شناسايي ويژگي هاي شخصيتي استان گيلان به عنوان يك مقصد گردشگري با استفاده از روش تحليل محتواي كيفي

Identification of Personality Characteristics of Guilan Province as a Tourism Destination Using Qualitative Content Analysis Method

ادراك ﮔﺮدﺷﮕﺮان از وﯾﮋﮔﯽﻫﺎي ﺷﺨﺼﯿﺘﯽ ﯾﮏ ﻣﻘﺼﺪ، از ﺟﻤﻠﻪ ﻣﻬﻤﺘﺮﯾﻦ ﻋﻮاﻣﻠﯽ اﺳﺖ ﮐﻪ ﺑﺮ اﻧﺘﺨﺎب ﻣﻘﺼﺪ از ﺳﻮي آﻧﺎن ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. اﻣﺎ ﻋﻠﯿﺮﻏﻢ اﻫﻤﯿﺖ اﯾﻦ ﻣﻮﺿﻮع، ﺷﻨﺎﺳﺎﯾﯽ ﺻﻔﺎت ﺷﺨﺼﯿﺘﯽ ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي ﮐﺸﻮر و اﯾﺠﺎد ﻫﻮﯾﺘﯽ ﻣﻨﺤﺼﺮﺑﻪﻓﺮد ﺑﺮاي آﻧﺎن ﺑﻨﺪرت در ﮐﺎﻧﻮن ﺗﻮﺟﻪ ﻣﻄﺎﻟﻌﺎت ﮔﺮدﺷﮕﺮي ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ، ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﺷﻨﺎﺳﺎﯾﯽ ﻣﻬﻤﺘﺮﯾﻦ وﯾﮋﮔﯽﻫﺎي ﺷﺨﺼﯿﺘﯽ اﺳﺘﺎن ﮔﯿﻼن ﺑﻪﻋﻨﻮان ﯾﮑﯽ از ﭘﺮﺑﺎزدﯾﺪﺗﺮﯾﻦ ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي ﮐﺸﻮر ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻘﯿﻖ ﮐﯿﻔﯽ و ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮا اﺳﺖ. در ﺑﺨﺶ ﻧﺨﺴﺖ، از ﻃﺮﯾﻖ اﻧﺠﺎم ﻣﺼﺎﺣﺒﻪ ﻫﺎي ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﺎ 11 ﺧﺒﺮه در ﺣﻮزه ﻫﺎي ﮔﺮدﺷﮕﺮي و ﺑﺎزارﯾﺎﺑﯽ و ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮاي داده ﻫﺎي ﻣﺘﻨﯽ و ﮐﺪﮔﺬاري آنﻫﺎ، 55 وﯾﮋﮔﯽ ﺷﺨﺼﯿﺘﯽ ﺷﻨﺎﺳﺎﯾﯽ و ﺳﭙﺲ 65 وﯾﮋﮔﯽ از ﻣﻄﺎﻟﻌﻪ ﻣﻌﺘﺒﺮﺗﺮﯾﻦ ﺗﺤﻘﯿﻘﺎت اﻧﺠﺎم ﭘﺬﯾﺮﻓﺘﻪ در ﺧﺼﻮص ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي ﻧﯿﺰ ﺑﻪ آن-ﻫﺎ اﺿﺎﻓﻪ ﺷﺪ. ﭘﺲ از ﺣﺬف ﻣﻮارد ﺗﮑﺮاري ﯾﺎ ﻏﯿﺮﻣﺮﺗﺒﻂ، ﻟﯿﺴﺘﯽ ﻧﻬﺎﯾﯽ از 102 ﺻﻔﺖ ﺷﺨﺼﯿﺘﯽ ﺗﻨﻈﯿﻢ ﺷﺪ. در ﺑﺨﺶ دوم و آﺧﺮ ﺗﺤﻘﯿﻖ، اﯾﻦ ﻣﺠﻤﻮﻋﻪ از ﺻﻔﺎت ﺷﺨﺼﯿﺘﯽ در اﺧﺘﯿﺎر ﮔﺮوه دﯾﮕﺮي از ﺧﺒﺮﮔﺎن ﮔﺮدﺷﮕﺮي، ﺑﺎزارﯾﺎﺑﯽ و رواﻧﺸﻨﺎﺳﯽ ﻗﺮار ﮔﺮﻓﺖ ﺗﺎ ﻧﺰدﯾﮏﺗﺮﯾﻦ وﯾﮋﮔﯽ-ﻫﺎي ﺷﺨﺼﯿﺘﯽ را ﺑﺮاي ﺗﻮﺻﯿﻒ اﺳﺘﺎن اﻧﺘﺨﺎب ﮐﻨﻨﺪ. در اﯾﻦ ﻣﺮﺣﻠﻪ، آن دﺳﺘﻪ از وﯾﮋﮔﯽﻫﺎﯾﯽ ﮐﻪ اﻣﺘﯿﺎز 4 و ﺑﺎﻻﺗﺮ را ﮐﺴﺐ ﻧﻤﻮدﻧﺪ در ﻟﯿﺴﺖ ﺑﺎﻗﯽ ﻣﺎﻧﺪﻧﺪ و ﻣﺎﺑﻘﯽ از ﻟﯿﺴﺖ ﺣﺬف ﺷﺪﻧﺪ. در اﻧﺘﻬﺎي اﯾﻦ ﻣﺮﺣﻠﻪ، 16 وﯾﮋﮔﯽ ﺷﺨﺼﯿﺘﯽ ﺑﺮاي ﺗﻮﺻﯿﻒ اﺳﺘﺎن ﮔﯿﻼن در ﻟﯿﺴﺖ ﺑﺎﻗﯽ ﻣﺎﻧﺪ ﮐﻪ ﺑﺮ اﺳﺎس ﺷﺒﺎﻫﺖﻫﺎ و رواﺑﻂ ﻣﻮﺟﻮد ﻣﯿﺎن اﯾﻦ وﯾﮋﮔﯽﻫﺎ، در ﻗﺎﻟﺐ ﺳﻪ ﺑﻌﺪ ﺑﯽﻧﻈﯿﺮ، ﺧﻮﻧﮕﺮم و ﺻﺎﺣﺐ ﺳﺒﮏ دﺳﺘﻪﺑﻨﺪي ﺷﺪﻧﺪ.

Tourists' perception of the personality characteristics of a destination is one of the most important factors that influence their choice of destination. But despite the importance of this issue, identifying the personality traits of the country's tourism destinations and creating a unique identity for them has rarely been the focus of tourism studies. Therefore, the purpose of this research is to identify the most important personality traits of Guilan province as one of the most popular tourism destinations in the country, using qualitative research and content analysis method. In the first part, through conducting semi-structured interviews with 11 experts in the fields of tourism and marketing and analyzing the content of interview data and encoding them, 55 personality traits were identified and then 65 personality traits from the most researches done for tourism purposes were also added to these. After removing duplicates or unrelated, the list consisting of 102 personality traits was set. Then in the second part of the study, this comprehensive collection of personality traits was provided to another group of tourism, marketing, and psychology experts to select the closest personality traits to describe the province. At this point, those features that earned score 4 and above remained on the list and the rest of the list was removed. At the end of this stage, 16 personality traits remained in the list for describing the Guilan province as a tourist destination, classified according to the similarities and relationships between these features, in three dimensions: unique, warm, and stylish.