تحقیقات کاربردی علوم جغرافیایی

تحقیقات کاربردی علوم جغرافیایی

بخش بندی گردشگری در نواحی روستایی با تاکید بر عوامل انگیزشی: مورد مطالعه حوضه آبریز رودخانه کُلان ملایر

نویسندگان
ناصر بیات 1
سیدعلی بدری 2
1 دانشگاه علوم انتظامی
2 دانشگاه تهران
10.29252/jgs.18.49.167
چکیده
این پژوهش به بخش‌بندی بازار در منطقه نمونه گردشگری حوضه آبریز رودخانه کُلان شهرستان ملایر می‌پردازد. جامعه آماری گردشگرانی است که به قصد تفریح و گردش و گذران اوقات فراغت به محدوده مورد مطالعه سفر می‌کنند. ابزار پژوهش پرسشنامه‌ی محقق ساخته شامل 32 گویه است و به روش نمونه‌گیری تصادفی ساده تعداد 200 مورد پرسشنامه از گردشگران بدست آمد. آمار توصیفی، و روش‌های تحلیل عاملی اکتشافی و تحلیل خوشه‌ای برای تجزیه و تحلیل داده‌ها به کار رفت. بر مبنای نتایج تحلیل عاملی 7 عامل اصلی انگیزشی گردشگری در سطح منطقه شناسایی شد، شامل: روستاگرایی، وابستگی و تعلق‌مکانی، آسایش و استراحت، طبیعت‌گردی و ورزش، تفریحات گروهی، خرید تولیدات‌روستایی، هیجان و تازگی، معنویت و خلوت؛ بر اساس این عوامل انگیزشی نتیجه نهایی بخش‌بندی گردشگران نشان می‌دهد که بازار تقاضای گردشگری در منطقه قابل تقسیم به 7 بخش است. گروه یک با انگیزه متنوع 12 درصد، گروه دوم با انگیزه تفریحات گروهی 17 درصد، گروه سوم با ترکیب سنی جوان تر و انگیزه‌ ماجراجویانه 18/5 درصد، گروه چهارم با انگیزه روستاگرایانه 15 درصد، گروه پنجم با انگیزه خرید 10/5 درصد، گروه ششم با انگیزه تعلق مکانی در کنار میل به آسایش و استراحت 19/5 درصد، و گروه هفتم با گرایش خاص به تعلق مکانی 7/5 درصد از کل جامعه نمونه را در برمی‌گیرند. این نتایج می‌تواند در راستای بهره‌گیری بهینه از انواع منابع موجود در منطقه، توسط مدیران و مسئولان محلی، و همچنین صاحبان کسب و کارهای گردشگری، متناسب با نیازهای واقعی بخش‌‌های متنوع بازار گردشگر روستایی به کار گرفته شود.
کلیدواژه‌ها
واژگان کلیدی: گردشگری روستایی
بخش‌بندی گردشگری
عوامل انگیزشی گردشگر
حوضه آبریز رودخانه کُلان
شهرستان ملایر

عنوان مقاله English

Segmenting tourism in rural area by emphasizing on motivational factors: Case study of Kolan river catchment area

نویسندگان English

Nasser Bayat 1
Seyed Ali Badri 2
1 Assistant Professor of Geography Department at Amin University of Police Sciences, Faculty of Command and Staff, Tehran, Iran
2 Associate Professor of Department of Geography and Rural Planning, Tehran University, Tehran, Iran.
چکیده English

This research is conducted on tourist segmentation in the touristy catchment area of Kolan river in Malayer Township. The statistical population is tourists who travel to the area for recreation, tourism and leisure. The research tool is a self-administrated questionnaire. By the method of Simple random sampling we collected a total of 200 questionnaires of tourists in the study area. Descriptive statistics and exploratory factor analysis and cluster analysis was used to analyze the research data. Based on the results of factor analysis were identified even major factor in tourists' motivations at the regional level, including: Rurality, sense of place and place belonging, rest and relaxation, nature-based tourist activities, group outdoor recreational activities, purchase the rural production, excitement and novelty, spirituality and solitude. According to this motivational factors final result of tourism segmentation shows that tourism demand in the market consisted 7 difference segments. cluster 1 with a diverse motivation of 12%, cluster 2 with togetherness motivation 17%, third cluster as a younger age group with adventure motivation 18.5%, cluster 4 with rurality motivation 15%, fifth cluster whit shopping motivation 10%, sixth cluster with sense of place and desire for comfort and rest 19.5%, and seventh cluster with a particular tendency to sense of place 7.5% of the sample population as a whole. The results could be utilize in order to optimize the use of available resources in the area by managers and local authorities, as well as owners of tourism businesses, compatible with the actual needs of various sectors in rural tourism market.

کلیدواژه‌ها English

Keywords: rural tourism
tourism segmentation
tourist motivational factors
Kolan river catchment area
Malayer Township
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