عوامل جذب گردشگران رویداد به جشنواره‌های محلی (مورد مطالعه: جشنواره گل و گلاب میمند فارس)

گردشگری رویدادهای محلی، یکی از انواع گردشگری است که می‌تواند نقش مهمی در توسعه پایدار اقتصادی و اجتماعی جوامع داشته باشد. بااین‌وجود، این موضوع علی‌رغم وضوح و ضرورت خود کمتر مورد توجه قرار گرفته ‌است. جشنواره گل‌وگلاب میمند فارس یکی از این رویدادهایی است که هر ساله در فصل بهار برگزار می‌شود. هدف این مطالعه، شناسایی عوامل جذب گردشگران به این رویداد ‌است. بدین منظور ابتدا عوامل جذب گردشگر به رویدادها با تحلیل محتوای کیفی استخراج شدند و در ادامه نظرات گردشگران در قالب روش‌شناسی کیو گردآوری شده ‌است. جامعه آماری در بخش اول این مطالعه، اسناد و خبرگان این حوزه و در روش کیو، گردشگران جشنواره گل‌وگلاب میمند در بهار 1402 بوده‌اند. در نهایت، چارچوب مفهومی از عوامل اثرگذار بر گرایش مشتریان شامل 50 شاخص در 15 مولفه ارائه گردید. همچنین، تحلیل کمی داده‌های کیو نشان می‌دهد برای گروه اول از گردشگران دسترسی، مهمان‌نوازی و گذراندن اوقات با دوستان، در گروه دوم، تعاملات اجتماعی و کیفیت رویداد، در گروه سوم، انگیزه‌های میهن‌پرستانه و یادگیری و در گروه چهارم، تجربه و لذت از رویداد اهمیت داشته‌ است. در عین حال جاذبه‌های طبیعی و لذت‌جویی از محیط جشنواره برای همه گردشگران مهم بوده ‌است که این نتایج می‌تواند زمینه‌ای برای تدوین استراتژی‌های بازاریابی رویدادهای گردشگری محلی باشد.

the factors attracting event tourists to local festivals (case study: flower and rosewater festival, meymand, iran)

local event tourism is one of the types of tourism that can play an essential role in the sustainable economic and social development of communities. however, this issue has received less attention. meymand fars flower and rose festival is one of these events held every year in the spring season. this study aims to identify the factors that attract tourists to this event. for this purpose, the factors attracting tourists to the events were extracted by qualitative content analysis and then the tourists’ opinions. finally, a conceptual framework ofinfluencing factors on customers’ tendencies, including 50 indicators in 15 components, was presented. also, the quantitative analysis of q data shows that accessibility, hospitality, and spending time with friends were essential for the first group of tourists, social interactions and event quality were necessary for the second group, patriotic and learning motives were important for the third group, and experience and enjoyment of the event were necessary for the fourth group. at the same time, natural attractions and enjoyment of the festival environment have been essential for all tourists, and these results can be a basis for formulating marketing strategies for local tourism events.introductionduring the last two decades, the tourism industry has increasingly strengthened the local economy due to its high diversity and convenient access. in addition, the development of the tourism industry causes benefits such as increasing the employment and income of residents, improving transportation, and, most importantly, protecting the cultural heritage of local communities. one of the types of tourism is event tourism, which has grown significantly in recent years. event tourism is a form of travel with special interests in which people visit a special event to attend or along with their trip. one of the important products in tourism development has been an event in the form of cultural festivals. in this regard, local festivals as a branch of cultural events are considered one of travelers’ actions in rural areas. on the other hand, due to its various natural, historical, and cultural attractions, iran is considered one of the most capable countries in the world for organizing such events. for this reason, practical steps can be taken toward the successful development of this type of tourism by more closely examining the events and festivals held in the country. one of these local festivals is the meymand fars flower and rose festival, held every year at the beginning of the rose-picking season for one month in the meymand fars region. in this regard, it will be beneficial to identify the effective factors in attracting tourists to this annual local event, to get a more detailed understanding of the affairs and a deeper understanding of the social, cultural, and economic realities of the region and to plan for the sustainable development of this region. however, this issue has received less attention despite its clarity and necessity. on this subject, the current research seeks to identify the indicators and components influencing the tendency of tourists to visit rural events by using the qualitative content analysis method and providing a conceptual framework of these factors. then, by analyzing the data of meymand flower and rose festival tourists based on the conceptual model, the types of tourists of this local event were identified.materials and methods