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کد مقاله : JZPM-2107-3935 (R1) بازدید : 58 صفحه: 269 - 282

10.30495/jzpm.2021.28423.3935

نوع مقاله: پژوهشی

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

محورهای موضوعی : 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.

تاریخ دریافت : 1400/04/20 تاریخ پذیرش : 1400/06/01 تاریخ انتشار : 1402/02/01

کلید واژه: توسعه گردشگری, فراترکیب, نقش رسانه, تصویر مقصد,

چکیده مقاله :

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.

چکیده انگلیسی:

Tourism development is one of the challenges of countries, especially Iran, in their economic field. Today, most countries, especially Iran, are trying to transfer most of their income and GDP to tourism development. The development of tourism through the media makes diverse audiences familiar with culture of the communities. Tourist sites can witness direct impact of a media effect on the development of tourism activities. Since the role of media in tourism development has been less introduced in previous researches, the main issue in this research is the impact of media role in tourism development. The purpose of this article is to present a model for tourism development based on the role of the media. The research method used in this research is meta synthesis is one of the types of review research methods. For this purpose, the researcher has conducted an in-depth and detailed review on the subject and combined the findings of qualitative and quantitative studies. In this regard, 1324 researches were evaluated in the field of media and tourism development. Finally, 33 studies were selected by quantitative, qualitative and mixed methods. Overall, 48 codes, 9 concepts and 4 categories have been identified and classified as dimensions and components of the tourism development model based on the role of the media. The role of the media is explained in 9 concepts including destination brand, business, marketing, tourist behavioral intentions (mental), tourist social behaviors (objective), tourism crisis management, media coverage of tourist destination, culture, religion, education, infrastructure , Language and general information. The four categories obtained from this method are economic, social, environmental and cultural categories.

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