ارزیابی عوامل مؤثر در معرفی بازارهای سنتی ایران به عنوان برند گردشگری رویکردی جهت ارتقای بهره وری گردشگری (نمونه موردی: بازار تبریز)
محورهای موضوعی : مدیریت پروژهعارف منادی 1 , کریم حسین زاده دلیر 2 , بختیار عزت پناه 3
1 - دانشجوی دکتری گروه هنر و معماری و شهرسازی واحد مرند، دانشگاه آزاد اسلامی، مرند، ایران
2 - استاد گروه هنر و معماری و شهرسازی،دانشگاه تبریز،تبریز، ایران
3 - استادیار گروه هنر و معماری و شهرسازی ،واحد مرند،دانشگاه آزاد اسلامی، مرند، ایران
کلید واژه: توسعه گردشگری, گردشگر, بازار, برند, بازارهای سنتی,
چکیده مقاله :
هدف از این پژوهش ارزیابی عوامل موثر در معرفی بازارهای سنتی ایران به عنوان برند گردشگری در بازار تبریز میباشد. پرسش‌نامه‌ها به منظور مصاحبه با نمونه‌های آماری سه جامعه آماری مختلف که عبارتند از مشتریان بازار سرپوشیده تبریز، بازاریان و کارشناسان طراحی شدند. برای برآورد حجم نمونه‌های آماری از مدل کوکران استفاده شد. پس از مصاحبه با نمونه‌های آماری، داده‌های اخذ شده در نرم‌افزار Excel کدگذاری و طبقه‌بندی شدند. سپس با انتقال این داده‌ها به نرم‌افزار Spss، تحلیل‌های آماری مربوط به آنها انجام شد. پس از اتمام کار پرسشگری در سه گروه از نمونه‌های آماری شامل مشتریان بازار، بازاریان و کارشناسان متخصص در ارتباط با موضوع مورد مطالعه و طبقه‌بندی داده‌های اخذ شده، در اولین قدم جهت آشنایی با ویژگی‌های عمومی نمونه‌های آماری در سه گروه مذکور، خصوصیات آنها از نظر 6 فاکتور مختلف که بیشتر در زمینه‌های اجتماعی و اقتصادی هستند مورد بررسی قرار گرفت. این تحلیل‌ها در دو بخش شناسایی خصوصیات و ویژگی‌های عمومی نمونه‌های آماری و بررسی شاخص‌های ارزیابی متغیرهای مستقل صورت پذیرفت. بررسی 58 شاخص در قالب 4 متغیر مستقل تصویر مقصد بازار، هویت بازار، تسهیلات گردشگری بازار و تمایز و منحصر به‌فرد بودن بازار و بر اساس طیف لیکرت انجام شد. این بررسی‌ها شامل برآورد میانگین تأثیرگذاری شاخص‌ها به تفکیک هر متغیر، برآورد میانگین تأثیرگذاری متغیرهای مستقل در برندسازی بازار سرپوشیده تبریز، آزمون همبستگی شاخص‌ها و متغیرهای مستقل با برندسازی بازار تبریز بر اساس آزمون همبستگی اسپیرمن، برآورد میزان اثرگذاری متغیرهای مستقل بر اساس مدل رگرسیون خطی، رتبه‌بندی نهایی متغیرهای مستقل بر اساس مدل تحلیل مسیر و سرانجام بررسی سطح معنی‌داری رابطه بین بازار سنتی و برندسازی بازار می‌شود. نتایج حاصل نشان داد که از نظر هر سه گروه میانگین تأثیرگذاری شاخص‌ها و متغیرهای مستقل بر برندسازی بازار سرپوشیده تبریز به عنوان متغیر وابسته زیاد میباشد.
The purpose of current enquiry was to assess the factors that impact the introduction of traditional Iranian markets as a tourism brand with a focus on Tabriz market. To this end, an interview was conducted with the research sample comprising the experts in the field, the customers of Tabriz covered market, the businessmen working there. The Cochran model was used to estimate the sample size. The data collected from the interview were coded and categorized via Excel software and further analyzed through SPSS software. The initial analyses were carried out in two phases starting with identification of the characteristics of the research sample with respect to 6 different factors relevant primarily to their socio economic status. Further, the indicators evaluating the independent variables were scrutinized. A Likert scale was employed to collect the data. It comprised 58 indicators subcategorized under four independent variables: the image of the target market, market identity, market tourist facilities, and market uniqueness. The data analysis procedures included estimation of the average impact of each of the indices on each variable and the average effects of independent variables on the branding of Tabriz covered market, testing the relationship between the indices and independent variables and the branding of Tabriz market via Spearman correlation test, estimating the effectiveness of independent variables through linear regression model, final ranking of independent variables via path analysis method and, finally, a significant level analysis of the relationship between traditional market and market branding. The findings indicated that all three groups of participants believed that indices and independent variables had high average effect on Tabriz market branding as the dependent variable.
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Silverman, David. (2002). Doing Qualitative Research, London: Sage Publication.
Grazino, A. M. and M. L. Raulin. (1989). Research Method, a process of Inquiry, New York: Harper and Row Publishers.
Flowerdew, Robin and Martin, David. (2005). Method in Human Geography, England: Pearson Education Limited, 1-366.
Holliday, Adrian. (2002). Doing and Writing Qualitative Research, London: Sage Publication.
Newman, J. (1997). Coursebook in feature Geometry, Newcastle and Munchen: Lincom Europa.
Crang, M. (1997). Picturing Practices: Research through the Tourist Gaze: Progress in Human Geography.
Ludwig, L. & Starr, S. (2005). Library as Place: result of a Delphi study. Journal of the Medical Library Association JMLA.
Chu H, Hwang GJ. . (2008). A Delphi-Based approach to developing expert systems with the cooperation of multiple expert. Expert Systems with Applications, 34(4).
Long. (1994). Theory and applications of the Delphi technique: A bibliography, Technological Forecasting and Social Change 53(2).
Loo, R. . (2002). The Delphi method: a powerful tool for strategic management, Policing: An International Journal of Police Strategies Management 25(4).
Schoenberger, E. (1991). The Corporate Interview as a Research Method in Human Geography, The Professional Geography 43(2).
Bennett, N. Glatter, R. and Levacic, R. Improving Educational Management through Research and Consultancy, London: Paul Chapman.
Hafzania, M., R. (2010). Introduction to the Research Method in Humanities, Seventh Edition, Samt.
Iman, M., T.; and Noshadi, M. R. (2011). Qualitative Content Analysis, Research Institute for Humanities and Cultural Studies, 3(2). [In Pershian]
Naderi, Ezatullah and Seifnaraki Maryam. (1985). Inferential statistics in humanities, reproduction of in-service training, Tehran.
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Coronation, P. (1990). Scientific methods of research along with evaluation theory, Eta Publishing.
Hariri, Najla. (2006). Principles and Methods of Qualitative Research, Islamic Azad University, Science and Research Branch, Tehran, 1-372. [In Pershian]
Samadi, Laleh and Fadai, Gholamreza. (2015), Citation Analysis as Research Method, Scientific Research Journal, 1(2), 51-70. [In Pershian]
Ali Ahammadi, A and Ghaffarian, V. (2003), Principles of Cognition and Research Method (Looking at Historical Studies), Journal of Humanities, Alzahra University, 13(46),241-266. [In Pershian]
Asgharpour, M., J. (1998). Decision Making to Multiple Criteria, Institute of Publications and Printing of Tehran University, 1-398. [In Pershian]
Fakhrasadat, Amin. (2004), Preliminary Statistical Methods in Psychology and Teaching of Education, Amir Kabir Publishing, ninth edition. [In Pershian]
Hamidizadeh, M.; Karimi, M, Hamidizadeh, M., R., and Rezai, M. (2000), Relationship between the Personality Dimensions and Brand Value and Modal Role of Moral Traits, Journal of New Marketing Research, 2(3), 35-50. [In Pershian]
Pashayizadeh, H. (2003), A Glance at Delphi, Piknour Magazine, 6(2), 63-79. [In Pershian]
Ahmadi, F; Nasiriani, K and Abazari, P. (2008), Delphi Technique: A Tool for Research. Journal of Medical Education, 8(1), 175-185. [In Pershian]
Serai, H. (1992). Introduction to sampling in research, side publications, first edition, 1-254. [In Pershian]
Safamansh, Kamran, Rashtchian, Jacob and Manadizadeh, Behrooz. (1997). The physical structure of the city of Tabriz and its developments in. The recent century, Dialogue Magazine, No. 18.
Pour Jafar, M, R; Mola'i, A and Pour Jafar, A. (2014), Explaining the Features of Iranian-Islamic Urban Design; A Case Study of the Great Market of Tabriz, Islamic Culture of Architecture and Urbanism, 2(1), 87-108. [In Pershian]
Khamachi, B. (1986), Tabriz market over time, Ashina publishing house, first edition. [In Pershian]
Mursushi, N and Khani, M., B. (2011), Analysis of economic functions of Tabriz market and its sphere of influence, Human Resource Research Journal, 43(75), 133-152. [In Pershian]
Evans, K. M (1982). Introduction to Research Method in Educational Sciences, Translated by Mohammad Ali Farjad, Tehran, Elham Publishing.
Best, J. (1990). Methods of Research in Educational and Behavioral Sciences, translated by Hasanpasha Sharifi and Narges Taleghani, Q3, Tehran: Growth Publishing.
Razavi Environment Consulting Engineers. (2011). Tabriz General Plan, Ministry of Roads and Urban Development, Department of Housing and Urban Development of East Azarbaijan Province, Volume Four.
_||_Potter, Stephan. (2002). Doing Postgraduate Research, London, Routledge.
Silverman, David. (2002). Doing Qualitative Research, London: Sage Publication.
Grazino, A. M. and M. L. Raulin. (1989). Research Method, a process of Inquiry, New York: Harper and Row Publishers.
Flowerdew, Robin and Martin, David. (2005). Method in Human Geography, England: Pearson Education Limited, 1-366.
Holliday, Adrian. (2002). Doing and Writing Qualitative Research, London: Sage Publication.
Newman, J. (1997). Coursebook in feature Geometry, Newcastle and Munchen: Lincom Europa.
Crang, M. (1997). Picturing Practices: Research through the Tourist Gaze: Progress in Human Geography.
Ludwig, L. & Starr, S. (2005). Library as Place: result of a Delphi study. Journal of the Medical Library Association JMLA.
Chu H, Hwang GJ. . (2008). A Delphi-Based approach to developing expert systems with the cooperation of multiple expert. Expert Systems with Applications, 34(4).
Long. (1994). Theory and applications of the Delphi technique: A bibliography, Technological Forecasting and Social Change 53(2).
Loo, R. . (2002). The Delphi method: a powerful tool for strategic management, Policing: An International Journal of Police Strategies Management 25(4).
Schoenberger, E. (1991). The Corporate Interview as a Research Method in Human Geography, The Professional Geography 43(2).
Bennett, N. Glatter, R. and Levacic, R. Improving Educational Management through Research and Consultancy, London: Paul Chapman.
Hafzania, M., R. (2010). Introduction to the Research Method in Humanities, Seventh Edition, Samt.
Iman, M., T.; and Noshadi, M. R. (2011). Qualitative Content Analysis, Research Institute for Humanities and Cultural Studies, 3(2). [In Pershian]
Naderi, Ezatullah and Seifnaraki Maryam. (1985). Inferential statistics in humanities, reproduction of in-service training, Tehran.
Aldevich, Frank and John F Lonsbury. (1992). Introduction to Field Techniques and Techniques in Geography, Translated by B. Alijani, Poster Publications, Tehran. [In Pershian]
Baldrich, K. (1991). Methods of study, translation by Ali Akbar Saif, 5th edition, Growth Publishing House, Tehran. [In Pershian]
Coronation, P. (1990). Scientific methods of research along with evaluation theory, Eta Publishing.
Hariri, Najla. (2006). Principles and Methods of Qualitative Research, Islamic Azad University, Science and Research Branch, Tehran, 1-372. [In Pershian]
Samadi, Laleh and Fadai, Gholamreza. (2015), Citation Analysis as Research Method, Scientific Research Journal, 1(2), 51-70. [In Pershian]
Ali Ahammadi, A and Ghaffarian, V. (2003), Principles of Cognition and Research Method (Looking at Historical Studies), Journal of Humanities, Alzahra University, 13(46),241-266. [In Pershian]
Asgharpour, M., J. (1998). Decision Making to Multiple Criteria, Institute of Publications and Printing of Tehran University, 1-398. [In Pershian]
Fakhrasadat, Amin. (2004), Preliminary Statistical Methods in Psychology and Teaching of Education, Amir Kabir Publishing, ninth edition. [In Pershian]
Hamidizadeh, M.; Karimi, M, Hamidizadeh, M., R., and Rezai, M. (2000), Relationship between the Personality Dimensions and Brand Value and Modal Role of Moral Traits, Journal of New Marketing Research, 2(3), 35-50. [In Pershian]
Pashayizadeh, H. (2003), A Glance at Delphi, Piknour Magazine, 6(2), 63-79. [In Pershian]
Ahmadi, F; Nasiriani, K and Abazari, P. (2008), Delphi Technique: A Tool for Research. Journal of Medical Education, 8(1), 175-185. [In Pershian]
Serai, H. (1992). Introduction to sampling in research, side publications, first edition, 1-254. [In Pershian]
Safamansh, Kamran, Rashtchian, Jacob and Manadizadeh, Behrooz. (1997). The physical structure of the city of Tabriz and its developments in. The recent century, Dialogue Magazine, No. 18.
Pour Jafar, M, R; Mola'i, A and Pour Jafar, A. (2014), Explaining the Features of Iranian-Islamic Urban Design; A Case Study of the Great Market of Tabriz, Islamic Culture of Architecture and Urbanism, 2(1), 87-108. [In Pershian]
Khamachi, B. (1986), Tabriz market over time, Ashina publishing house, first edition. [In Pershian]
Mursushi, N and Khani, M., B. (2011), Analysis of economic functions of Tabriz market and its sphere of influence, Human Resource Research Journal, 43(75), 133-152. [In Pershian]
Evans, K. M (1982). Introduction to Research Method in Educational Sciences, Translated by Mohammad Ali Farjad, Tehran, Elham Publishing.
Best, J. (1990). Methods of Research in Educational and Behavioral Sciences, translated by Hasanpasha Sharifi and Narges Taleghani, Q3, Tehran: Growth Publishing.
Razavi Environment Consulting Engineers. (2011). Tabriz General Plan, Ministry of Roads and Urban Development, Department of Housing and Urban Development of East Azarbaijan Province, Volume Four.