ارایۀ مدل راهبردی توسعۀ گردشگری ورزشی خلاق در شهرستان شاهرود با استفاده از تکنیک SWOT و Fuzzy
محورهای موضوعی : محیط زیست ، اقتصاد ، مهندسی ، شهرسازی و توسعه پایدار
مرضیه فتحانی
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باقر مرسل
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علی فهیمینژاد
3
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ناصر بای
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1 - دانشجوی دکتری تخصصی مدیریت ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
2 - استادیار گروه تربیت بدنی و علوم ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
3 - استادیار گروه تربیت بدنی و علوم ورزشی، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران
4 - دانشیار گروه تربیت بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران
کلید واژه: گردشگری ورزشی خلاق, مدل راهبردی, طبیعتگردی, تحلیل سلسله مراتبی فازی, شاهرود,
چکیده مقاله :
هدف از انجام این تحقیق، تدوین مدل راهبردی توسعۀ گردشگری ورزشی خلاق در شهرستان شاهرود است. فرآیند تحقیق شامل چهار مرحله بوده است. در ابتدا جاذبههای طبیعی مؤثر از طریق مطالعات کتابخانهای و مصاحبه بازشناسایی شدند. سپس، بر مبنای راهنمای کمیسیون ورزش و محیط زیست ایران، اقدام به زونبندی منطقه مطالعاتی براساس فعالیتهای تفرجی و ورزشی مناسب شد و با استفاده از ابزار GIS و نرمافزار Arcview اقدام به پهنهبندی منطقه گردید. در ادامه، با استفاده از مطالعۀ عمیق و پنل دلفی، مؤلفههای مؤثر شناسایی و دستهبندی شدند. از ماتریس SWOT برای تحلیل محیط درونی و بیرونی بهره گرفته شد. همچنین، راهبردهای منتخب نیز با استفاده از تکنیک سلسله مراتبی فازی (FAHP) اولویتبندی شدند. نتایج بیانگر شناسایی 9 نوع جاذبه طبیعی و 35 دسته فعالیت بود. سایت مطالعاتی بر اساس تنوع اکوسیستمی، به سه منطقۀ اصلی و شش زون قابل تفکیک است. در مجموع، 12 نقطۀ قوت و 8 نقطۀ ضعف شناسایی شدند. مجموع امتیاز عوامل درونی (قوتها و ضعفها)، معادل با 607/2 بود که میتوان نتیجه گرفت که نقاط قوت بر نقاط ضعف در مدیریت گردشگری ورزشی خلاق شهرستان شاهرود غلبه دارند. در همین راستا، ماتریس عوامل بیرونی نیز نشان داد که در مجموع، 13 فرصت و 19 تهدید شناسایی شدند. با توجه به عدد مجموع حاصل از ماتریس ارزیابی عوامل خارجی که 02/2 میباشد، میتوان چنین عنوان نمود که تهدیدها در مدیریت گردشگری ورزشی خلاق در شهرستان شاهرود بر فرصتها غلبه دارند. بر اساس امتیازات کسبشده و ارزیابی محیط داخلی و خارجی، راهبردهای مناسب برای وضعیت موجود، در الگوی راهبردهای رقابتی قرار میگیرند.
The purpose of this research is to formulate a strategic model for the development of creative sports tourism in Shahrood City. The research process comprised four stages: first, effective natural attractions were identified through library studies and interviews; second, following the guidelines of the Sports and Environment Commission of Iran, the study area was zoned for suitable recreational and sports activities using GIS tools and ArcView software; third, through in-depth study and a Delphi panel, the effective components were identified and categorized; and fourth, the internal and external environments were analyzed with a SWOT matrix, while the selected strategies were prioritized using the fuzzy analytic hierarchy process (FAHP). The results indicated the identification of nine types of natural attractions and 35 categories of activities. Based on ecosystem diversity, the study site can be divided into three main areas and six zones. In total, 12 strengths and 8 weaknesses were identified; the total score of internal factors (strengths and weaknesses) was 2.607, indicating that strengths outweigh weaknesses in the creative sports tourism management of Shahrood City. The matrix of external factors showed that 13 opportunities and 19 threats were identified; according to the total score from the evaluation matrix of external factors (2.02), threats currently prevail over opportunities in the management of creative sports tourism. Based on these scores and the evaluation of the internal and external environment, competitive strategies (leveraging strengths to mitigate threats) are recommended as the most suitable strategic orientation for the present context.
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