ارائه الگوی توسعه گردشگری مبتنی بر نقش رسانه با بکارگیری رویکرد فراترکیب

الموضوعات : فصلنامه علمی برنامه ریزی منطقه ای

فاطمه حاج محمد ¹ , اسدالله کردنائیج ² , حمیدرضا یزدانی ³ , محمد میره ای ⁴

1 - دانشجوی دکتری رشته مدیریت رسانه، پردیس فارابی دانشگاه تهران، قم، ایران.
2 - استاد گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران.
3 - استادیار گروه مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران.
4 - استادیار گروه مدیریت دولتی، پردیس فارابی دانشگاه تهران، قم، ایران.

تاريخ الإرسال : 01 الأحد , ذو الحجة, 1442 تاريخ التأكيد : 15 الإثنين , محرم, 1443 تاريخ الإصدار : 01 الجمعة , شوال, 1444

الکلمات المفتاحية: توسعه گردشگری, فراترکیب, نقش رسانه, تصویر مقصد,

ملخص المقالة :

توسعه گردشگری یکی از چالش‌های کشورها به خصوص کشور ایران در حوزه اقتصادی شان می‌باشد. امروزه اکثر کشورها علی الخصوص کشور ایران در تلاش هستند تا بخش عمده ای از درآمد و GDP خود را به سمت توسعه گردشگری ببرند. توسعه گردشگری از طریق رسانه‌ها باعث آشنا شدن مخاطبان متنوع با فرهنگ جوامع می شود. مکان‌های گردشگری می‌توانند شاهد تاثیر مستقیم یک اثر رسانه‌ای در توسعه فعالیت‌های گردشگری باشند. از آنجایی که در تحقیقات پیشین نقش رسانه‌ها در توسعه گردشگری کمتر معرفی شده است، مسئله‌ی اصلی در این تحقیق، اثرگذاری نقش رسانه در توسعه گردشگری می‌باشد. هدف از این مقاله ارائه الگوی توسعه گردشگری مبتنی بر نقش رسانه است. روش تحقیق مورد استفاده در این پژوهش فرا‌ترکیب یکی از انواع روش تحقیق‌های مروری است. به این منظور محقق بازنگری عمیق و دقیق در موضوع را انجام داده و یافته های مطالعات کیفی و کمی را ترکیب نموده است. در این راستا 1324 پژوهش در حوزه رسانه و توسعه گردشگری ارزیابی شد. در پایان، 33 پژوهش با روش‌های کمی، کیفی و آمیخته انتخاب شدند. در مجموع 48 کد،9 مفهوم و 4 مقوله به عنوان ابعاد و مؤلفه‌های الگوی توسعه گردشگری مبتنی بر نقش رسانه شناسایی و طبقه‌بندی شده است. در 9 مفهوم شامل برند مقصد، کسب و کار، بازاریابی، نیت‌های رفتاری گردشگران (ذهنی)، رفتارهای اجتماعی گردشگران (عینی)، مدیریت بحران‌های گردشگری، پوشش رسانه‌ها از مقصد گردشگری، فرهنگ، مذهب، آموزش، زیرساخت، زبان و اطلاعات عمومی نقش رسانه تبیین شده‌‌است. چهار مقوله‌ی بدست آمده از این روش مقوله‌های اقتصادی، اجتماعی، زیست محیطی و فرهنگی هستند.

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