پژوهش‌های جغرافیای اقتصادی

پژوهش‌های جغرافیای اقتصادی

تحلیل عوامل موثر بر توسعه گردشگری سلامت با تاکید بر بازاریابی سبز، مطالعه موردی: شهر زنجان

نوع مقاله : علمی-پژوهشی

نویسندگان
1 دانشجوی کارشناسی ارشد جغرافیا و برنامه‌ریزی گردشگری، گروه جغرافیا، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
2 استادیار جغرافیا و برنامه‌ریزی روستایی، گروه جغرافیا، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
چکیده
 آمارهای سازمان جهانی گردشگری نشان می‌دهد که گردشگری به‌عنوان یک بخش مهم اقتصادی به‌سرعت در حال رشد است و تأثیرات قابل‌توجهی بر توسعه فردی و اجتماعی و همچنین ارزش اقتصادی نهفته در چشم ­انداز درآمد و توسعه شغلی دارد. گردشگری سلامت یکی از مهم­ ترین بخش‌های بازار صنعت گردشگری است و در سراسر جهان به‌سرعت در حال رشد است. در همین راستا در تحقیق حاضر به شناخت عوامل مؤثر بر توسعه گردشگری سلامت با تأکید بر بازاریابی سبز در شهر زنجان پرداخته خواهد شد. تحقیق حاضر ازنظر نوع کاربردی و ازنظر ماهیت توصیفی- تحلیلی می‌باشد. داده‌های کیفی با استفاده از ابزار مصاحبه و روش تحلیل محتوا با رویکرد تئوری داده بنیاد و با استفاده از نظرات نخبگان، کارشناسان و فعالان بخش گردشگری استان زنجان و با استفاده از روش نمونه‌گیری گلوله برفی جمع‌آوری‌شده و مورد تجزیه‌وتحلیل قرارگرفته است که جامعه آماری پژوهش شامل سه گروه مدیران هتل (11 نفر)، راهنمایان تور (27 نفر) و گردشگران (380 نمونه) هست، تجزیه‌وتحلیل داده‌ها با استفاده از آمار توصیفی و استنباطی (تی تک­ نمونه‌ای) انجام شد. یافته‌های مربوط به قسمت بازار و بازاریابی گردشگری استان زنجان نشان‌دهنده وضعیت نامطلوب این عنصر حیاتی در توسعه گردشگری استان است و ‌نتایج نشان می‌دهد وضعیت محصولات گردشگری استان بنا به دلایل متعدد توان بازاریابی مناسب و مطلوب جهت جذب گردشگر در سطح توان‌های استان زنجان را دارا نمی‌باشند. یکی از معیارهای کلیدی در بازاریابی محصولات گردشگری استان معیار مالی است و همچنین اعتبار برند و سنجش آن مؤلفه مؤثری بر ارزیابی عملکرد بازاریابی در صنعت گردشگری است. جهت تحلیل و بررسی مطلوبیت شاخص‌های بازاریابی آمیخته از آزمون تی‌تک­نمونه‌ای استفاده شده است، بر همین اساس نتایج این آزمون نشان می‌دهد، پایین‌ترین میانگین عددی مربوط به شاخص محصول با میانگین 2/30 و شاخص شواهد و امکانات فیزیکی با میانگین 30/2 و بالاترین میانگین مربوط به شاخص‌های قیمت با میانگین 2/62 و مردم و کارکنان با میانگین 2/54 است. همچنین میانگین عددی بازاریابی برابر با 2/43 است.
کلیدواژه‌ها

عنوان مقاله English

Analysis of factors affecting the development of health tourism with an emphasis on green marketing, case study: Zanjan city

نویسندگان English

Mohammadreza Nemati 1
Mehdi Cheraghi 2
Amirhossein Barkhordari 1
1 MSc. Geography and Tourism Planning, Department of Geography, Faculty of Humanities, University of Zanjan , Zanjan, Iran.
2 Assistant Professor of Geography and Rural Planning, Department of Geography, Faculty of Humanities, University of Zanjan , Zanjan, Iran.
چکیده English

The statistics of the World Tourism Organization show that tourism as an important economic sector is growing rapidly and has significant effects on individual and social development as well as the economic value hidden in the perspective of income and job development. Health tourism is one of the most important market segments of the tourism industry and is growing rapidly all over the world. In this regard, in the present research, the factors affecting the development of health tourism will be investigated with an emphasis on green marketing in Zanjan city. The current research is applied in terms of type and descriptive-analytical in nature. Qualitative data has been collected and analyzed using the interview tool and content analysis method with the foundation's data theory approach and using the opinions of elites, experts and activists of the tourism sector of Zanjan province and using the snowball sampling method. The research statistics include three groups of hotel managers (11 people), tour guides (27 people) and tourists (380 samples). Data analysis was done using descriptive and inferential statistics (one-sample t-test). The findings related to the market and marketing of tourism in Zanjan province show the unfavorable situation of this vital element in the tourism development of the province, and the results show that the tourism products of the province do not have the proper and favorable marketing power to attract tourists at the level of the capabilities of Zanjan province due to many reasons. One of the key criteria in the marketing of tourism products of the province is the financial criterion, as well as the brand reputation and its measurement is an effective component in evaluating the marketing performance in the tourism industry. In order to analyze and check the desirability of mixed marketing indicators, a sample T-Tech test has been used, based on this, the results of this test show that the lowest numerical average is related to the product index with an average of 2.30 and the evidence and physical facilities index with an average of 2.30 and the highest average is related to The price index has an average of 2.62 and the people and employees have an average of 2.54. Also, the numerical average of marketing is equal to 2.43.

کلیدواژه‌ها English

Sustainable tourism
responsible tourism
tourism development
qualitative research
Zanjan city
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دوره 3، شماره 10
زمستان 1401
زمستان 1401
صفحه 15-34

  • تاریخ دریافت 25 بهمن 1401
  • تاریخ بازنگری 15 اسفند 1401
  • تاریخ پذیرش 23 اسفند 1401