بررسی و ارزیابی عوامل موثر بر بهبود توسعه خدمات گردشگری در شهر شیراز

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 تاثیرگذارترین 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 تاثیرگذار مدنظر قرار دادند. بدین ترتیب با توجه به تحلیل صورت گرفته از همه جوامع مورد بررسی، مشخص شد که عامل اقتصادی به عنوان تاثیرگذارترین 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.

investigation and evaluation of effective factors on improving the development of tourism services in shiraz

the current research seeks to develop strategies for the development of tourism services, so thatby evaluating these variables, the performance of officials and managers from the perspectiveof the people, experts, tourists and trustees of shiraz city, in relation to the development ofurban tourism services, and practical solutions for improvement. the existing situation and thesatisfaction of tourists should be presented as a result. the goal is to identify points and factorsthat have positive effects in relation to the provision of services, in relation to the developmentof tourism. therefore, this research will be carried out with the aim of developing strategies forthe development of tourism services in shiraz to scientifically analyze the gap between theexpectations and perceptions of foreign and domestic tourists from the tourism service centersof shiraz and develop practical strategies to improve services.introduction: the purpose of this study is to find strategies for the development of tourismservices in the city of shiraz, which has been done by descriptive-analytical method.this studyis an applied research. in order to collect data, two methods based on questionnaire and librarywere used.methodology: the statistical population of this study consists of four groups oftourists(sample: ٣٧٢are based on the formula of cochran), experts and specialists in tourismprofession (sample: census method), municipal trustees (sample: census method) and the nativepopulation of shiraz city (sample: ٣5٢are based on the formula of cochran). statistical methodsof 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 researchhypotheses. also, swot strategic model has been used to analyze the strengths, weaknesses,opportunities and threats and provide tourism development strategies, and then the quantitativematrix (qspm) has been used to score the analyzed indicators. it should be mentioned that inthe statistical analysis of the research questionnaires, the powerful statistical software spss19and 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 tourismservices 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 themost influential factor in developing tourism services in shiraz city; the results also showed thata defensive strategy based on growth (growth and development)in order to reduce internalweaknesses and avoid threats posed by the external environment to develop tourism services inshiraz city.conclusion: the findings of the present research can help city officials and managers in raisingthe level of development of urban tourism services and increasing local satisfaction as well asthe satisfaction of tourists with the least environmental damage.