ارزیابی توسعه بازاریابی گردشگری شهری (مطالعه موردی: شهر سنندج)

فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهری

مقاله 10، دوره 12، شماره 47، اسفند 1400، صفحه 167-186   

نوع مقاله: مقاله برگرفته از پایان نامه

شناسه دیجیتال (DOI): 10.30495/jupm.2022.4027

نویسندگان

حمید اسکندری¹؛ بختیار عزت پناه^{* 2}؛ کریم حسین زاده دلیر³

¹دانشجوی دکتری تخصصی جغرافیا و برنامه ریزی شهری، واحد مرند، دانشگاه آزاد اسلامی، مرند، ایران

²استادیار گروه جغرافیا و برنامه ریزی شهری، واحد مرند، دانشگاه آزاد اسلامی، مرند، ایران

³استاد گروه جغرافیا و برنامه ریزی شهری، واحد مرند، دانشگاه آزاد اسلامی، مرند، ایران

تاریخ دریافت: 20 شهریور 1398،  تاریخ بازنگری: 22 فروردین 1399،  تاریخ پذیرش: 22 فروردین 1399 

چکیده

چکیده
مقدمه: شهر به عنوان عالی­ترین زیستگاه انسان دارای پتانسیل­ها و امکانات زیادی است که قادر به پاسخ‌گویی به نیازها و خواسته­های شهروندان و بازدیدکنندگانش است، از این رو، همواره شهر به عنوان مبدا و هم مقصد توسعه بازاریابی گردشگری مطرح بوده است.شهر تاریخی سنندج با دارا بودن میراث فرهنگی و هنری و تاریخی، فرصت‌های بسیار مناسب برای جذب گردشگران از تمام نقاط دنیا و ایران داراست، اما با وجود جاذبه‌های گردشگری فراوان وموقعیت مناسب و مساعد جغرافیایی و وجود بسیاری از مواهب طبیعی و فرهنگی و انواع جاذبه‌های قابل عرضه به بازارهای جهانگردی بین‌المللی، مسأله توریسم در شهر سنندج و تاثیر آن بر بازاریابی شهر تا کنون جایگاه واقعی خود را نیافته است  که این به دلیل شناسایی نکردن مکان­های مناسب برند گذاری و بازاریابی گردشگری است.هدف کلی این پژوهش، ارزیابی بازاریابی گردشگری شهری است که در دو مقوله، ارزیابی انواع رسانه‌های تبلیغاتی کارامد و ارائه راهکارهایی برای توسعه گردشگری در شهر سنندج را مورد ارزیابی قرار داده است.روش پژوهش در این پژوهش، ترکیبی از روش­های توصیفی- تحلیلی و ژرفانگر است.
روش: شیوه گردآوری داده‌های پیمایشی- کتابخانه ای می‌باشد. جامعه آماری مورد استفاده شده در این پژوهش گردشگران ورودی از هفت منطقه گردشگری به شهر سنندج و کارشناسان بخش‌های گوناگون گردشگری تشکیل می‌دهند. حجم نمونـه با استفاده از فرمول کوکران، از بین کل جاذبه­های گردشگری چند منطقه به عنوان نمونه پژوهش انتخاب شـد و پرسش‌نامه‌هـا به صورت تصادفـی بین آن‌ها توزیـع و جمع‌آوری گردیــد. برای بدست آوردن اعتبار و روایی داده­ها از روش بازبینی و بررسی نظر مشارکت کنندگان استفاده شد و برای تجزیه و تحلیل داده‌ها از نرم افزارspss  و excel استفاده شده است.
یافته‌ها: نتایج بدست آمده از فرضیه فریدمن و مدل شباهت به گزینه ایده آل فازی نشان می‌دهد که تمامی شاخص‌های مربوط به ترغیب گردشگران برای سفر، معنی‌دار بوده است؛ تهیه فیلم و برنامه تلویزیونی (با میانگین 3.95)، تهیه لوح فشرده بروشور و عکس (با میانگین 2)، اطلاع­رسانی اینترنتی (با میانگین 2.95)، انتشار روزنامه و مجلات (با میانگین 2.93)، کتاب راهنما (با میانگین 1.5)، برپایی سمینار‌های و کنفرانس­ها (با میانگین 1)، بر ترغیب پاسخگویان به سفر به شهر سنندج تأثیـر گذار بوده است.

کلیدواژه‌ها

بازاریابی؛ رسانه؛ تبلیغات؛ گردشگری شهری؛ شهر سنندج

عنوان مقاله [English]

Evaluation of Urban Tourism Marketing Development (Case Study: Sanandaj City)

نویسندگان [English]

Hamid Eskandari¹؛ Bakhtyar ezatpanah²؛ Karim Hosainzadeh Dalir³

¹Department of Geography and urban planning, Marand Branch, Islamic azad university, Islamic Azad university, Marand, Iran

²Assistant Professor of Department of Geography and urban planning, Marand branch, Islamic azad university, Marand,Iran

³Professor of Department of Geography and urban planning, Marand branch, Islamic azad university, Marand, Iran

چکیده [English]

The overall purpose of this study is to evaluate urban tourism marketing, which in two categories, evaluates the types of efficient advertising media and provides solutions for the development of tourism in Sanandaj. The research method in this research is a combination of descriptive methods. - It is analytical and profound. The method of data collection is survey-library. The statistical population used in this study consists of incoming tourists from seven tourist areas to Sanandaj and experts from different tourism sectors. Using the Cochran's formula, the sample size was selected from the total tourist attractions of several regions as a research sample and their questionnaires were randomly distributed and collected among them. In order to obtain the validity and validity of the data, the method of reviewing and reviewing the participants' opinions was used and to analyze the data, spss and excel software was used. The results obtained from Friedman's hypothesis and the similarity model show the ideal fuzzy option. All of the indicators related to encouraging tourists to travel have been significant: film and television programming (average 3.95), CD, brochure and photo (average 2), Internet information (average 2.95), newspaper publishing And promotions of journals (averaged 2.93), textbooks (averaged 1.5), seminars and conferences (averaged 1) B. Respondents to travel to Sanandaj have been influential.
Keyu Words: : Marketing, Media, Advertising, Urban Tourism, Sanandaj.
Extend­ Abstract:

Introduction:
   Cities have always been the center of power and decision-making for centuries and centuries, so there are many historical and cultural events and attractions that are in the focus of tourists today.
Urban tourism is a complex combination of different activities that combine environmental characteristics and the city's ability to attract visitors and provide services. Tourism is the third cleanest industry in the world in the third millennium. In Iran, the development of the tourism sector can be achieved by relying on many natural and human potentials. Because Iran, while having historical, cultural and natural attractions, can become one of the most important tourism hubs in the world by providing suitable economic and managerial bases. Therefore, this study studies the effective advertising tools in attracting tourists in Sanandaj. Tools that can be effective in attracting tourists (marketing). By recognizing these tools and providing the most effective ones, you can achieve great success in development.
 
Methodology:
   The main purpose of this study is to measure the effective and influential factors on tourism marketing in Sanandaj. The present research is descriptive-analytical in terms of method and is practical in terms of purpose. Data collection method and information of case-by-field method of survey and library methods have been used. The method of data collection in this research is a survey that collects the opinions of tourists and experts, which is directly and through presentation. The questionnaire summarizes the information. To formulate the theoretical framework of the research, a review of previous research and an overview of the field of research using the library (documentary) method, which includes collecting descriptive and statistical information from books, articles, reports, dissertations, and statistical yearbooks, has been used. . The statistical population of this study consists of Nowruz tourists from 1396 from seven major tourist areas (Alborz, Sabalan, Ziarati, Zagros, heart of Iran, South, ancient) to Sanandaj city. According to the statistics of the Cultural Heritage Organization and Tourism that reaches 1 million passengers. In this research, multi-stage cluster sampling method has been used. To determine the reliability of the questionnaire and using SPSS software, Cronbach's alpha test was performed. According to the experimental rule, alpha should be at least 0.7 so that the scale can be considered as reliable. The amount of Cronbach's alpha with the obtained test (0.7211) is too high as the installer (0.7), which indicates the acceptable reliability of the questionnaire.
 
Results and discussion:
   Since the purpose of this study is to develop urban tourism marketing and considering that tourism marketing occurs in urban environment, so the potential marketing capabilities in tourism development of Sanandaj city should be considered and evaluated. In this sense, travelers who have traveled to Sanandaj from different provinces or tourist areas, recognize the strengths of attracting tourists to this region and take steps to strengthen these points. On the other hand, for the provinces and regions that have the lowest number of passengers and the least satisfaction and knowledge about the tourist attractions of Sanandaj, try to overcome the weaknesses and it is suggested to increase the amount and variety of advertising. In addition to strengthening and using more of the areas that have the most capacity to attract tourists, this can be used to potentially use the potential of other areas to attract tourists and ultimately develop tourism in the province. The present study in the components of this study shows that finally, by observing the components, it is possible to cause efficient advertising management of Sanandaj city compared to other competitors and with advertising tools, a better picture of tourism marketing of Sanandaj city and Sanandaj city can be presented. Direct development and progress. If we believe in the important principle that advertising to attract tourists to the city is a kind of investment in the development of urban tourism, tourism management has a very sensitive role, which is a function of different advertising mechanisms.

کلیدواژه‌ها [English]

Marketing, Media, Advertising, Tourism, Sanandaj City

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