چکیده:
هدف این پژوهش یافتن راهبردهایی برای توسعه خدمات گردشگری در شهر شیراز میباشد که به روش توصیفی – تحلیلی انجام گرفته است. پژوهش حاضر از نوع تحقیقات کاربردی است. برای گردآوری دادهها از دو روش میدانی مبتنی بر پرسشنامه و کتابخانهای استفاده شده است. جامعه آماری این تحقیق شامل 4 گروه گردشگران (نمونه: بر اساس فرمول کوکران 372)، کارشناسان و متخصصان حرفه گردشگری (نمونه: شیوه سرشماری)، متولیان به شیوه سرشماری، مردم بومی شهر شیراز (نمونه: بر اساس فرمول کوکران 352) میباشد. برای تجزیه و تحلیل دادهها و آزمون فرضیهها از روشهای آماری تحلیل عاملی استفاده شده است و همچنین در فاز دوم پژوهش جهت تدوین استراتژیهای توسعه شهر، از روش AHP و تکنیک SWOT استفاده شده است. یافتههای تحقیق نشان داد از سه گروه جوامع (گردشگران، کارشناسان، متولیان) دیدگاه اقتصادی را به عنوان تأثیرگذارترین عامل در توسعه خدمات گردشگری دانستند و فقط مردم بومی عامل اجتماعی – فرهنگی را به عنوان با اهمیتترین عامل در توسعه خدمات گردشگری برشمردند و عامل اقتصادی را به عنوان عامل دوم تأثیرگذار مدنظر قرار دادند. بدین ترتیب با توجه به تحلیل صورت گرفته از همه جوامع مورد بررسی، مشخص شد که عامل اقتصادی به عنوان تأثیرگذارترین عامل در توسعه خدمات گردشگری در شهر شیراز میباشد همچنین نتایج نشان داد که راهبردی تهاجمی مبتنی بر (رشد و توسعه) در جهت کم کردن نقاط ضعف داخلی و پرهیز از تهدیدات ناشی از محیط خارجی برای توسعه خدمات گردشگری در شهر شیراز اتخاذ شود.
The current research seeks to develop strategies for the development of tourism services, so that
by evaluating these variables, the performance of officials and managers from the perspective
of the people, experts, tourists and trustees of Shiraz city, in relation to the development of
urban tourism services, and practical solutions for improvement. The existing situation and the
satisfaction of tourists should be presented as a result. The goal is to identify points and factors
that have positive effects in relation to the provision of services, in relation to the development
of tourism. Therefore, this research will be carried out with the aim of developing strategies for
the development of tourism services in Shiraz to scientifically analyze the gap between the
expectations and perceptions of foreign and domestic tourists from the tourism service centers
of Shiraz and develop practical strategies to improve services.
Introduction: The purpose of this study is to find strategies for the development of tourism
services in the city of Shiraz, which has been done by descriptive-analytical method.This study
is an applied research. In order to collect data, two methods based on questionnaire and library
were used.
Methodology: The statistical population of this study consists of four groups of
tourists(sample: 372are based on the formula of cochran), experts and specialists in tourism
profession (sample: census method), Municipal trustees (sample: census method) and the native
population of shiraz city (sample: 352are based on the formula of cochran). statistical methods
of factor analysis were used to analyze the data and test hypotheses; also In this research,
Pearson, Chi-square, and factor analysis were used to analyze the data and test the research
hypotheses. Also, SWOT strategic model has been used to analyze the strengths, weaknesses,
opportunities and threats and provide tourism development strategies, and then the quantitative
matrix (QSPM) has been used to score the analyzed indicators. It should be mentioned that in
the statistical analysis of the research questionnaires, the powerful statistical software SPSS19
and also Excel were used.
Results and discussion: the findings showed that three groups of societies (tourists, experts,
trustees) considered the economic view as the most influential factor in developing tourism
services and only indigenous people identified the socio - cultural factor as the most important
factor in developing tourism services and considered the economic factor as the second factor.
thus, according to the analysis of all societies, it was found that the economic factor was the
most influential factor in developing tourism services in shiraz city; the results also showed that
a defensive strategy based on growth (growth and development)in order to reduce internal
weaknesses and avoid threats posed by the external environment to develop tourism services in
shiraz city.
Conclusion: The findings of the present research can help city officials and managers in raising
the level of development of urban tourism services and increasing local satisfaction as well as
the satisfaction of tourists with the least environmental damage.