ارائه‌ مدلی جهت توسعه‌ی گردشگری مذهبی استان اردبیل

نوع مقاله : علمی-پژوهشی

نویسندگان

1 استاد گروه مدیریت بازرگانی دانشکده علوم اجتماعی دانشگاه محقق اردبیلی شهر اردبیل/ ایران

2 دانشجوی دکتری رشته مدیریت بازرگانی دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

زمینه و هدف: گردشگری مذهبی یکی از قدیمی‌ترین و پویاترین بخش‌های صنعت گردشگری است که در سال‌های اخیر شاهد رشد چشم­گیری بوده است. گردشگری مذهبی، پدیده‌ای پیچیده و چندوجهی است که از مجرای ترکیب سه عامل اثرگذار مذهب، زیارت و گردشگری فرصت‌های بسیاری را برای توسعۀ گردشگری فراهم می‌کند.
روش­ شناسی: روش پژوهش حاضر، استقرایی و رویکرد کیفی مبتنی بر نظریۀ داده ­بنیاد است. مشارکت‌کنندگان در فرآیند پژوهش شامل متخصصان، اساتید دانشگاه و کارمندان باتجربه در زمینۀ گردشگری هستند. همچنین از روش نمونه‌گیری هدفمند استفاده شده و برای رسیدن به حد اشباع نظری و تکامل، با 12 نفر مصاحبه شد.
یافته ­ها: با توجه به محتویات به‌دست‌آمده در بخش مصاحبه، تعداد 238 کد اولیه، تعداد 208 کد ثانویه و تعداد 14 مقوله و 31 مفهوم، یعنی مقوله‌های علّی، شرایط مداخله‌گر، یسترحاکم، پدیدۀ محوری، راهبردها و پیامدها شناسایی و به کمک نرم‌افزار MAXQDA2020 کدگذاری و دسته‌بندی شده ‌است. درنهایت، مدل عوامل فرهنگی مؤثر بر پذیرش تبلیغات توسط مخاطبان هدف در تجارت اجتماعی استخراج شد.
نتیجه ­گیری و پیشنهادات: براساس یافته‌ها، عوامل علّی جهت توسعۀ گردشگری مذهبی استان اردبیل عبارت‌اند از: جذب سرمایه­گذاران و عوامل ساختاری؛ شرایط مداخله‌گر عبارت‌اند از: فرهنگ، ویژگی‌های گردشگر مذهبی، فضاسازی و تجهیز تسهیلات رفاهی؛ بستر حاکم عبارت‌اند از: موقعیت جغرافیایی استان اردبیل، فرهنگ عاشورایی منحصربه ­فرد و سهل ­الوصول بودن عناصر تاریخی و مذهبی، راهبردهای این پژوهش عبارت‌اند از: بازاریابی گردشگری مذهبی و عوامل تکنولوژیک و درنهایت، پیامدهای حاصل از این پژوهش شامل: تقویت انسجام اجتماعی، توسعۀ گردشگری پایدار، بهبود اقتصادی و اثرات زیست­ محیطی می‌باشند.
نوآوری و اصالت: صنعت گردشگری علی‌رغم مزایا با چالش‌ها و مسائل مختلفی همچون فشار جمعیتی، مشکلات زیست‌محیطی و حفظ فرهنگ و تاریخ مواجه است که در پژوهش حاضر در استان اردبیل به تصویر کشیده شده و پیشنهادهایی نیز جهت توسعۀ این صنعت پربازده در استان  اردبیل که دارای ظرفیت‌های بالای گردشگری می‌باشد، مطرح شده است.

کلیدواژه‌ها

موضوعات

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برنامه ریزی و توسعه گردشگری
دوره 14، شماره 53
تیر 1404
صفحه 53-82

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