چکیده:
ایران به لحاظ جاذبههای فرهنگی و طبیعی در بین پنج کشور برتر دنیا و از نظر جاذبههای تاریخی در رتبه 10 قرار دارد. بهرغم نقش راهبردی و کلیدی گردشگری در توسعة پایدار منطقهای، فقدان برنامة مناسب از سوی برنامهریزان، ناآگاهی گردشگران از پتانسیلهای گردشگری، و تمایل ضعیف سرمایهگذاری بخش خصوصی در این حوزه باعث شده است صنعت گردشگری در برخی مناطق دچار توسعهنیافتگی شود. پژوهش حاضر در منطقة مرزی سردشت با توجه به ظرفیتهای موجود گردشگری آن و در راستای پاسخگویی به چالشها و محدودیتهای گردشگری در این منطقه و ارائۀ راهکارهای مناسب انجام شده است. برای شناسایی نقاط قوت و ضعف و فرصتها و تهدیدهای پیش رو، با تعدادی از گردشگران و صاحبنظران مرتبط با صنعت گردشگری، هتلداری، و صاحبان آژانسهای گردشگری در سطح شهرستان و استان به شیوۀ اشباع نظری مصاحبه شد و با استفاده از مدل SWOT استراتژیهای WT،WO ،ST ، و SO تعیین شد. برای انتخاب بهترین استراتژی جهت توسعة این صنعت، ماتریس برنامهریزی استراتژیک کمّی(QSPM) و برای تعیین وزنهای عوامل پرسشنامهای SWOT بر اساس مقیاس لیکرت به صورت پنجگزینهای طراحی و توسط پنجاه نفر از کارشناسان و خبرگان گردشگری تکمیل شد. یافتهها نشان داد با وجود نقاط قوت و فرصت میزان تهدیدها و ضعفها بسیار بالاست و منطقه به لحاظ توسعة گردشگری از سطح آسیبپذیری برخوردار است و توزیع مجدد منابع و برنامهریزی بهینه در منطقه امری الزامی است. همچنین، راهبرد WO3 با نمرة 56/4 یعنی تقویت و ارتقای سطح زیرساختها و خدمات گردشگری بهعنوان بهترین راهبرد پیشنهاد شده است.
One of the most important destinations for tourists is nature. Iran is ranked 10th in cultural and natural attractions in the top five countries of the world and in terms of historical attractions. In this regard, the strategic and key role of tourism in the regional development is evident. The lack of suitable programs by tourism organizations and tourisms and the reluctance of private sector investment in the lack of facilities and facilities for tourists have made industry Tourism in these areas will be underdeveloped. The current research on Sardasht city has been done considering the potential of tourism and in order to answer these questions: what are the advantages and limitations of tourism development in this region and what are the ways to develop tourism? Strengths and weaknesses, opportunities and threats in tourism,s Sardasht and its suitable and effective strategies?In this research, to identify the strengths and weaknesses and the opportunities and threats in tourists and experts of government departments and organizations. Related to the tourism , hotel industry and recreational agencies in the county and province that had years of experience in this field were interviewed and using the SWOT model and the intersection of these factors together the strategies of WT, WO, ST and SO were determined in four categories. In the next step, to select the best strategy for developing this industry, quantitative Strategic Planning Matrix (QSPM), and to determine the weight of the factors, a SWOT questionnaire based on the Likert scale was designed as 5 options and was designed by 50 sampel. The study area has been completed. Quantitative Strategy Planning Matrix (QSPM) have shown that due to the strengths and opportunities in the region, the level of threats and weaknesses is very high and the region has a vulnerability level in terms of tourism development and the distribution and reallocation of resources and Proper planning is necessary at the regional level. WO3 Strategy 4.56 emphasis on strengthening and enhancing the level of infrastructure, transportation and tourism services in the welfare and development of tourism, is proposed as the best strategyOne of the most important destinations for tourists is nature. Iran is ranked 10th in cultural and natural attractions in the top five countries of the world and in terms of historical attractions. In this regard, the strategic and key role of tourism in the regional development is evident. The lack of suitable programs by tourism organizations and tourisms and the reluctance of private sector investment in the lack of facilities and facilities for tourists have made industry Tourism in these areas will be underdeveloped. The current research on Sardasht city has been done considering the potential of tourism and in order to answer these questions: what are the advantages and limitations of tourism development in this region and what are the ways to develop tourism? Strengths and weaknesses, opportunities and threats in tourism,s Sardasht and its suitable and effective strategies?In this research, to identify the strengths and weaknesses and the opportunities and threats in tourists and experts of government departments and organizations. Related to the tourism , hotel industry and recreational agencies in the county and province that had years of experience in this field were interviewed and using the SWOT model and the intersection of these factors together the strategies of WT, WO, ST and SO were determined in four categories. In the next step, to select the best strategy for developing this industry, quantitative Strategic Planning Matrix (QSPM), and to determine the weight of the factors, a SWOT questionnaire based on the Likert scale was designed as 5 options and was designed by 30 sampel. The study area has been completed. Quantitative Strategy Planning Matrix (QSPM) have shown that due to the strengths and opportunities in the region, the level of threats and weaknesses is very high and the region has a vulnerability level in terms of tourism development and the distribution and reallocation of resources and Proper planning is necessary at the regional level. WO3 Strategy 4.56 emphasis on strengthening and enhancing the level of infrastructure, transportation and tourism services in the welfare and development of tourism, is proposed as the best strategyOne of the most important destinations for tourists is nature. Iran is ranked 10th in cultural and natural attractions in the top five countries of the world and in terms of historical attractions. In this regard, the strategic and key role of tourism in the regional development is evident. The lack of suitable programs by tourism organizations and tourisms and the reluctance of private sector investment in the lack of facilities and facilities for tourists have made industry Tourism in these areas will be underdeveloped. The current research on Sardasht city has been done considering the potential of tourism and in order to answer these questions: what are the advantages and limitations of tourism development in this region and what are the ways to develop tourism? Strengths and weaknesses, opportunities and threats in tourism,s Sardasht and its suitable and effective strategies?In this research, to identify the strengths and weaknesses and the opportunities and threats in tourists and experts of government departments and organizations. Related to the tourism , hotel industry and recreational agencies in the county and province that had years of experience in this field were interviewed and using the SWOT model and the intersection of these factors together the strategies of WT, WO, ST and SO were determined in four categories. In the next step, to select the best strategy for developing this industry, quantitative Strategic Planning Matrix (QSPM), and to determine the weight of the factors, a SWOT questionnaire based on the Likert scale was designed as 5 options and was designed by 50 sampel. The study area has been completed. Quantitative Strategy Planning Matrix (QSPM) have shown that due to the strengths
خلاصه ماشینی:
براي انتخاب بهترين استراتژي جهت توسعۀ اين صنعت ، ماتريس برنامه ريزي استراتژيک کمي (QSPM) و براي تعيين وزن هاي عوامل پرسش نامه اي SWOT بر اساس مقياس ليکرت به صورت پنج گزينه اي طراحي و توسط پنجاه نفر از کارشناسان و خبرگان گردشگري تکميل شد.
در نهايت ، با تنظيم عوامل استراتژيک داخلي و خارجي، که مبنا و پايه در تدوين استراتژيهاست ، ماتريس SWOT استخراج و بر اساس آن ماتريس هاي برنامه ريزي استراتژيک کمي، استراتژيها، و اولويت هاي مناسب توسعۀ گردشگري شهرستان سردشت مشخص و رهيافت هاي حاصل از اين تجزيه و تحليل ها به عنوان استراتژيهاي راهگشا ارائه شده است .
اولويت استراتژيهاي منتج از ماتريس برنامه ريزي استراتژيک (QSPM) صنعت گردشگري شهرستان سردشت استراتژيها نمرٔە جذابيت عوامل داخلي نمرٔە جذابيت عوامل خارجي نمرٔە کل رتبه (رجوع شود به تصویر صفحه) پس از تحليل هاي انجام گرفته در اين بخش از پژوهش ، راهبرد WO٣ـ که تقويت و ارتقاي سطح زيرساخت ها، حمل و نقل ، و خدمات گردشگري در راستاي رفاه و توسعۀ گردشگري پيشنهاد مي کندـ با امتياز ٤/٦٥٦ به منزلۀ راهبرد اولويت اول انتخاب شد.
Ebrahimzadeh, Isa and Aghassizadeh, Abdullah, 2009, Analysis of factors affecting tourism development in Chabahar coastal area using SWOT strategic management model.
W. , 2010, Strength- Weakness- Opportunities- Threats Analysis of Penang National Park for Strategic Ecotourism Management, World Applied Sciences Journal 10 (Special Issue of Tourism & Hospitality).
Mafi, Ezatollah and Saghaei, Mehdi, 2009, Application of MS-SWOT model in analysis tourism management, case study: Mashhad metropolis.
and Naser, Ali, 2010, SWOT analysis on Oman Tourism a case study, Journal of economic development, Vol. 2.