شناسائي و رتبه بندي عوامل رفاهي موثر در گردشگري مذهبي شهر مشهد با استفاده از تكنيك هاي تصميم گيري چند معياره (AHP)

Identify and Rank the Factors Influencing the Welfare of Religious Tourism in Mashhad Using Multi-Criteria Decision-Making Techniques (AHP)

ﮔﺮدﺷﮕﺮى ﻣﺬﻫﺒﻰ، ﯾﮑﻰ از ﻗﺪﯾﻤﯽ ﺗﺮﯾﻦ و ﭘﺮ روﻧﻖ ﺗﺮﯾﻦ ﮔﺮدﺷﮕﺮي ﻫﺎى ﮔﺬﺷﺘﻪ و ﺣﺎل، در ﺳﺮاﺳﺮ ﺟﻬﺎن اﺳﺖ ﮐﻪ ﻗﺪﻣﺖ آن ﺑﻪ ﺗﺎرﯾﺦ ﻓﺮﻫﻨﮓ دﯾﻨﻰ ﻣﯽ رﺳﺪ. ﺷﻨﺎﺧﺖ ﻋﻮاﻣﻞ رﻓﺎﻫﯽ ﻣﻮﺛﺮ در ﮔﺮدﺷﮕﺮي ﻣﺬﻫﺒﯽ در ﺷﻬﺮ ﻣﺸﻬﺪ ﺑﻪ ﻣﺪﯾﺮان در ﺟﻬﺖ ﺳﯿﺎﺳﺖ ﮔﺬاري و ﺑﺮﻧﺎﻣﻪ رﯾﺰي در ﺟﻬﺖ ارﺗﻘﺎء اﯾﻦ ﻋﻮاﻣﻞ ﯾﺎري ﻣﯽ رﺳﺎﻧﺪ. ﻟﺬا ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﺋﯽ و رﺗﺒﻪ ﺑﻨﺪي ﻋﻮاﻣﻞ رﻓﺎﻫﯽ ﻣﻮﺛﺮ در ﮔﺮدﺷﮕﺮي ﻣﺬﻫﺒﯽ ﺑﺎ اﺳﺘﻔﺎده از ﺗﮑﻨﯿﮏ ﻫﺎي ﺗﺼﻤﯿﻢ ﮔﯿﺮي ﭼﻨﺪ ﻣﻌﯿﺎره (AHP) در ﻣﺸﻬﺪ ﻣﻘﺪس اﺳﺖ، ﮐﻪ از ﺣﯿﺚ ﻫﺪف ﮐﺎرﺑﺮدي و ﺣﯿﺚ ﻣﺎﻫﯿﺖ در ﺣﻮزه ﺗﺤﻘﯿﻘﺎت ﺗﻮﺻﯿﻔﯽ ﻣﯽ ﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ ﺧﺒﺮﮔﺎن و ﮐﺎرﺷﻨﺎﺳﺎن ﺣﻮزه ﮔﺮدﺷﮕﺮي ﻣﺬﻫﺒﯽ ﺑﻮده ﮐﻪ ﺗﻌﺪاد آن ﻫﺎ 9 ﻧﻔﺮ اﺳﺖ. ﻧﻤﻮﻧﻪ آﻣﺎري ﺑﻪ ﺻﻮرت ﻫﺪﻓﻤﻨﺪ اﻧﺘﺨﺎب ﺷﺪه و اﺑﺰار ﮔﺮدآوري داده ﻫﺎ ﻣﺼﺎﺣﺒﻪ از ﻧﻮع ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﻮده اﺳﺖ. ﺟﻬﺖ ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ در ﺑﺨﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ از ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮاي ﻣﺼﺎﺣﺒﻪ ﻫﺎ و ﺟﻬﺖ رﺗﺒﻪ ﺑﻨﺪي ﻋﻮاﻣﻞ از روش ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ AHP اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻋﻮاﻣﻞ ﻣﺤﯿﻄﯽ (اﺳﮑﺎن، ﺣﻤﻞ و ﻧﻘﻞ و ﺗﻐﺬﯾﻪ)، ﻋﻮاﻣﻞ ﻓﺮﻫﻨﮕﯽ (اﻃﻠﺎع رﺳﺎﻧﯽ و ﺗﺒﻠﯿﻐﺎت، آﻣﻮزش، اوﻗﺎت ﻓﺮاﻏﺖ و ﺑﺮﮔﺰاري ﺗﻮرﻫﺎي ارزان ﻗﯿﻤﺖ) و ﻋﻮاﻣﻞ اﺟﺘﻤﺎﻋﯽ (ﺑﯿﻤﻪ ﺣﻮادث و درﻣﺎن، اﻣﻨﯿﺖ، راﻫﻨﻤﺎي زاﺋﺮ و ﻣﺸﺎرﮐﺖ ﺑﺨﺶ ﺧﺼﻮﺻﯽ) از ﺟﻤﻠﻪ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪه در ﮔﺮدﺷﮕﺮي ﻣﺬﻫﺒﯽ ﻣﯽ ﺑﺎﺷﺪ. در ﺑﺨﺶ اوﻟﻮﯾﺖ ﺑﻨﺪي ﻋﻮاﻣﻞ ﻣﻮﺛﺮﺗﺮﯾﻦ ﻋﺎﻣﻞ رﻓﺎﻫﯽ ﻣﻮﺛﺮ ﺑﺮ ﮔﺮدﺷﮕﺮي ﻣﺬﻫﺒﯽ ﺑﻪ ﺗﺮﺗﯿﺐ ﻋﺎﻣﻞ ﻣﺤﯿﻄﯽ، ﻓﺮﻫﻨﮕﯽ و اﺟﺘﻤﺎﻋﯽ اﺳﺖ.

Religious tourism, one of the oldest and most lucrative tourism past and present, around the world, dating back to the history of religious culture is. Understanding the factors influencing the welfare of religious tourism in the city of Mashhad to managers for planning helps to improve these factors. The aim of this study is to identify and rank the factors affecting welfare tourism, using multiple criteria decision making techniques (AHP) is in the holy city of Mashhad. Study in terms of purpose and terms are descriptive in nature. The population of this research are experts and experts in tourism, the number of which 9 people. The sample was purposefully selected and semi-structured interview was used for collecting data. To analyze the data to identify the content analysis of the interviews and to rank the factors using AHP is hierarchical analysis. The results have shown that environmental factors (accommodation, transport and food), cultural issues (information and advertising, education, leisure and touring cheap) and social factors (insurance and medical care, security, guide Pilgrim and participation of the private sector), including the risk factors identified in religious tourism. Prioritize the welfare of the most effective factors affecting tourism, to the environmental factors, cultural and social.