ اﺳﺘﻔﺎده از روش ﻓﺮاﺗﺮﮐﯿﺐ ﻣﺆﻟﻔﻪﻫﺎي ﭼﺎرﭼﻮب ﺷﻨﺎﺳﺎﯾﯽ و ﺳﭙﺲ ﺑﺮاي ارزﯾﺎﺑﯽ ﻣﺆﻟﻔﻪﻫﺎ، ﺑﺎ دو ﮔﺮوه ﮐﺎﻧﻮن ﺷﺎﻣﻞ 9 ﻧﻔﺮ ﮐﺎرﺷﻨﺎس ﻣﺼﺎﺣﺒﻪ ﺷﺪ. در ﻧﻬﺎﯾﺖ34 ﻣﺆﻟﻔﻪ ﺗﺄﯾﯿﺪ ﺷﺪ ﮐﻪ ذﯾﻞ 9 ﻣﻀﻤﻮن ﮐﻠﯽ ﺗﺮ ﺷﺎﻣﻞ ﻋﻮاﻣﻞ زﻣﯿﻨﻪاي، ﺟﻬﺎن ﺑﯿﻨﯽ، ﻣﺪل داراﯾﯽﻫﺎ، ﻣﺪل ﻋﻤﻠﯿﺎت، ﻣﺪل ﻣﺸﺎرﮐﺖ، ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ، ﻣﺪل ﻣﺎﻟﯽ، ﻣﺪل اﺛﺮات و ارزش ﭘﯿﺸﻨﻬﺎدي دﺳﺘﻪﺑﻨﺪي ﺷﺪﻧﺪ. ﭼﺎرﭼﻮب ﭘﯿﺸﻨﻬﺎدي اﯾﻦ ﺗﺤﻘﯿﻖ، ﺟﺎﻣﻊ و ﻣﻨﻌﻄﻒ اﺳﺖ و ﻗﺎﺑﻠﯿﺖ ﺗﻮﻟﯿﺪ ﻣﺪلﻫﺎي ﮐﺴﺐوﮐﺎر ﻣﻮﻓﻖ در ﺷﺮاﯾﻂ ﻣﺘﻔﺎوت را دارد. اﯾﻦ ﭼﺎرﭼﻮب ﺑﻪ ﻣﺎﻟﮑﺎن و ﻣﺪﯾﺮان اﻗﺎﻣﺘﮕﺎه ﻫﺎي ﺑﻮمﮔﺮدي ﮐﻤﮏ ﻣﯽﮐﻨﺪ ﺗ ﺎ اﺑﻌﺎد ﻣﺨﺘﻠﻒ ﮐﺴﺐوﮐﺎر ﺧﻮد را در ﯾﮏ ﻧﮕﺎه ﻣﺸﺎﻫﺪه و درك ﮐﺮده و ﺑﺎ ﺗﺮﮐﯿﺐ ﻣﺘﻨﻮع ﻋﻨﺎﺻﺮ آن،ﻣﺪلﻫﺎي ﮐﺴﺐوﮐﺎر ﭘﺎﯾﺪار ﻣﻨﺤﺼﺮﺑﻔﺮدي ﺑﺮاي ﮐﺴﺐ وﮐﺎرﺷﺎن ﻃﺮاﺣﯽ ﮐﻨﻨﺪ.

Ecolodges are fast-growing alternative establishments in tourism and hospitality industry that offer personal, authentic and local experiences to guests and tourists. One aspect of ecolodge studies that has been ignored is their business model which has a direct effect on their success. The failure to develop and implement a working business model will seal their demise. In this paper, a business model framework for these accommodations has been proposed that not only meets their business needs but also anticipates their sustainability requirements. To this end, the components of the business model framework were identified using meta-synthesis method. Then, to evaluate the components, two focus group interviews were conducted with 9 experts. 34 approved components were categorized under 9 more general themes (dimensions) including contextual factors, worldview, asset model, operations model, participation model, marketing model, financial model, impact model and value proposition. The proposed framework is holistic and flexible and has the ability to generate successful business models in different situations. The framework helps ecolodge owners and managers to grasp the different dimensions of their business at a glance, and by using different combination of its elements, design unique sustainable business models.