طراحی مدل توسعه مزیت رقابتی در صنعت گردشگری ورزشی شمال کشور

ﻣﻘﺪﻣﻪ: ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ در ﮔﺮدﺷﮕﺮی ﻣﻮﺟﺐ ﻣﯽﺷﻮد ﮐﻪ ﯾﮏ ﻣﻘﺼﺪ در ﻧﻈﺮ ﮔﺮدﺷﮕﺮان ﺧﻮد ﺟﺬابﺗﺮ از رﻗﺒﺎ ﺑﻪﻧﻈﺮ ﺑﺮﺳﺪ. ﺑﺎ وﺟﻮد اﯾﻨﮑﻪ ﺷﻨﺎﺳﺎﯾﯽ و ﺗﺤﻠﯿﻞ ﻣﺰﯾﺖﻫﺎی رﻗﺎﺑﺘﯽ ﺟﺰو اﻟﺰاﻣﺎت اﺻﻠﯽ ﮐﺴﺐوﮐﺎرﻫﺎی ﺣﻮزه ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮی ورزﺷﯽ ﻣﯽﺑﺎﺷﺪ اﻣﺎ ﺗﺎﮐﻨﻮن ﭼﺎرﭼﻮب ﺑﻮﻣﯽ ﺟﻬﺖ ﺗﺤﻠﯿﻞ آن اراﺋﻪ ﻧﺸﺪه اﺳﺖ. از اﯾﻦ رو ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﻃﺮاﺣﯽ ﻣﺪل ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﺑﻪ ﺻﻮرت ﻣﻮردی در ﺻﻨﻌﺖ ﺗﻮرﯾﺴﻢ ورزﺷﯽ ﺷﻤﺎل ﮐﺸﻮراﺳﺖ. روش ﺷﻨﺎﺳﯽ: روش ﺗﺤﻘﯿﻖ از ﻧﻮع ﺗﻮﺻﯿﻔﯽ - ﻫﻤﺒﺴﺘﮕﯽ ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری ﺷﺎﻣﻞ ﺻﺎﺣﺐﻧﻈﺮان و ﻣﺘﺨﺼﺼﺎن ﮔﺮدﺷﮕﺮی ورزﺷﯽ در ﺷﻤﺎل ﮐﺸﻮر ﻣﯽﺑﺎﺷﺪ. ﻧﻤﻮﻧﻪ آﻣﺎری ﺑﻪ ﺗﻌﺪاد ﻗﺎﺑﻞ ﮐﻔﺎﯾﺖ ﺟﻬﺖ آزﻣﻮن ﻣﺪل ﺑﻪ روش ﻫﺪﻓﻤﻨﺪ و در دﺳﺘﺮس (ﻧﻤﻮﻧﻪﮔﯿﺮی ﻗﻀﺎوﺗﯽ از ﻣﺪﯾﺮان، اﺳﺎﺗﯿﺪ، ﮐﺎرآﻓﺮﯾﻨﺎن و ...) اﻧﺘﺨﺎب و ﻧﻈﺮﺧﻮاﻫﯽ ﮔﺮدﯾﺪ (246 ﻧﻔﺮ). اﺑﺰار ﭘﮋوﻫﺶ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﺑﺮ اﺳﺎس ﻣﻄﺎﻟﻌﻪ ﮐﺘﺎﺑﺨﺎﻧﻪای و ﻣﺼﺎﺣﺒﻪﻫﺎی ﻧﯿﻤﻪ اﮐﺘﺸﺎﻓﯽ ﻫﺪاﯾﺖ ﺷﺪه اﺳﺖ. رواﯾﯽ ﻣﺤﺘﻮاﯾﯽ اﺑﺰار ﺑﺎ اﺳﺘﻔﺎده از ﻧﻈﺮ ﻣﺘﺨﺼﺼﺎن (11 ﻧﻔﺮ)، ﭘﺎﯾﺎﯾﯽ آن ﺑﺎ اﺳﺘﻔﺎده از روش آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ (0/92) و رواﯾﯽ ﺳﺎزه آن ﺑﺎ اﺳﺘﻔﺎده از ﺷﺎﺧﺺﻫﺎی ﺑﺮازش ﻣﺪل ارزﯾﺎﺑﯽ و ﺗﺎﺋﯿﺪ ﮔﺮدﯾﺪ و از ﻧﺮماﻓﺰار smart pls ﺑﺮای ﺗﺤﻠﯿﻞ دادهﻫﺎ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ: ﻋﻮاﻣﻞ ﺷﻨﺎﺳﺎﯾﯽ و در ﭼﻬﺎر ﻣﻨﻈﺮ اﺻﻠﯽ ﺷﺎﻣﻞ ﻣﻨﺎﺑﻊ، ﻗﺎﺑﻠﯿﺖﻫﺎ، اﺳﺘﺮاﺗﮋیﻫﺎ و ﻣﺰﯾﺖﻫﺎی رﻗﺎﺑﺘﯽ ﭼﺎرﭼﻮبﺑﻨﺪی ﺷﺪهاﻧﺪ. ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ﻧﺸﺎن داد ﮐﻪ ﻣﻨﺎﺑﻊ رﻗﺎﺑﺘﯽ ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺎ ﺿﺮاﯾﺐ(β) 0/78 ،0/40 و 0/21 ﺑﺮ ﻗﺎﺑﻠﯿﺖﻫﺎی رﻗﺎﺑﺘﯽ اﺛﺮ ﻣﺜﺒﺖ، ﻣﺴﺘﻘﯿﻢ و ﻣﻌﻨﯽدار دارد و ﻫﻤﭽﻨﯿﻦ اﺳﺘﺮاﺗﮋیﻫﺎی رﻗﺎﺑﺘﯽ ﺑﺎ ﺿﺮاﯾﺐ 0/582 و 0/348 ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺮ ﻗﺎﺑﻠﯿﺖﻫﺎی رﻗﺎﺑﺘﯽ و ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ دارای اﺛﺮ ﻣﺜﺒﺖ، ﻣﺴﺘﻘﯿﻢ و ﻣﻌﻨﯽدار دارﻧﺪ. ﻗﺎﺑﻠﯿﺖﻫﺎی رﻗﺎﺑﺘﯽ ﻧﯿﺰ ﺑﺎ ﺿﺮﯾﺐ 0/454 ﺑﺮ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ اﺛﺮ ﻣﻌﻨﯽداری دارﻧﺪ. ﻧﺘﯿﺠﻪﮔﯿﺮی: ﺑﺮ اﺳﺎس ﯾﺎﻓﺘﻪﻫﺎ، ﻣﻨﺎﺑﻊ رﻗﺎﺑﺘﯽ ﺑﻪ ﺧﻮدی ﺧﻮد ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﻣﺆﺛﺮی ﻣﺤﺴﻮب ﻧﻤﯽﺷﻮﻧﺪ و از ﻃﺮﯾﻖ اﺳﺘﺮاﺗﮋیﻫﺎی ﻣﻨﺎﺳﺐ و ارﺗﻘﺎی ﻗﺎﺑﻠﯿﺖﻫﺎی آن ﻣﻨﺠﺮ ﺑﻪ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﭘﺎﯾﺪار ﻣﯽﺷﻮﻧﺪ. از اﯾﻦ رو ﻓﻌﺎﻻن ﺑﺎزار ﮔﺮدﺷﮕﺮی ورزﺷﯽ ﻧﺒﺎﯾﺪ ﺗﻨﻬﺎ ﺑﻪ داﺷﺘﻦ ﻣﻨﺎﺑﻊ رﻗﺎﺑﺘﯽ اﮐﺘﻔﺎ ﮐﻨﻨﺪ و ﺑﺎﯾﺪ ﺑﻪ اﺗﺨﺎذ راﻫﺒﺮدﻫﺎ و ﺗﻮﺳﻌﻪ ﮐﺎرﮐﺮدﻫﺎی ﻣﻨﺎﺑﻊ ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﺑﺎزار ﻫﺪف اﻗﺪام ﻧﻤﺎﯾﻨﺪ.

designing developed model of competitive sport tourism industry in the north of the iran

abstract intruduction: competitive advantage in tourism is something a destination that makes tourist look more attractive than your competitors. the competitive advantage in the tourism and sport industry is very important. sports tourism is an emerging and common area of sports and tourism. although identifying and analyzing competitive advantages is one of the main tasks of the business of the field of sports tourism industry, so far, the native framework for its analyze have not been provided.therefore the purpose of this research is to design a competitive advantage model in the sport tourism industry as a case study in the north of the iran. methodology: the research method is descriptive-correlational. the statistical population includes experts and specialists of sports tourism in the north of the country. the statistical sample was selected and consulted with sufficient numbers (246 people) for the purpose of model testing in atargeted and available method (judgment sampling from managers, professors, entrepreneurs and ...).the research instrument was a researcher-made questionnaire which is based on a library study and guided semi-exploratory interviews. the content validity of the tool was evaluated by 11experts, its reliability was calculated by using cronbach's alpha (0.92), and the validity of the construct was evaluated confirmed by using the fitting indexes of the model and used by smart pls for analysis of the data. result: all factors are identified and comprised in four main perspectives including resources, capabilities, strategies and competitive advantage of framing. the results of the path analysis showed that competitive resources had positive, direct and significant effects with coefficients of 0.41, 0.78 and 0.21, respectively, and competitive strategies have a positive, direct and significant effect on competitive ability and competitive advantage with coefficients of 0.582 and 0.348 respectively. competitive capabilities also have a significant effect on the competitive advantage with a coefficient of 0.445. conclusion: according to the findings, competitive resources, automatically do not have any an effective competitive advantage and, through appropriate strategies and enhancing their capabilities lead to sustainable competitive advantage. therefore, sports tourism market participants should not only have competitive resources and they must adopt strategies and develop the functions of resources appropriate to the target market.