تحليل عامل‌هاي تاثيرگذار بر شكل‌گيري برند گردشگري روستايي شهرستان كرمان

An Analysis of Effective Factors in the Formation of Rural Tourism Brand in Kerman

اﺻﻠﯽﺗﺮﯾﻦ ﻋﺎﻣﻠﯽ ﮐﻪ ﮔﺮدﺷﮕﺮان ﺑﺮ اﺳﺎس آن اﻗﺪام ﺑﻪ ﺗﻌﯿﯿﻦ ﻣﻘﺼﺪ ﮔﺮدﺷﮕﺮي ﻣﯽﮐﻨﻨﺪ، ﺗﺼﻮﯾﺮ ذﻫﻨﯽ آﻧﺎن از ﻣﮑﺎن ﻫﺎي ﻣﻮردﻧﻈﺮ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ، ﻣﺸﮑﻞ اﺳﺎﺳﯽ ﻧﺒﻮد ﺗﺼﻮﯾﺮ ﻣﻨﺎﺳﺐ از اﯾﻦ ﻣﺴﺄﻟﻪ ﻣﯽﺑﺎﺷﺪ. ﺑﻪﻃﻮري ﮐﻪ ﺗﺼﻮﯾﺮ ﻧﺎﻣﻨﺎﺳﺐ ﻣﻨﺠﺮ ﺑﻪ ﻣﺤﺪود ﺷﺪن ﺳﻔﺮ ﺑﻪ اﯾﻦ ﻣﻨﺎﻃﻖ ﺷﺪه اﺳﺖ. از اﯾﻦ رو ﻟﺰوم ﺗﻮﺟﻪ ﺑﻪ ﺷﮑﻞﮔﯿﺮي ﺑﺮﻧﺪ ﮔﺮدﺷﮕﺮي اﻫﻤﯿﺖ ﭼﺸﻢﮔﯿﺮي دارد. ﺷﻬﺮﺳﺘﺎن ﮐﺮﻣﺎن در ﺑﯿﻦ دﯾﮕﺮ ﺷﻬﺮﺳﺘﺎن ﻫﺎي اﺳﺘﺎن ﮐﺮﻣﺎن از ﻟﺤﺎظ زﯾﺮﺳﺎﺧﺖﻫﺎ، اﻣﮑﺎﻧﺎت و ﺧﺪﻣﺎت ﮔﺮدﺷﮕﺮي در ﺳﻄﺢ ﭘﺎﺋﯿﻨﯽ ﻗﺮار دارد. ﺑﺮ اﯾﻦ اﺳﺎس، ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮرﺳﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ)ﻣﺤﯿﻄﯽ، اﺟﺘﻤﺎﻋﯽ و اﻗﺘﺼﺎدي( ﺑﺮ ﺷﮑﻞ ﮔﯿﺮي ﺑﺮﻧﺪ ﮔﺮدﺷﮕﺮي در ﻣﻨﺎﻃﻖ روﺳﺘﺎﯾﯽ ﺷﻬﺮﺳﺘﺎن ﮐﺮﻣﺎن اﺳﺖ. ﺑﺮاي ﺟﻤﻊ آوري اﻃﻼﻋﺎت از ﻣﻄﺎﻟﻌﺎت اﺳﻨﺎدي و در ﺗﺤﻠﯿﻞ ﺗﺠﺮﺑﯽ از اﺑﺰار ﻣﯿﺪاﻧﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﺑﺪﯾﻦ ﻣﻨﻈﻮر ﻋﺎﻣﻞﻫﺎي اﺻﻠﯽ و ﻓﺮﻋﯽ در ﭼﺎرﭼﻮب دو ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﺎﻣﻌﻪ ﻣﯿﺰﺑﺎن)52ﻧﻔﺮ( و ﻣﻘﺎﯾﺴﻪﻫﺎي زوﺟﯽ ﺧﺒﺮﮔﺎن)24ﻧﻔﺮ( ﺗﻨﻈﯿﻢ ﮔﺮدﯾﺪ. ﺑﺮاي وزندﻫﯽ ﺑﻪ ﻋﺎﻣﻞﻫﺎي اﺻﻠﯽ و رﺗﺒﻪﺑﻨﺪي روﺳﺘﺎﻫﺎ از ﻣﺪل ﻫﺎي ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ ﻓﺎزي و ﻣﺎﺑﺎك اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﺗﺤﻘﯿﻖ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻣﺘﺄﺳﻔﺎﻧﻪ در ﺣﻮزه ﺑﺮﻧﺪﺳﺎزي ﮔﺮدﺷﮕﺮي ﺑﻪ ﻋﺎﻣﻞﻫﺎي اﻗﺘﺼﺎدي و اﺟﺘﻤﺎﻋﯽ ﺗﻮﺟﻪ ﮐﺎﻓﯽ ﻧﺸﺪه اﺳﺖ. ﺑﻪ ﻧﺤﻮي ﮐﻪ ﻋﺎﻣﻞ ﻣﺤﯿﻄﯽ ﺑﺎ ﺿﺮﯾﺐ 0/676 داراي ﺑﺎﻻﺗﺮﯾﻦ وزن و ﻋﺎﻣﻞﻫﺎي اﻗﺘﺼﺎدي و اﺟﺘﻤﺎﻋﯽ ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺎ ﺿﺮﯾﺐ 0/213 و 0/111 داراي ﮐﻤﺘﺮﯾﻦ وزن ﺑﻮدهاﻧﺪ. ﺣﺎل، ﻣﻨﺎﻃﻖ روﺳﺘﺎﯾﯽ اﯾﻦ ﺷﻬﺮﺳﺘﺎن در اﯾﻦ زﻣﯿﻨﻪﻫﺎ ﺑﺎ ﺿﻌﻒ اﺳﺎﺳﯽ روﺑﻪرو ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﺎ ﻟﺤﺎظ ﻧﻤﻮدن ﯾﺎﻓﺘﻪﻫﺎي اﯾﻦ ﭘﮋوﻫﺶ ﻣﯽﺗﻮان ﺑﻪ ﺑﺮﻃﺮف ﺳﺎﺧﺘﻦ ﻧﻘﺎط ﺿﻌﻒ و ﺗﻘﻮﯾﺖ ﻧﻘﺎط ﻗﻮت ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﺑﺮﻧﺪ ﮔﺮدﺷﮕﺮي ﭘﺮداﺧﺖ.

The mental image of target places is the most important factor that helps tourists determine their tourism destination, the lack of which may result in limited visits by tourists. Thus, paying attention to the formation of tourism brand is of great importance. Among different cities of Kerman Province, Kerman city is impoverished in terms of infrastructure, facilities, and tourism services. Therefore, this study aimed to investigate the influential factors (environmental, social, and economic) in the formation of the tourism brand in rural areas of Kerman city. The required data were collected through document analysis and questionnaires. To this end, the main and complementary factors were set within the framework of two questionnaires concerning the host community (52 persons) and a paired comparison with experts (24 persons). Fuzzy and MABAC hierarchical models were also used to weigh the main factors and rank the villages. The study found that the environmental factor had the highest weight with a coefficient of 0.676, and economic and social factors had the lowest weight with a coefficient of 0.213 and 0.111, respectively, indicating that enough attention has no been paid to economic and social factors in the field of tourism branding. This study's findings could help resolve the major weaknesses found in the city and reinforce its strengths concerning the tourism brand.