تحلیل عوامل موثر بر توسعه‌ی گردشگری کشاورزی (مطالعه موردی: شهرستان محلات )

گردشگری امروزه از جمله اولین فعالیت‌ها جهت اشتغال‌زایی و درآمدزایی در جهان محسوب می‌شود در سال‌های اخیر با رشدی شتابان جایگاه ویژه‌ای پیدا کرده است. صنعت گردشگری به دلیل ماهیت چتر گونه خود دارای انواع گوناگونی است و به بخش‌های متفاوتی تقسیم می‌شود که یکی از زیر مجموعه‌های آن گردشگری کشاورزی است. یکی از مهم ترین شروط برنامه‌ریزی و توسعه گردشگری، شناسایی عوامل موثر بر توسعه آن است. شهرستان محلات به دلیل برخورداری از جاذبه‌های زیبا و کم‌نظیر کشاورزی، به‌ویژه مزارع و باغات پرورش گل و گیاه قابلیت‌های فراوانی در زمینه گردشگری کشاورزی دارد. بنابراین برنامه ریزی و توسعه گردشگری گل و گیاه در شهرستان محلات نیازمند توجه به ابعاد مختلف تاثیرگذار بر توسعه این نوع گردشگری است که یکی از وجوه آن مساله عوامل موثر بر توسعه گردشگری کشاورزی است. در این راستا هدف از پژوهش حاضر تعیین وزن هر یک از شاخص‌های موثر بر توسعه‌ی گردشگری‌کشاورزی شهرستان محلات است. این پژوهش از نوع پژوهش های توصیفی – تحلیلی است و از نظر هدف یک پژوهش کاربردی است. جامعه آماری پژوهش را مسئولین و صاحب‌نظران شهرستان محلات در حوزه گردشگری تشکیل می‌دهند. برای تجزیه و تحلیل داده‌ها از روش فرایند تحلیل سلسله مراتبی فازی (fahp) استفاده گردید. نتایج پژوهش حاکی از آن است که عوامل فرهنگی اجتماعی با ضریب (0.768) تاثیر گذارترین عامل برتوسعه گردشگری کشاورزی می‌باشد از این منظر قطب گردشگری با ضریب تاثیر (0.768)، فرهنگ سازی ضریب تاثیر (0.768) و تبلیغات ضریب تاثیر (0.768) بیشترین نقش را در توسعه گردشگری کشاورزی شهرستان محلات دارا می‌باشند.

the effective factors on the development of agro tourism (case study: mahalat county)

introduction agricultural tourism is one of the rural tourism types that has significantly developed in developed countries in the two recent decades. mahalat enjoys a very appropriate ground for the development of agritourism that results from the significant capabilities of this province at growing ornamental flowers and plants as well as the existence of the gardens of growing flowers and plants. in addition, the province can be considered as a major focus of tourist attraction in agritourism. therefore, if proper and principled planning for tourist attraction is made, this industry can be a driving force for dynamic economy as well as a cheap and economical tool for development; by creating job opportunities, it entails investment that increases the welfare and standard level of people's life living in the area. finally, it significantly helps the social and economic development of this province. in this regard, the aim of conducting the present study is to identify the effective factors on agritourism development in mahalat province.methodology the study method is descriptive analytical in this research and data were collected through library and survey. the statistical population of the study includes authorities and experts of mahalat province in tourism area. excel software has been used to perform paired comparisons, generate hierarchy, and calculate the weight of each factor in the phased hierarchical process. in order to give weight to criteria and sub criteria, the phased paired comparison was used; for this purpose, a questionnaire was designed and completed. in this questionnaire, the eighteen factors influencing the studied agritouism development were completed and then weight was given to the factors by excel software. next, according to theoretical framework, the criteria of agritourism development were investigated and extracted and then the sub criteria were identified based on them. therefore, based on the conducted research on factors affecting the development of agritourism, the criteria of agritourism development in three criterion of sociocultural with 6 sub criteria, the criterion of economic development with 5 sub criteria, and the physical environmental criterion with 7 sub criteria were examined. result and discutionthe results of the paired comparison of the criteria and sub criteria indicate that the sociocultural factors with the coefficient of 0.768 are the most influential factors on agritourism and the tourism pole with the impact factor of (0.518), building culture with the impact factor of (0.178), and advertisement with the impact factor of (0.144) play the most roles in agritourism development among the sociocultural factors. the economic factor with the impact factor of (0.183) comes in the second place of importance and the income generating index with the impact factor of (0.388), marketing with the impact factor of (0.327), and investment with the impact factor of (0.101) have gotten the most weight among the three economic factors. furthermore, the physical environmental factors with the impact factor of (0.049) has the least weight in agritourism development. three indices of landscape view of the city with the impact factor of (0.515), the sustainability of the environment with the impact factor of (0.222), and the environmental protection with the impact factor of (0.126) have gotten the most weight among the physical environmental factors.conclusionthe present study aimed at identifying the factors affecting agritourism development in mahalat province. therefore, fahp method was used to evaluate the importance value of the factors affecting agritourism development. according to the paired comparison of the criteria and sub criteria, the sociocultural factor with the impact factor of (0.768) is the most influential factor on agritourism development in mahalat province. from this perspective, tourism pole with the impact factor of (0.518), building culture with the impact factor of (0.178), and advertisement with the impact factor of (0.144) play the most roles in agritourism development. thus, consideration of sociocultural factor is mentioned as an inevitable necessity in agritourism dynamics. in addition, the economic factor with the impact factor of (0.183) comes in the second place of importance and the physical environmental factor with the impact factor of (0.049) has gotten the least weight in agritourism development. suggestions: adopting sustainable tourism practices in which protection of cultural heritage, preservation of visual landscape, management of natural landscapes and preservation of farmland for future generations are encouraged. creating conditions for a determined foundation and increasing the identitiy of societies as well as emphasizing on the importance of agriculture in rural areas by the authorities in mahalat province. promotion of local customs and traditions and recreational facilities of mahalat province as well as creating specific infrastructures to develop agriculture planning in line with economic revitalization according to the potentials of mahalat province in agricultural context that in turn result in maintenance of the youth working in agriculture and enhancement of local economies