تحقیقات کاربردی علوم جغرافیایی

تحقیقات کاربردی علوم جغرافیایی

بررسی تاثیر برندسازی مقاصد بر توسعه گردشگری شهری(مورد مطالعه کلانشهر تبریز)

نویسندگان
1 دانشجو دکتری جغرافیا و برنامه ریزی شهری دانشگاه تبریز دانشگاه تبریز
2 عضو هیات علمی گروه جغرافیا و برنامه ریزی شهری دانشگاه تبریز دانشگاه تبریز
3 عضو هیات علمی گروه جغرافیا و برنامه ریزی شهری دانشگاه تبریز
چکیده
گردشگری راهبردی جهت افزایش سرزندگی از طریق تشویق احیای اجتماعی و بهبود شرایط زندگی در مناطق شهری محسوب می­شود. بر این اساس برنامه­ریزان توسعه شهری برای دست‌یابی به این مزایا بر روی ابزارهای جدیدی در استراتژی­های برنامه­ریزی تمرکز نموده­ و به سمت استفاده از مفاهیم جدیدی چون برندسازی گام برداشته‌اند. چنین رویکردی بر اهمیت برندسازی در توسعه گردشگری شهری افزوده است. در این تحقیق تلاش شده است تا تاثیر برندسازی مقاصد بر توسعه گردشگری و ابعاد آن در کلانشهر تبریز، مورد ارزیابی و تحلیل قرار گیرد. مطالعه حاضر از نظر هدف کاربردی و از نظر روش توصیفی- تحلیلی است و جامعه آماری این تحقیق گردشگران ورودی به شهر تبریز در سال ۱۳۹7 است. حجم نمونه لازم با استفاده از فرمول کوکران و ۳۸۴ نفر در نظر گرفته شد. پرسشنامه مورد استفاده در تحقیق محقق ساخته است که شاخص­های آن از مطالعات و پیشینه مرتبط اخذ و بومی‌سازی شده است. روایی و پایایی مدل تحقیق و تجزیه و تحلیل داده­ها با استفاده از روش مدل‌سازی معادلات ساختاری و تحلیل عاملی تأییدی در نرم‌افزار SMART PLS انجام شد. یافته­های تحقیق نشان داد که برندسازی مقاصد تاثیر مثبت و معنی­داری بر توسعه گردشگری شهری و ابعاد آن(ارزش و فواید ادراک شده، حمایت و مشارکت و پایداری توسعه گردشگری) در کلانشهر تبریز دارد. همچنین نتایج حاکی آن بود که برندسازی مقاصد گردشگری شهری در کلانشهرها می­تواند با افزایش ارزش و فواید ادراک شده، حمایت ذینفعان گردشگری از توسعه آن را افزایش داده و به پایداری آن کمک نماید.
کلیدواژه‌ها

عنوان مقاله English

Investigating the Impact of Destination Branding on the Development of Urban Tourism (Case Study of Tabriz Metropolis)

نویسندگان English

Salman Feizi 1
Rahim Heydari 2
Shahrivar rostaei 3
1 Ph.D. student geography and urban planning, Tabriz University, Tabriz, Iran.
2 Member of Faculty of Geography and Urban Planning, Tabriz University
3 Member of Faculty of Geography and Urban Planning, Tabriz University
چکیده English

Tourism is an strategy for increasing the community revitalization of encouraging social revival and improving living conditions in urban areas. Accordingly, urban development planners focus on new tools in their planning strategies to achieve these benefits and move towards new concepts such as branding. Such an approach has added to the importance of branding in urban tourism development. In this research, efforts have been made to evaluate the impact of branding on tourism development and its dimensions in the Tabriz metropolitan area. The present study based on the purpose is the applied research and in terms of method is descriptive-analytical research. The statistical population of this study is tourists entering the city of Tabriz in 2018. The required sample size was considered using Cochran formula and 384 people. The questionnaire used in the research has been constructed by the researcher whose indices are derived from relevant studies and literature and then localized. Validity and reliability of the research model and analysis of the data were done using structural equation modeling and confirmatory factor analysis in Smart PLS software. The research findings showed that destination branding has a positive and significant impact on the development of urban tourism and its dimensions (perceived value and benefits, support and participation and sustainability of tourism development) in Tabriz metropolitan area. The results also indicated that the branding of urban tourism destinations in metropolitan cities could increase the support of tourism through increased value and perceived benefits, thereby contributing to sustainability.

کلیدواژه‌ها English

tourism
Destinations Branding
Tourism Development
Metropolis of Tabriz
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