طراحي راهبردهاي توسعه گردشگري با استفاده از تكنيك SWOT- ANP (مطالعه موردي: بافت تاريخي كلانشهر تهران)

Designing Strategies of Tourism Development Using SWOT-ANP Technique (Case Study: Historical Context of Tehran Metropolis)

زﻣﯿﻨﻪ و ﻫﺪف: رﻫﯿﺎﻓﺖ ﮔﺮدﺷﮕﺮي ﺑﺮاي ﺑﻪ روزﻧﻤﻮدن ﺑﺎﻓﺖﻫﺎي ﺗﺎرﯾﺨﯽ ﻋﻼوه ﺑﺮ ﭘﺎﺳﺦﮔﻮﯾﯽ ﺑﻪ ﻧﯿﺎزﻫﺎي ﻣﺮدم و زﻧﺪﮔﯽ روزﻣﺮه، رﺟﻮع ﻣﻌﻨﺎداري ﺑﻪ ﻫﻮﯾﺖ ﺑﺎﻓﺖﺗﺎرﯾﺨﯽ دارد. ﺑﺪﯾﻦﻃﺮﯾﻖ ﮐﻪ ﺑﺎ ﺑﻬﺒﻮد و ﺗﻮﺳﻌﻪ ﺧﺼﻮﺻﯿﺎت وﯾﮋه ﺗﺎرﯾﺨﯽ و ﺟﺎذﺑﻪﻫﺎي ﻓﺮﻫﻨﮕﯽ ﻣﮑﺎن و ارﺗﻘﺎي ﮔﺮدﺷﮕﺮيﺷﻬﺮي ﻣﯽﺗﻮان ﺑﻪ ﻧﻮﺳﺎزي اﺟﺘﻤﺎﻋﯽ و ﮐﺎﻟﺒﺪي ﺑﺎﻓﺖﻫﺎي ﺗﺎرﯾﺨﯽ ﮐﻤﮏ ﻧﻤﻮد و در ﻧﻬﺎﯾﺖ ﭘﻮﯾﺎﯾﯽ و ﺣﯿﺎت ﻣﺪﻧﯽ را ﺑﻪ اﯾﻦ ﺑﺎﻓﺖﻫﺎ ﺑﺮﮔﺮداﻧﺪ و ﻣﻨﻈﺮي از ﺷﻬﺮ را ﮐﻪ ﻧﺘﯿﺠﻪ ﺗﻌﺎﻣﻞ ﺑﯿﻦ زﻣﺎن، ﻓﺮﻫﻨﮓ، اﺟﺘﻤﺎع و ﮐﺎﻟﺒﺪ ﻣﯽﺑﺎﺷﺪ، ﺑﻪ وﺟﻮد آورد. ﺗﻨﻬﺎ در اﯾﻦ ﺻﻮرت اﺳﺖ ﮐﻪ ﺣﻔﺎﻇﺖ و ﺗﻮﺳﻌﻪ ﻫﻤﺰﻣﺎن از ﺑﺎﻓﺖ ﻓﺮاﻫﻢ ﺧﻮاﻫﺪ آﻣﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻦ ﻣﻬﻢ، ﭘﮋوﻫﺶ ﺣﺎﺿﺮ در ﭘﯽ ﺷﻨﺎﺳﺎﯾﯽ ﺗﻮان ﻣﻨﻄﻘﻪ و ﺗﺪوﯾﻦ ﺑﺮﻧﺎﻣﻪ ﺗﻮﺳﻌﻪ راﻫﺒﺮدي ﺑﺎ اﺳﺘﻔﺎده از ﻣﺠﻤﻮﻋﻪ ﻋﻮاﻣﻞ دورﻧﯽ و ﻣﺠﻤﻮﻋﻪ ﻋﻮاﻣﻞ ﺑﯿﺮوﻧﯽ ﻣﻨﻄﻘﻪ ﻣﯽﺑﺎﺷﺪ. روش ﺑﺮرﺳﯽ: روش ﺗﺤﻘﯿﻖ در ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻈﺮ ﻣﺎﻫﯿﺖ، ﮐﺎرﺑﺮدي و از ﻧﻈﺮ روش ﻣﻄﺎﻟﻌﻪ، ﺗﻮﺻﯿﻔﯽ و ﺗﺤﻠﯿﻠﯽ اﺳﺖ. روش ﮔﺮدآوري اﻃﻼﻋﺎت از ﻃﺮﯾﻖ ﻃﺮاﺣﯽ و ﺗﮑﻤﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﻣﯽﺑﺎﺷﺪ. ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت از ﻃﺮﯾﻖ ﻣﺪل ﺗﺮﮐﯿﺒﯽ SWOTو ANP در ﻧﺮم اﻓﺰار Super Decision اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. ﯾﺎﻓﺘﻪ ﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﺗﺤﻘﯿﻖ ﻧﺸﺎن داد ﮐﻪ از ﺑﯿﻦ راﻫﺒﺮدﻫﺎي ﻣﻮردﺑﺮرﺳﯽ، ﺳﻪ راﻫﺒﺮد ﺑﻪ ﺷﺮح زﯾﺮ داراي اوﻟﻮﯾﺖ ﺑﻮدهاﻧﺪ: راﻫﺒﺮد ﯾﮑﭙﺎرﭼﻪ و ﻫﻤﺎﻫﻨﮓﻧﻤﻮدن ﺗﺼﻤﯿﻤﺎت ﻣﺪﯾﺮﯾﺘﯽ ﻣﺮﺑﻮط ﺑﻪ ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي ﻣﻨﻄﻘﻪ از اﺳﺘﺮاﺗﮋيﻫﺎي رﻗﺎﺑﺘﯽ ﻣﻨﻄﻘﻪ و راﻫﺒﺮد اﻓﺰاﯾﺶ آﮔﺎﻫﯽ و آﻣﻮزش ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﻣﺘﺨﺼﺺ و ﮐﺎرﺷﻨﺎس ﻣﺮﺗﺒﻂ ﺑﺎ اﻣﺮ ﮔﺮدﺷﮕﺮي از ﺑﯿﻦ راﻫﺒﺮدﻫﺎي اﺳﺘﺮاﺗﮋي ﺗﺪاﻓﻌﯽ و در ﻧﻬﺎﯾﺖ راﻫﺒﺮد در اوﻟﻮﯾﺖ ﻗﺮاردادن ﻣﻨﻄﻘﻪ در ﺑﺮﻧﺎﻣﻪﻫﺎي ﺷﻮراي ﺑﺮﻧﺎﻣﻪرﯾﺰي ﺷﻬﺮداري از ﺟﻤﻠﻪ راﻫﺒﺮدﻫﺎي ﻣﻮﺛﺮ در اﺳﺘﺮاﺗﮋي رﻗﺎﺑﺘﯽ اﻧﺘﺨﺎب ﺷﺪهاﻧﺪ. ﺑﺤﺚ و ﻧﺘﯿﺠﻪ ﮔﯿﺮي: ﻧﺘﺎﯾﺞ ﺑﻪدﺳﺖ آﻣﺪه، ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﺑﺎ ﻫﻤﺎﻫﻨﮓ ﻧﻤﻮدن ﺗﺼﻤﯿﻤﺎت ﻣﺪﯾﺮﯾﺘﯽ، اﺧﺘﺼﺎص ﺑﻮدﺟﻪ، آﻣﻮزش و آﮔﺎﻫﯽ ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﻣﺘﺨﺼﺺ در اﻣﺮ ﮔﺮدﺷﮕﺮي ﻫﻤﺮاه ﺑﺎ اوﻟﻮﯾﺖ ﻗﺮاردادن ﻣﻨﻄﻘﻪ در ﺑﺮﻧﺎﻣﻪﻫﺎي ﺷﻮراي ﺑﺮﻧﺎﻣﻪرﯾﺰي ﺷﻬﺮداري در ﻃﺮاﺣﯽ ﺑﺮﻧﺎﻣﻪ-ﻫﺎي ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮي ﺗﻮﺳﻂ ﻣﺴﺌﻮﻻن ﺑﻪ ﺗﻮﺳﻌﻪ اﺳﺘﺮاﺗﮋﯾﮏ ﻣﻨﻄﻘﻪ دﺳﺖ ﯾﺎﻓﺖ.

Background and Objective: The tourism approach for presenting historical texts, in addition to responding to the needs of the people and everyday life, has a significant bearing on the identity of the historical context. By improving and developing the special historical features and cultural attractions of the place and promoting urban tourism, can help to the social and physical reconstruction of historical texts and finally, it can return the dynamics and civic life to these textures and create a perspective of the city that is results the interaction between time, culture, society and the physical, in order to provide simultaneous protection and development of the tissue. With regarding this, the present study seeks to identify the power of the region and formulate a Strategic Plan of Development with using a set of internal factors and a set of external factors. Method: The research method is descriptive and analytical. The method of data collection is through the design and completion of questionnaires. Analysis does with SWOT and ANP hybrid model in Super Decision software. Findings: The result of the research showed that from among the strategies reviewed, the following three strategies were prioritized: Integrated strategy and coordination of management decisions related to the development of regional tourism from the competitive strategies of the region and the strategy of raising awareness and training of human resource specialist and tourism related expert from strategies for defensive strategy and finally, the strategy to prioritize the area in the plans of the Municipality Planning Council as effective strategy in the competitive strategy are selected. Discussion and Conclusions: The result of this study show that with coordinating management decisions, budget allocations, education and Knowledge of expert human resources in tourism along with prioritizing the area in the plans of the municipal council planning in designing tourism development programs by authorities create strategic development in the region.