نقش موزه در رونق بخشي صنعت گردشگري (مطالعه موردي: شهر همدان)

The Role of Museum in the Development of Tourism Industry (Case Study: Hamedan City)

موزه‌ها امروزه به عنوان يكي از مهمترين جاذبه‌هاي گردشگري جهان شناخته مي‌شوند. جذب گردشگران از مناطق مختلف و با مقاصد گوناگون آموزش، كسب تجربه، آگاهي و گذران اوقات فراغتي لذت بخش و ماندگار از جمله كاركردهاي مهم موزه‌ها محسوب مي‌گردد. به منظور توسعه و بهبود وضعيت گردشگري در كشور به زيرساخت‌هاي متعددي نياز است، اما در اين روند شاهديم كه گاهي برخي عناصر مهم و كليدي در حوزه توريسم، كمرنگ تلقي مي گردند كه مي‌توانند در كاهش ميزان گردشگر نقش مهمي داشته باشند. اين تحقيق با هدف بررسي نقش موزه‌ها در رونق بخشي صنعت گردشگري شهر همدان و با استفاده از مدل SWOT انجام پذيرفت. نتايج نشان داد كه عوامل داخلي و خارجي براساس استراتژي رقابتي كه در آن تمركز بر نقاط قوت دروني و فرصتهاي بيروني استوار است به عنوان استراتژي اصلي محسوب مي گردند.

Today museums are one of the most important tourist attractions in the world. They play an important role in improving tourism industry in the world, Iran and particularly, in the ancient city of Hamadan. Attracting more tourists from different areas with a variety of goals such as training, experiencing, increasing public awareness and entertainment is one of the important functions of a museum; and more importantly, museums are known as non-profitable organizations at societies’ service to improve and develop them, which not only gather the materialistic documents (evidences) related to human beings and the environment, but also interpret these documents and put them on public display. We need several important elements to improve tourism industry in the country; but sometimes, some of these important elements are ignored; which could play an important role in weakening the industry. So, in this study, the researchers tried to do some research on the role of museums in promoting the tourism industry in Hamadan. The methodology is based on authentic studies and surveys; and the researchers used SWOT model to analyze the approaches. Having found out about the strong and weak points, opportunities and effectiveness of the mentioned topic, the researchers suggested useful strategies to promote the tourism industry in Hamadan. Regarding the obtained results, by analysis the internal and external factors, and based on the above model, competitive strategy which is on the basis of focusing on internal strong points and external opportunities has been proposed as the main strategy.