Identifying and Explaining the Cultural Tourism Scenarios in the Post-Corona Era (A Case Study of Geographical Area in Ardabil Province)

Subject Areas :

Javad Madani ¹

1 - Assistant Professor, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

Received: 2022-04-23 Accepted : 2022-05-15 Published : 2022-05-22

Keywords: Cultural Tourism, triangular model, post-corona era, scenario design,

Abstract :

Cultural tourism is one of the types of tourism that is affected by the serious damage of the Corona epidemic. Most countries in the post-Corona era are trying to promote cultural tourism, which has required them to adopt new approaches and methods. The main purpose of this study is to identify and explain the scenarios of cultural tourism in the post-Corona era, which is focused on Ardabil province. The research method is a mix of two methods, ‘focus group’ and ‘scenario planning’, using a sequential exploratory approach. The main tool used in the qualitative phase is a semi-structured interview in the form of an online focus group and the quantitative phase is a questionnaire. The participants of the present study were 8 experts and academic and executive experts of the country in the field of cultural tourism who participated in the focus group. According to the research findings, in the qualitative phase, 13 main codes were extracted in the form of three basic concepts, which were categorized using the three-pronged model. According to the discussion and the results, 4 scenarios were created, each of which can help to create the necessary flexibility in the field of cultural tourism and make this type of tourism with synergy and innovation in Ardabil province.

References:

 

• خواستار، ح (1388). ارائه روشی برای محاسبه پایایی مرحله کدگذاری در مصاحبه‌های پژوهشی، روش شناسی علوم انسانی، شماره 58: 161-174.


• رجبی امیرآباد ر. (1399). نقش جاذبه‌های فرهنگی، مذهبی در توسعه گردشگری (مورد پژوهی شهرستان تویسرکان. فصلنامه جغرافیایی فضای گردشگری. 9 (34): 63-76.


• رضائیان، م؛ حسینی مدرس، م. (1393). بررسی نقش آینده‌پژوهی در برنامه‌ریزی استراتژیک. همایش ملی آینده‌پژوهی سازمان‌ها و مراکز غیردولتی، یادگار درخشان آریا، 1393، دوره 3.


• قربانی صابر، ف.؛ شمس، م. (1399). توسعه گردشگری با تأکید بر فرهنگ و هنر (به عنوان شاخص‌های شهر خلاق، مورد همدان. فصلنامه جغرافیایی فضای گردشگری. 9 (35): 17-32.


• میرزایی اهرنجانی، ح و سرلک، م.ع. (1384). نگاهی به معرفت شناسی سازمانی: سیرتحول، مکاتب و کاربردهای مدیریتی. پیک نور-علوم انسانی، 3 (3): 66-10.


• Arcad, J., Godet, M., Meunire, F., Roubelat, F. (2003). Structural analysis with the MICMAC method & actors' strategy with MACTOR method. Futures Research Methodology, 7 (33): 20-41.


• Asan, S. S., & Asan, U. (2007). Qualitative cross-impact analysis with time consideration. Technological forecasting and social change, 74(5): 627-644.


• Assaf, A.; Scuderi, R. (2020). COVID-19 and the Recovery of the Tourism Industry. Tour. Econ. 2020, 26, 731–733.


• Bishop P., Hines A., Collins T. (2007). The current state of scenario development: An overview of techniques, Foresight, 9 (1): 5-25.


• Bradfield, R., Wright, G., Burt, G., Cairns, G., & Van Der Heijden, K. (2005). The origins and evolution of scenario techniques in long range business planning, Futures, 37, 795–812.


• Brito-Henriques, E. (2020). COVID-19, turismo e sustentabilidade: tudo está interligado. Finisterra, LV. (115), 205-210. https://doi.org/10.18055/Finis20311.


• Brown, J. (2014). Interviews, focus groups, and Delphi techniques. Advanced Research Methods for Applied Psychology.


• Chaves, A.P; Egbert, J; Hocking, T; Doerry, E & Gerosa, M.A. (2022). Chatbots Language Design: The Influence of Language Variation on User Experience with Tourist Assistant Chatbots. ACM Transactions on Computer-Human Interaction. 29 (2): 13-38. https://doi.org/10.1145/3487193.


• Chen, H & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives. 26 (2018): 153-163.


• Creswell, J. W. (2018). Research design: Qualitative and mixed methods approaches. SAGE Publications, Inc; 5th edition (January 2, 2018).


• Dilshad, R.M & Latif, M.I. (2013). Focus Group Interview as a Tool for Qualitative Research: An Analysis. Pakistan Journal of Social Sciences (PJSS). Vol. 33, No. 1 (2013), pp. 191-198


• Escudero Gómez, L.A. (2021). Cultural tourism in cities post-COVID-19: a perspective and proposals for an alternative model. Boletín de la Asociación de Geógrafos Españoles https://doi.org/10.21138/bage.3138.


• European Commission SURE. Available online: https://ec.europa. eu/info/ business-economy-euro/economic-and-fiscal-policy-coordination/financial-assistance-eu/funding-mechanisms-and-facilities/sure_en (accessed on 7 June 2021).


• Europa Nostra (2020). COVID-19 & BEYOND, Challenges and Opportunities for CulturalHeritage.https://www.europanostra.org/wp-content/uploads /2020/10 /20201014 _COVID19_Consultation-Paper_EN.pdf.


• Fiol, L; García. J & Roig, J. (2022). Special Issue "Tourism, Culture and Heritage as Dynamic Factors in a Post-COVID-19 Intelligent Society". Sustainability. (ISSN 2071-1050).


• Godet, M. (2000). The art of scenarios and strategic planning: tools and pitfalls. Technological forecasting and social change, 65 (1): 3-22.


• Gordon, A. (2009). Future Savvy: Identifying Trends to Make Better Decisions, Manage Uncertainty, and Profit from Change. American management association press, New York.


• Haigh, Matthew. (2020). Cultural tourism policy in developing regions: The case of Sarawak, Malaysia.Tourism Management. Volume 81, December 2020, 104166.


• Kreuger, RA. (2002). Designing and Conducting Focus Group Interviews. Semanticscholar.


• Liou, J-L; Hsu, P-Ch & Wu, P-I. (2020). The effect of China's open-door tourism policy on Taiwan: Promoting or suppressing tourism from other countries to Taiwan?. Tourism Management. Volume 78, June 2020, 104055.


• Moore, T; McKee, K & McLoughlin, P J. (2015). 'Online focus groups and qualitative research in the social sciences : their merits and limitations in a study of housing and youth', People, Place and Policy, 9 (1): 17-28. https://doi. org/10.3351/ppp.0009.0001.0002.


• Nkengasong, J., (2020). China’s response to a novel coronavirus stands in stark contrast to the 2002 SARS outbreak response. Nat. Med. 26, 310–311. https://doi.org/10.1038/ s41591-020-0771-1.


• (2020). TOURISM TRENDS AND POLICIES 2020 © OECD 2020. Chapter 1. Tourism trends and policy priorities. https://www.oecd-ilibrary.org/


• Orîndaru, A; Popescu, M-F; Petronela Alexoaei, A; Căescu, Ș-c; Stela Florescu, M & Orzan, A-O. (2021). Tourism in a Post-COVID-19 Era: Sustainable Strategies for Industry’s Recovery. Sustainability, 13(12), 6781; https://doi.org/10.3390/su13126781.


• O’Callaghan-Gordo, C., & Antó, J. M. (2020). COVID-19: The disease of the Anthropocene. Environmental Research, 187, 109683. https://doi.org/10.1016/j.envres.2020.109683.


• Richards, G. (2019). Culture and tourism: Natural partners or reluctant bedfellows? A perspective paper. Tourism Review, 75(1), 232-234. https://doi.org/10.1108/TR-04-2019-0139.


• Richards, G. (Ed.). (1996). Cultural tourism in Europe. Greg Richards.


• Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites. Tourism Management, 16(5), 361–365.


• Stratan, A; Perciun, A & Gribincea, C. (2015). Identifying Cultural Tourism Potentials in Republic of Moldova through Cultural Consumption among Tourists. Procedia - Social and Behavioral Sciences. Volume 188, 14 May 2015, Pages 116-121.


• Su, Y.W. & Lin, H.L. (2014). Analysis of international tourist arrivals worldwide: The role of world heritage sites. Tourism Management, 40 (2014), pp. 46-58.


• UNWTO World Tourism Barometer (2021). Available online: https://www.sciencegate.app/source/313472 (accessed on 14 May 2021).


• UNWTO (2022). CULTURAL TOURISM & COVID19. https://www.unwto.org/cultural-tourism-covid-19.


• Vergori, Anna Serena & Arima, Serena. (2020). Cultural and non-cultural tourism: Evidence from Italian experience. Tourism Management. Volume 78, June 2020, 104058


• Weng, L.; Liang, Z. & J. Bao. (2020). The effect of tour interpretation on perceived heritage values: A comparison of tourists with and without tour guiding interpretation at a heritage destination. Journal of Destination Marketing & Management, 16 (2020), p. 100431.


• Whelehan, F.; Brown, J.; Tara M., Connelly & Ridgway, F. (2021). Fatigued surgeons: A thematic analysis of the causes, effects and opportunities for fatigue mitigation in surgery. International Journal of Surgery Open. Volume 35, September 2021, 100382.


• World Travel and Tourism Council Economic Impact (WTTC). (2021). Available online: https://wttc.org/Research/Economic-Impact (accessed on 14 May 2021).


• Xiang, Sh; Rasool, S; Hang, Y; Javid, K; Javed, T & Emanuel Artene, A. (2021). The Effect of COVID-19 Pandemic on Service Sector Sustainability and Growth. Front. Psychol., 06 May 2021 | https://doi.org/10.3389/fpsyg.2021.633597.


• Zhang, C.G. (2007). Heritage tourism and its globalization: a ritzerian analysis. J. Guangxi Univ. Natl. (Philos. Soc. Sci. Ed.), 29 (6) (2007), pp. 31-36.


• Zhang, Zi’ang; Liang,Zengxian & Bao, Jigang. (2021). From theme park to cultural tourism town: Disneyization turning of tourism space in China. Regional Sustainability. Volume 2, Issue 2, April 2021, Pages 156-163.