طراحی بسته خط‌مشی برای نیل به توسعه توریسم پایدار در ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 دانشجوی دکتری، گروه مدیریت سیاست‏گذاری بازرگانی، دانشگاه تهران، پردیس بین‏المللی کیش، کیش، ایران.

چکیده

هدف: توجه به صنعت توریسم به‌عنوان یکی از منابع درآمدی و توریسم پایدار با تمرکز بر سه حوزه اقتصادی، اجتماعی و زیست‌محیطی ضروری به نظر می‌رسد. بر این اساس، هدف اصلی پژوهش حاضر، طراحی بسته خط‌مشی برای دستیابی به توسعه پایدار توریسم در ایران است. نتایج این پژوهش می‌تواند به بهبود عملکرد صنعت توریسم، به‌ویژه توریسم‌درمانی ایران از جامعه محلی تا سطوح ملی همراه با حفظ سرمایه‌های ارزشمند کشور کمک کند.
روش: در این پژوهش از روش کیفی استفاده شده است؛ زیرا این روش به وقایع، افراد و موضوعات، رویکرد تفسیری و طبیعی دارد. استراتژی پژوهش، مطالعه چندموردی اکتشافی است. پس از انجام مصاحبه با مشارکت‌کنندگان این پژوهش که 12 نفر از ذی‌نفعان حوزه توریسم بودند و با استفاده از مدل پنج مرحله‌ای یین برای تحلیل داده‌های گردآوری‌شده، ابعاد بسته خط‌مشی توسعه توریسم پایدار به‌دست آمد که استراتژی‌ها، اهداف کوتاه‌مدت، اهداف بلندمدت و چالش‌ها را شامل می‌شود.
یافته‌ها: مضامین استراتژی‌ها شامل حمایت ملی، حمایت بین‌المللی و ابتکارهای بین‌المللی است. مضامین اهداف کوتاه‌مدت، ترویج توریسم محلی، توسعه فرهنگی ـ آموزشی، بازاریابی داخلی و خارجی را شامل می‌شود. مضامین اهداف بلندمدت، توسعه اقتصادی پایدار، خلق درآمد، توسعه زیرساخت‌ها است و در نهایت مضامین چالش‌ها شامل، هزینه گران سفر، کیفیت پایین خدمات، پاندمی کرونا و عدم حمایت از کسب‌وکارهای محلی است.
نتیجه‌گیری: این مطالعه نشان داد که شرکت‌کنندگان به سه حوزه اقتصادی، اجتماعی و زیست‌محیطی توجه داشتند. شرکت‌کنندگان همچنین از دولت و سایر بخش‌های مرتبط خواستند تا از طریق سرمایه‌گذاری اصولی، به فرهنگ‌سازی و آموزش در جهت ارتقای توریسم‌درمانی و حفظ و حراست از منابع طبیعی تلاش کنند. توجه به آنچه شرکت‌کنندگان مطرح کردند و به‌کارگیری بسته خط‌مشی به‌دست‌آمده در این پژوهش، می‏تواند مدیران و سرمایه‌گذاران دولتی و خصوصی را در حفظ منابع ارزشمند طبیعی، به‌ویژه چشمه‌های آب گرم و توسعه صنعت توریسم یاری کند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a Policy Package to Achieve Sustainable Tourism Development in Iran

نویسندگان [English]

  • Manouchehr Ansari 1
  • Akbar Khalili 2
1 Associate Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
2 Ph.D. Candidate, Department of Business Policy Making Management, University of Tehran Kish International Campus, Kish, Iran.
چکیده [English]

Objective: As one of the sources of income and sustainable tourism, the tourism industry focuses on economic, social, and environmental issues. Accordingly, the main objective of this study was to design a policy package to achieve sustainable tourism development in Iran. The findings of this study can help with improving the tourism industry's performance, especially therapeutic tourism in Iran from local communities to the national level as well as the development of tourism by preserving the valuable assets of the country.
Methods: The qualitative research method was used due to its interpretive and natural approach to events, people, and topics. The research strategy was an exploratory multiple case study. After interviewing the participants in this study, who were 12 stakeholders of the industry and using the five-stage Yin model to analyze the collected data, the dimensions of the policy package of sustainable tourism development including strategies, short-term goals, long-term goals, and challenges were achieved.
Results: Strategy themes included national support, national initiatives, and international initiatives. Themes of short-term goals included promotion of local tourism, cultural-educational development, internal and external marketing. Themes of long-term goals included sustainable economic development, revenue generation, and infrastructure development. Themes of challenges included the high cost of travel, low quality of service, Covid-19 pandemic, and lack of support for local businesses.
Conclusion: This study showed that the participants paid attention to economic, social, and environmental factors. The participants also required the government and other related sectors to promote medical tourism and to preserve and protect natural resources through principled investing, culturalization, and education. Paying attention to the issues mentioned by the participants and applying the policy package obtained in this research can help public and private managers and investors to preserve valuable natural resources, especially hot springs, and to develop the tourism industry.

کلیدواژه‌ها [English]

  • Policy
  • Strategy
  • Sustainable tourism
  • Therapeutic tourism
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