چکیده:
ﺟﻬﺎن اﻣﺮوزی ﺑﻪ ﻟﯿﻞ ﻧﻘﺸﯽ ﻣﻬﻢ رﺳﺎﻧﻪ ﻫﺎ در آﮔﺎﻫﯽ ﺑﺨﺸﯽ ﺑﻪ ﺟﺎﻣﻌﻪ و ﮐﺎرﮐﺮدﻫﺎی رﻫﺒﺮی و آﻣﻮزﺷﯽ آن، ﻋﺼﺮ رﺳﺎﻧﻪ ﻧﺎم گرفت. در دنیای امروز این نقش بر کسی پوشیده نیست و از کارکردهای رسانه ها در عصر امروز بستر سازی برای آموزش و هدایت جامعه است که با برنامه ریزی های استراتژیک و هدفمند می توان از آن به نحو شایسته ای بهره وری مناسب داشت. گردشگری به عنوان صنعتی مهم در توسعه اقتصادی کشورها ازجمله مباحثی است که نیازمند جدی به کارکرد و همراهی رسانه ها دارد و از یک سو و با توجه به برخورداری ایران از جاذبه های متنوع گردشگری که آنرا در ردیف کشورهای پرجاذبه دﻧﯿﺎ ﻗﺮار داده اﺳﺖ و از ﺳﻮی دﯾﮕﺮ اﯾﻦ ﮐﺸﻮر ﺑﺎ دارا ﺑﻮدن ﺑﯿﺶ از 2000 ﻋﻨﻮان رﺳﺎﻧﻪ ﻣﮑﺘﻮب در ﮐﻨﺎر ﺳﺎﯾﺮ رﺳﺎﻧﻪ ﻫﺎی ﺣﻮز ﻓﻀﺎی ﻣﺠﺎزی و ﺑﺮﺧﻮرداری از ﺗﮑﻨﻮﻟﻮژی ارﺗﺒﺎﻃﯽ و ﺻﺪا و ﺳﯿﻤﺎ ﮐﻪ ﺑﺨﺶ ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ از آﻧﺎن درﮔﺴﺘﺮه ﻫﺎی ﻣﺤﻠﯽ ﺑﺎ ﺟﻐﺮاﻓﯿﺎی ﻣﺤﺪودﺗﺮ ﺑﺎ ﻫﺪف ﭘﻮﺷﺶ ﺟﺎﻣﻌﻪ ﻫﺪف ﻣﺤﻠﯽ ﻓﻌﺎﻟﯿﺖ دارﻧﺪ اﯾﻦ ﻇﺮﻓﯿﺖ را دارد ﺗﺎ از اﯾﻦ اﺑﺰارﻫﺎی اﻃﻼع رﺳﺎﻧﯽ در زﻣﯿﻨﻪ ﻣﻌﺮﻓﯽ ﺗﻮاﻧﻤﻨﺪی ﻫﺎی ﮔﺮدﺷﮕﺮی و اﺳﺘﻔﺎده از اﯾﻦ ﻇﺮﻓﯿﺖ ﻫﺎ ﺑﺮای ﺗﻮﺳﻌﻪ اﻗﺘﺼﺎدی ﺑﻬﺮه وری ﻣﻨﺎﺳﺐ داﺷﺘﻪ ﺑﺎﺷﺪ. در اﯾﻦ ﻣﻘﺎﻟﻪ ﮐﻪ ﺑﺎ موﺿﻮع ﻧﻘﺶ رﺳﺎﻧﻪ ﻣﺤﻠﯽ در ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮی ﺑﻮﻣﯽ ﺑﺎ ﻣﻮﺿﻮع اﺳﺘﺎن ﮔﯿﻼن اﻧﺠﺎم ﮔﺮﻓﺘﻪ، ﺗﻼش ﺷﺪه اﺳﺖ ﺗﺎ ﺿﻤﻦ ﻣﻌﺮﻓﯽ ﺟﺎذﺑﻪ ﻫﺎی ﮔﺮدﺷﮕﺮی و ﻇﺮﻓﯿﺖ ﻫﺎی اﻃﻼع رﺳﺎﻧﯽ ﮔﯿﻼن ﺑﻪ ﻋﻨﻮان ﮔﻮﺷﻪ ای از ﻇﺮﻓﯿﺖ ﻫﺎی ﻫﺮ دو ﺣﻮزه در ﮐﺸﻮر ﺑﻪ ﺑﯿﺎن راﻫﮑﺎرﻫﺎی ﺑﺮای ﺗﻠﻔﯿﻖ اﯾﻦ دو ﻇﺮﻓﯿﺖ در راﺳﺘﺎی ﺑﻬﺮه وری ﻣﻨﺎﺳﺐ در ﺗﻮﺳﻌﻪ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮی اﻧﺠﺎم ﮔﯿﺮد. ﺑﺮ اﯾﻦ اﺳﺎس ﺑﺎ اﺳﺘﻔﺎده از اﺳﺘﺪاﻻل داده ﻫﺎﯾﯽ ﮐﻪ از ﻃﺮﯾﻖ ﻣﻄﺎﻟﻌﺎت ﻣﯿﺪاﻧﯽ و ﻣﻨﺎﺑﻊ ﮐﺘﺎﺑﺨﺎﻧﻪ ای ﺑﺎ روش ﺗﻮﺻﯿﻔﯽ و ﺗﺤﻠﯿﻠﯽ اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ ﺑﻪ ﭘﺮﺳﺶ ﺗﺤﻘﯿﻖ ﮐﻪ ﺑﯿﺎﻧﮕﺮ ﺗﺎﺛﯿﺮ رﺳﺎﻧﻪ ﻫﺎی ﻣﺤﻠﯽ در ﻣﻌﺮﻓﯽ و ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮی ﺑﻮﻣﯽ اﺳﺘﺎن ﮔﯿﻼن اﺳﺖ ﭘﺎﺳﺦ داده ﺷﺪ اﺳﺖ و ﻓﺮﺿﯿﻪ آن ﮐﻪ ﻧﺎدﯾﺪه ﮔﺮﻓﺘﻦ رﺳﺎﻧﻪ ﻫﺎی ﻣﺤﻠﯽ در زﻣﯿﻨﻪ اﻃﻼع رﺳﺎﻧﯽ و ﻣﻌﺮﻓﯽ ﻇﺮﻓﯿﺖ ﻫﺎی ﮔﺮدﺷﮕﺮی ﺑﻮﻣﯽ ﻣﯽ ﺗﻮاﻧﺪ موجب طولانی تر شدن فرایند توسعه گردشگری و محدود شدن آن در توسعه اقتصادی استان گیلان شود به اثبات رسیده است.
The modern world for important role of media in society’s awareness as well as leadership and educational
functions called the media era. In today's world, this role is not overlooked by anyone, the functions of the media
in today's era are is providing the context for educating and guiding society, which can be properly utilized with
strategic and targeted planning. Tourism as an important industrial sector in the country's economic development
is one of the debats that needs serious attention to the media and, on the one hand, and due to Iran's enjoyment of
the diverse tourist attractions that rank it in the most vibrant countries of the world, and from The other side of
the country has over 2000 media titles along with other cyber media and communications and audiovisual
technology, with a significant proportion of them in limited geographical areas with the aim of covering the
community's local target of activity have the capacity to use awareness tools for introducting capacity of tourism
as well as for productivity economic development.
In this studwhich deals with the role of local media in the development of indigenous tourism at Gilan province,
it has been attempted to introduce some tourist attractions and informational capacities of Gilan as a corner of
the capacities of both areas in the countryn line with the appropriate productivity in the development of the
tourism industry. For this purpose, using the data from the field studies and library resources through a
descriptive and analytical method, a research question that has shown the effect of local media on the
introduction and development of native tourism in Guilan province has been answered, and its hypothesis It has
been proven that ignoring local media in the field of informing and introducing indigenous tourism capacities
could prolong the process of tourism development and limit its scope to economic development in the province
of Guilan.