Feasibility Study of Tourism Entrepreneurship Development in Rural Areas of Darreh-Shahr County: Application of SWOT-AHP Model
محورهای موضوعی : Rural tourism and recreation
نعمت اله شیری
1
,
Samireh Seymohammadi
2
1 - استادیار، گروه کارآفرینی و توسعه روستایی، دانشگاه ایلام، ایلام، ایران
2 - Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran
کلید واژه: Rural tourism, Strategic Analysis, Rural Businesses, Tourism Entrepreneurship,
چکیده مقاله :
The aim of this study was to conduct a feasibility study on tourism entrepreneurship development in rural areas of Darreh-Shahr County, with the goal of providing appropriate strategies for its enhancement. The study employed a mixed-methods approach, combining qualitative and quantitative methods in a sequential exploratory design. Through purposeful and network sampling, 15 key informants from the fields of entrepreneurship and tourism were selected for in-depth interviews, continuing until data saturation was achieved. Qualitative data were subjected to SWOT analysis, while quantitative data underwent analysis using the Analytical Hierarchy Process (AHP). The findings indicated that a combination of conservative and aggressive strategies is essential for the development of tourism entrepreneurship in the rural areas of Darreh-Shahr County. The AHP analysis highlighted the importance of aggressive strategies, such as "organizing exhibitions and establishing local markets for rural and nomadic products." Additionally, it emphasized the need for conservative approaches, including "providing long-term, low-interest loans for the development of essential infrastructural facilities supporting rural entrepreneurial tourism" and "attracting local investors to establish recreational facilities like parks." In conclusion, this study underscores the necessity of employing a diverse range of strategies to foster the growth of tourism entrepreneurship in the rural areas of Darreh-Shahr County.
هدف اصلی پژوهش حاضر امکانسنجی توسعۀ کارآفرینی گردشگری در نواحی روستایی شهرستان درهشهر بهمنظور ارائه راهبردهای مناسب برای ترویج آن بود، که با رویکرد آمیخته (کیفی-کمی) از نوع متوالی اکتشافی انجام شد. نمونههای پژوهش با رویکرد هدفمند و روش نمونهگیری گلوله برفی (شبکهای) انتخاب شدند. پس از انجام 15 مصاحبه با مطلعهای کلیدی در حوزۀ کارآفرینی و گردشگری روستایی اشباع داده حاصل گردید. دادههای جمعآوری شده در بخش کیفی، با استفاده از تحلیل SWOT و در بخش کمی با استفاده از AHP تجزیه و تحلیل شدند. نتایج پژوهش نشان داد که وضعیت توسعۀ کارآفرینی گردشگری در نواحی روستایی شهرستان درهشهر نیازمند راهبردهای تهاجمی و محافظهکارانه میباشد. بر اساس یافتههای پژوهش، راهبرد تهاجمی «راهاندازی نمایشگاهها، بازارها و بازارچههای سنتی بهمنظور ارائه محصولات، کالاها و خدمات تولیدی کشاورزان، روستاییان و عشایر» و راهبردهای محافظهکارانۀ «اعطای وامهای کمبهره و بلندمدت برای بهبود زیرساختهای مورد نیاز توسعۀ کارآفرینی گردشگری روستایی» و «جلب همکاری سرمایهگذاران محلی برای توسعۀ جاذبههای دستساز (پارکها و مکانهای تفریحی)» بهعنوان راهبردهای مناسب برای توسعۀ کارآفرینی گردشگری در نواحی روستایی شهرستان درهشهر شناسایی شدند.
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