بررسی عوامل انسانی موثر بر گردشگری با روش تلفیقی SWOT و معادلات ساختاری (مطالعه موردی: شهرستان سپیدان)
محورهای موضوعی :
مدیریت محیط زیست
ملیحه عرفانی
1
(استادیار، گروه محیط زیست، دانشکده منابع طبیعی، دانشگاه زابل، زابل، ایران. * (مسوول مکاتبات))
طاهره اردکانی
2
(استادیار، گروه علوم و مهندسی محیط زیست، دانشکده کشاورزی و منابع طبیعی، دانشگاه اردکان، اردکان، ایران.)
سمانه مومنی اردکانی
3
(دانش آموخته محیط زیست، دانشگاه زابل، زابل، ایران.)
تاریخ دریافت : 1397/02/01
تاریخ پذیرش : 1397/07/18
تاریخ انتشار : 1401/04/01
کلید واژه:
گردشگری,
ماتریس SWOT,
مدل‌سازی,
حداقل مربعات جزئی (PLS),
چکیده مقاله :
زمینه و هدف: امروزه گردشگری یکی از عوامل اصلی توسعه اقتصادی‎ ‎و اجتماعی در بسیاری از مناطق جهان است. کشور ایران با وجود تنوع بالای منابع تفرجی طبیعی و فرهنگی جایگاه واقعی خود را چه در گردشگری خانگی و چه گردشگری دورن مرزی نیافته است. شهرستان سپیدان واقع در استان فارس نیز از این قاعده مستثنی نیست. از این رو مطالعه حاضر با هدف بررسی عوامل انسانی موثر بر گردشگری این شهرستان انجام شد.روش بررسی: در این مطالعه بر اساس چارچوب ارائه شده در روش SWOT عوامل انسانی موثر بر گردشگری شهرستان سپیدان در قالب عوامل خارجی (فرصت و تهدید) و داخلی (قوت و ضعف) تهیه و از کارشناسان خبره در بازه لیکرت نظرخواهی شد. مجموعه نظرات جهت بررسی نقش عوامل فرصت و تهدید بر عوامل قوت و ضعف گردشگری با استفاده از مدل‌سازی معادلات ساختاری- حداقل مربعات جزئی (SEM-PLS) بررسی شد.یافته‌ها: نتایج این مطالعه نشان داد که 50 % تغییرات عامل قوت با سایر عوامل و30 % ضعف‌های گردشگری با عامل خارجی فرصت و تهدید تبیین می‌شود. در مدل پژوهش نقش عامل خارجی فرصت بر عامل داخلی قوت مثبت و معنی‌دار (01/0>p) به‌دست‌آمد، همچنین نقش عامل خارجی تهدید بر عامل داخلی ضعف نیز مثبت و معنی‌دار (05/0>p) است و برای سایر مسیرها اثر معنی‌داری در مدل به‌دست‌نیامد.بحث و نتیجه‌گیری: گردشگری منطقه مورد مطالعه با توجه به معنی‌دار بودن اثر عوامل خارجی بر عوامل داخلی در موقعیت تهاجمی و تدافعی قرار دارد. استفاده از روش‌های نوین آماری مانند حداقل مربعات جزئی ( PLS ) کمک می‌کند تا با اعتماد بیشتری راهبردهای توسعه گردشگری را تعیین و جهت‌گیری اقدامات مدیریتی را در آینده هدایت کرد.
چکیده انگلیسی:
Background & Objectives: Todays, tourism is one of the significant components of economic and social development in many regions in the world. Despite of high diversity of natural and cultural resources, Iran doesn’t find its real rule in indoor and inbound tourism. Sepidan County in Fars province is not excluded from this fact. Therefore, the present study conducted to investigate the human factors affecting tourism in this city.Material and Methodology: In this research, affective human internal factors (strengths and weaknesses) and external factors (opportunities and threats) on tourism in this region were provided on the basis of framework of SWOT method. These affective factors were questioned from experts in Likert scale. These answers were analyzed by structural equation modeling- partial least square (SEM- PLS) to survey rule of opportunities and threats on strengths and weaknesses of tourism.Findings: In according to results, 50 percent of changes in strengths were determined by other factors and 30 percent of tourism weaknesses by opportunities and threats. In the model, rule of external opportunities factor on internal strength factor was positive and significance (p < 0.01), also the effect of external threats factor on internal weaknesses factor was positive and significance (p < 0.05) and there weren’t significant path between other factors in this model.Discussion and Conclusion: Tourism in studied area according to the significant effects of external factors on internal factors is in aggressive and defensive positions. Using the new statistical methods like Partial least squares (PLS)‎ helps to determine strategies for the future and guide direction of management actions with more evidence.
منابع و مأخذ:
World Tourism Organization (UNWTO)., 2017. UNWTO Annual Report 2016. UNWTO. , Madrid, 78 p.
Eagles, P.F.J., McCool, S.F., Haynes, C.D., 2002. Sustainable Tourism in Protected Areas: Guidelines for Planning and Management. IUCN.
Schmoldt, D., Kangas, J., Mendoza, G., Pesonen, M., 2001. The analytic hierarchy process in natural resource and environmental decision making. Springer, Netherlands.
Goranczewski, B., Puciato, D., 2010. SWOT analysis in the formulation of tourism development strategies for destinations. Tourism, Vol. 20, pp. 45-53.
Valle, P.O., Assaker, G., 2015. Using partial least squares structural equation modeling in tourism research: a review of past research and recommendations for future Applications. Journal of Travel Research, Vol. 55, pp. 695-708.
Sobhani, S.M., Jamshidi, A., Asadi, E., 2009. Evaluation of rural tourism: SWOT analysis in rural areas of Sepidan county of Fars. In: The third congress of agricultural promotion and education Science, Mashhad, Iran, pp. 1-21. (In Persian)
Pakbaz, h., Nori, G., 2011. Investigation on the ecotourism role of Margoon waterfall in a tourist attractions diversity of Fars province. In: The first international conference in tourism management and sustainable development, Marvdasht, Iran, pp. 1-18 . (In Persian)
Roknadin Eftekhari, A., Mahdavi, D., Akbarisamani, N., 2011. Presentation of a model of sustainable tourism planning in rural development strategy (case study: Lavasan small village). Human Geography Research Quarterly, Vol. 4, pp. 123-146. (In Persian)
Amar, T., Safari Rad. E., 2014. Solutions of Mountain Tourism Development in Amlash Township by SWOT Analysis Model. Journal of Studies of Human Settlements Planning, Vol. 8, pp. 77-94. (In Persian)
Yuksel, A., Yuksel, F., Bilim, Y., 2010. Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty.Tourism Management, Vol. 31, pp. 274–284.
Mosavi, M.N., Abdolaahzadeh, M., Zynalpour, A., Baghrikashkol, E., 2014. Providing an Environment Analysis Model To systematic approach in tourism planning (Case study: Maku Township). Human Geography Research Quarterly, Vol. 48, pp. 1-18. (In Persian)
Mohammadi Ostadkelayeh, M., Larijani, M., Makhdoum, M.F., 2016. Analysis of Tourism Development in Saravan Forest Park Based on SWOT Model (Case Study: Establishment of Rural Heritage Museum). Environmental Researches, Vol. 7, pp. 215-224. (In Persian)
Reihanian, A., Binti Mahmood, N.Z., Kahrom, E., Hin, T.W., 2012. Sustainable tourism development strategy by SWOT analysis: Boujagh National Park, Iran. Tourism Management Perspectives, Vol. 4, pp. 223–228.
Amirah, N., Ahmad, H., ErAh, C., Atiqah, N., Jusoh, H., 2016. Putrajaya administrative center as tourism destination: a SWOT analysis tourism product. Geografia. Malaysian Journal of Society and Space, Vol. 12, pp. 74-88.
Abdi, K., Divsalar, A., Safaei, M., 2016. Tourism destinations planning with sustainable economic development (case study: Kiasar city). Journal of Studies of Human Settlements Planning, Vol. 11, pp. 67-
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Heidary Soreshjani, R., 2017. Structural Modeling Factors Affecting Tourists' Attraction to Artificial Tourism Phenomena (Case Study: Chitgar Park and Lake). Journal of Tourism and Development, Vol. 6, pp. 149-168. (In Persian)
Lo, M.C., Wang, Y.C., Songan, P., Yeo, A.W., 2014. Tourscape: A systematic approach towards a sustainable rural tourism management. Earth and Environmental Science, Vol. 18, pp. 1-6.
Hua, C., Chiun, M., Vikneswaran, N., Peter, S., 2016. Examining the effects of environmental components on tourism destination competitiveness: the modernating impact of community Asian Academy of Management Journal, Vol. 21, pp.75-104.
Hallak, R., Assaker, G., 2017. Using partial least squares structural equation modeling (PLS-SEM) to examine complex models in tourism research. CRC Press,
Assaker, G., Hallak, R., 2016. Detecting Latent Classes in Tourism Data Through Response-Based Unit Segmentation (REBUS) in Pls-Sem. Tourism Analysis, Vol. 21, pp. 661-668.
Suhartanto, D., Dean, D., Nansuri, R., Triyuni, N.N., 2018. The link between tourism involvement and service performance: Evidence from frontline retail employees. Journal of Business Research, Vol. 83, pp. 130-137.
Plan and Budget Organization of Fars., 2016. Fars Province Statistical Yearbook. (In Persian)
Davari, A., Rezazadeh, A., 2014. Structural Equation Modeling with PLS. Iran's Book News Agency, Tehran, 248p. (In Persian)
Ringle, C. M., Wende, S., Becker, J. M., 2015. Smart PLS 3. SmartPLS GmbH, Boenningstedt, Germany.
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., 2014. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition. Sage, Thousand Oaks, United States, 307 p.
Garson, G. D., 2017. Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers, Asheboro, United States, 301p.
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World Tourism Organization (UNWTO)., 2017. UNWTO Annual Report 2016. UNWTO. , Madrid, 78 p.
Eagles, P.F.J., McCool, S.F., Haynes, C.D., 2002. Sustainable Tourism in Protected Areas: Guidelines for Planning and Management. IUCN.
Schmoldt, D., Kangas, J., Mendoza, G., Pesonen, M., 2001. The analytic hierarchy process in natural resource and environmental decision making. Springer, Netherlands.
Goranczewski, B., Puciato, D., 2010. SWOT analysis in the formulation of tourism development strategies for destinations. Tourism, Vol. 20, pp. 45-53.
Valle, P.O., Assaker, G., 2015. Using partial least squares structural equation modeling in tourism research: a review of past research and recommendations for future Applications. Journal of Travel Research, Vol. 55, pp. 695-708.
Sobhani, S.M., Jamshidi, A., Asadi, E., 2009. Evaluation of rural tourism: SWOT analysis in rural areas of Sepidan county of Fars. In: The third congress of agricultural promotion and education Science, Mashhad, Iran, pp. 1-21. (In Persian)
Pakbaz, h., Nori, G., 2011. Investigation on the ecotourism role of Margoon waterfall in a tourist attractions diversity of Fars province. In: The first international conference in tourism management and sustainable development, Marvdasht, Iran, pp. 1-18 . (In Persian)
Roknadin Eftekhari, A., Mahdavi, D., Akbarisamani, N., 2011. Presentation of a model of sustainable tourism planning in rural development strategy (case study: Lavasan small village). Human Geography Research Quarterly, Vol. 4, pp. 123-146. (In Persian)
Amar, T., Safari Rad. E., 2014. Solutions of Mountain Tourism Development in Amlash Township by SWOT Analysis Model. Journal of Studies of Human Settlements Planning, Vol. 8, pp. 77-94. (In Persian)
Yuksel, A., Yuksel, F., Bilim, Y., 2010. Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty.Tourism Management, Vol. 31, pp. 274–284.
Mosavi, M.N., Abdolaahzadeh, M., Zynalpour, A., Baghrikashkol, E., 2014. Providing an Environment Analysis Model To systematic approach in tourism planning (Case study: Maku Township). Human Geography Research Quarterly, Vol. 48, pp. 1-18. (In Persian)
Mohammadi Ostadkelayeh, M., Larijani, M., Makhdoum, M.F., 2016. Analysis of Tourism Development in Saravan Forest Park Based on SWOT Model (Case Study: Establishment of Rural Heritage Museum). Environmental Researches, Vol. 7, pp. 215-224. (In Persian)
Reihanian, A., Binti Mahmood, N.Z., Kahrom, E., Hin, T.W., 2012. Sustainable tourism development strategy by SWOT analysis: Boujagh National Park, Iran. Tourism Management Perspectives, Vol. 4, pp. 223–228.
Amirah, N., Ahmad, H., ErAh, C., Atiqah, N., Jusoh, H., 2016. Putrajaya administrative center as tourism destination: a SWOT analysis tourism product. Geografia. Malaysian Journal of Society and Space, Vol. 12, pp. 74-88.
Abdi, K., Divsalar, A., Safaei, M., 2016. Tourism destinations planning with sustainable economic development (case study: Kiasar city). Journal of Studies of Human Settlements Planning, Vol. 11, pp. 67-
Shan, H., ZeYi, X., Yun, L., 2017. SWOT analysis of tourist industry and the strategies of precisely targeted poverty alleviation - taking Baojing County of Hunan Province as an Journal of Southwest University for Nationalities Natural Science Edition, Vol. 43, pp. 209-214.
Heidary Soreshjani, R., 2017. Structural Modeling Factors Affecting Tourists' Attraction to Artificial Tourism Phenomena (Case Study: Chitgar Park and Lake). Journal of Tourism and Development, Vol. 6, pp. 149-168. (In Persian)
Lo, M.C., Wang, Y.C., Songan, P., Yeo, A.W., 2014. Tourscape: A systematic approach towards a sustainable rural tourism management. Earth and Environmental Science, Vol. 18, pp. 1-6.
Hua, C., Chiun, M., Vikneswaran, N., Peter, S., 2016. Examining the effects of environmental components on tourism destination competitiveness: the modernating impact of community Asian Academy of Management Journal, Vol. 21, pp.75-104.
Hallak, R., Assaker, G., 2017. Using partial least squares structural equation modeling (PLS-SEM) to examine complex models in tourism research. CRC Press,
Assaker, G., Hallak, R., 2016. Detecting Latent Classes in Tourism Data Through Response-Based Unit Segmentation (REBUS) in Pls-Sem. Tourism Analysis, Vol. 21, pp. 661-668.
Suhartanto, D., Dean, D., Nansuri, R., Triyuni, N.N., 2018. The link between tourism involvement and service performance: Evidence from frontline retail employees. Journal of Business Research, Vol. 83, pp. 130-137.
Plan and Budget Organization of Fars., 2016. Fars Province Statistical Yearbook. (In Persian)
Davari, A., Rezazadeh, A., 2014. Structural Equation Modeling with PLS. Iran's Book News Agency, Tehran, 248p. (In Persian)
Ringle, C. M., Wende, S., Becker, J. M., 2015. Smart PLS 3. SmartPLS GmbH, Boenningstedt, Germany.
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., 2014. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition. Sage, Thousand Oaks, United States, 307 p.
Garson, G. D., 2017. Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers, Asheboro, United States, 301p.
