Presenting a model of sustainable competitiveness in the post-corona world with a creative tourism development approach (Case study: Zanjan city)

Subject Areas :

taghi heydari ¹ , sadegh barzgar ² , mohammad rasoli ³

1 - Assistant Professor, Department of Geography, Zanjan University, Zanjan, Iran.
2 - Assistant Professor, Department of Human Geography, Payame Noor University, Tehran, Iran
3 - PhD student of geography and urban planning, Department of Geography, Zanjan University, Iran

Received: 2021-08-09 Accepted : 2022-04-10 Published : 2024-05-21

Keywords: morphology, Tourism, Zanjan, Creative tourism, Meta-SWOT,

Abstract :

The corona virus has changed the world forever in every way And has played a significant role in stopping this great social mobility (tourism), international travel, tourism demand and the hospitality industry. As even developed and strong economies have not been spared the destructive effects of fighting the virus. And they are in a serious crisis, especially in the service sector. With this necessity, the present study will seek to identify the drivers affecting the competitiveness of travel and tourism for the post-corona era. Accordingly, the present study tries To determine the competitiveness patterns of creative tourism in Zanjan city by combining Morphol and Metaswot methods. For this purpose, based on documentary studies, library, field, nine factors have been identified in 27 situations , Morphol and Metaswot software have been used to analyze future situations and Metaswot software has been used to determine the competitiveness patterns of creative tourism. It should be noted that the sample used in the present study was expert-oriented and (15) people. The results of the present study showed that the future situation of creative tourism in Zanjan was unfavorable. In this regard, the patterns of empowerment of creative tourism competitiveness in this city in the post-Corona world have been as follows: Paying attention to the city's communication facilities with other provinces and improving the city's electrical services as an inimitable factor, paying attention to the expert force and proper pricing of products to be offered to tourists as models appropriate to the tourism strategy, and finally the prevalence The corona virus, US sanctions and neglect of tourism stakeholders have been identified as threats.
 
Extended Abstract
 
 
Introduction
 
The Covid 19 outbreak is a global crisis, Because no country is immune to the disease. Countries that rely on the tourism industry for their economic growth have faced many problems. Both advanced economies and emerging markets and developing countries are currently in recession. In this regard, a review of the background of the experimental literature has shown that efforts to measure the economic impact of Covid 19 on the body of the tourism industry have been at the national and global levels. This requires the development and advancement of research in various sectors of tourism, including the competitiveness of tourist destinations for the post-crisis period. Evaluating the competitiveness of a tourism destination is increasingly becoming an important tool for analysis and marketing. Given the importance of tourism competitiveness in international markets, achieving a reliable and sustainable position in the long run is one of the main priorities in tourism competitiveness.
 
Methodology
The present research is of applied type and in terms of descriptive-analytical method both library and field methods have been used to collect information Combined method (morpho and Meta swot) was used for analysis An expert-centered questionnaire of 15 urban affairs experts was used to measure the data. It should be noted that for the expert-centered example, according to the researchers' findings, there are no restrictions and no specific formula and limit has been set for it. It should be noted that to ensure the validity of the measure, a questionnaire was sent to 5 expert professors and after receiving the corrective opinions of experts, a questionnaire was developed. And to ensure the reliability of the retest method, 5 questionnaires were given to 5 experts after 10 days and finally the evaluation results of the two forms were reviewed so that its coefficient was estimated to be 0.080.
 
Results and discussion
Moving towards creative tourism and ultimately gaining the status of a creative city can provide many important opportunities in urban interactions, especially in transnational arenas for any urban location. Therefore, the importance of the role of creative tourism in the economic prosperity of cities has led to attention to the issue of sustainable competitiveness model with the approach of developing creative tourism in Zanjan. For this purpose, to analyze, first the possible situations of creative tourism in Zanjan city have been explained using Morphol software. The results show that 29 scenarios with different probability coefficients in different coefficients are divided into 5 spectra, with the highest coefficients of boreholes being related to the critical situation, as opposed to the lowest coefficient of realization of the boreholes related to the situations. It has been desirable. In this regard, in order to determine the best strategy to reduce unfavorable situations and tendency to favorable situations, it is necessary to identify the capabilities of regional and regional competitors. Findings Figure 5 has been the goal of developing creative tourism in Zanjan.
Conclusion
Efforts to reach the tourist destination have created a platform for competition between cities. In this regard, one of the new policies of cities for this important has been the tendency to creative tourism. Tourism is a complex and expanding activity and one of the most dynamic industries. Today, after the oil and automobile industry, it has become the third largest industry in the world with direct and indirect effects on economic and social growth and development. Accordingly, in the present study, an attempt has been made to determine the competitive patterns of creative tourism in the city of Zanjan The results showed 29 scenarios The scenarios of destroying the historical monuments and attractions of the city, ignoring the stakeholders, ignoring the role of festivals and events were the most probable ones, Therefore, critical situations were more likely to occur than other situations. Accordingly, it is necessary to consider the strategies of the creative tourism competitiveness model To minimize adverse results. In this regard, the results indicate the superior position of the city in terms of communication with other provinces, the provision of electrical services and the existence of religious places as components of scarcity and imitation by other competitors in order to develop creative tourism. And the expert and creative forces, the supply of electricity, the supply of products at reasonable prices have been most in line with the competitive tourism strategy of creative touris.

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