طراحی الگوی توسعه گردشگری خوراک در ایران با رویکرد داده‌بنیاد

نوع مقاله : علمی-پژوهشی

نویسندگان

1 دانشیار، بخش مدیریت گردشگری و هتلداری، دانشگاه شیراز، شیراز، ایران

2 دانشجوی دکتری رفتار سازمانی و مدیریت منابع انسانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

3 استادیار، بخش مدیریت گردشگری و هتلداری، دانشگاه شیراز، شیراز، ایران

4 استادیار، بخش مدیریت گردشگری و هتلداری، دانشگاه شیراز، شیراز، ایران.

چکیده

زمینه و هدف: با توجه به تغییر نگرش و علاقه گردشگران به سمت کسب تجربه­ های اصیل فرهنگی و در نتیجه اهمیت یافتن گونه ‏های گردشگری نوظهور مانند گردشگری خوراک، مطالعه حاضر با هداف طراحی الگوی توسعه گردشگری خوراک در ایران انجام شده است.
روش ­شناسی: پژوهش حاضر به لحاظ هدف توسعه‌ای، به لحاظ ماهیت اکتشافی و با توجه به ماهیت داده­ها و به لحاظ روش، کیفی است و با استفاده از روش داده‌بنیاد انجام شده است. جامعه آماری پژوهش متشکل از کارشناسان و خبرگان فعال در بخش دولتی و خصوصی گردشگری کشور است که 19 نفر به روش نمونه­گیری هدفمند و روش گلوله ­برفی و با توجه به قاعده اشباع نظری انتخاب شده­ اند. جهت گردآوری داده ­ها نیز مصاحبه­ های فردی نیمه ­ساختاریافته مورد استفاده قرار گرفته است.
یافته ­ها: پس از تحلیل مصاحبه ­ها، 94 مفهوم (کد نهایی) شناسایی شد که در قالب 6 مقوله عوامل علی (عوامل اقتصادی، عوامل رقابتی و عوامل مربوط به تقاضا)، پدیده محوری (مصادیق ملموس و مصادیق ناملموس)، عوامل زمینه­ ای (عوامل زیرساختی و عوامل فرهنگی)، عوامل مداخله ­گر (عوامل درونی و عوامل بیرونی)، راهبردها (مرتبط با محصولات و خدمات، مرتبط با بازاریابی و تبلیغات، مرتبط با توسعه زیرساخت­ها و مرتبط با منابع انسانی) و پیامدها (اقتصادی، اجتماعی- فرهنگی و رقابتی) دسته ­بندی شده است.
نتیجه ­گیری و پیشنهادات: نتایج بیانگر این است که توسعه گردشگری خوراک در ایران موضوعی است که می ­بایست از ابعاد و جنبه ­های مختلف مورد توجه قرار گیرد و لازم است تمامی مکانیزم­ های تاثیرگذار در این فرایند در برنامه ­ریزی و سیاست­گذاری لحاظ شود.
نوآوری و اصالت: پژوهش حاضر رویکردی کل ­نگر به توسعه گردشگری خوراک دارد و مکانیزم ­های اثرگذار در توسعه این گونه گردشگری را از جنبه ­های مختلف مورد بررسی قرار داده است.

کلیدواژه‌ها

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