رهیافت برند سازی شهری در فرآیند نقش پذیریِ گردشگری (مطالعه موردی: شهرهای کوچک استان کردستان)

نوع مقاله : علمی-پژوهشی

نویسندگان

1 دانشجوی دکتری دانشگاه شهید بهشتی

2 هیات علمی دانشگاه شهید بهشتی

3 عضو هیات علمی دانشگاه شهید بهشتی، تهران، ایران

4 دانشکده علوم زمین-گروه جغرافیا انسانی و آمایش دانشگاه شهید بهشتی

10.22080/jtpd.2021.21239.3522

چکیده

پذیرش نقش گردشگری در بسیاری از شهرهای کوچک می تواند سبب ارتقاء جایگاه اقتصاد شهری و بهگشت شرایط زیست سکونتگاه شود اما لازمه اصلی آن برند سازی برای این گروه از شهرهاست که موردغفلت قرار گرفته اند. از این رو تحقیق حاضر درصدد شناسایی شاخص‌های موثر توسعه درونی و بیرونی مبتنی بر رهیافت برند سازی شهری به منظور نقش پذیری گردشگری در شهرهای کوچک استان کردستان است. روش تحقیق توصیفی و تحلیلی و جامعه آماری شامل 60 نفر از صاحب نظرات شهرداری ها و نهادی های عمومی، دولتی و بخش خصوصی استان کردستان است. نتایج حاصل از روش تحلیل عاملی در این تحقیق نشان می‌دهد که از میان شاخص های 20 گانه تحقیق، "فعالیت ها "، "امکانات و خدمات عمومی "و "شعارها" مهمترین معیارهای درونی و از سوی دیگر "تبلیغات"، "لوگوها" و "حمایت های نهادی-زیربنائی" مهمترین عوامل بیرونی تاثیرگذار بر پذیرش یا عدم پذیرش نقش های جدید در راستای برند سازی پذیرش نقش گردشگری در شهرهای کوچک استان کردستان هستند.

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