شناسایی، تحلیل، رتبه‌بندی معیارهای تاثیرگذار بر گردشگری شهری (مطالعه موردی: شهر شاهرود)

گردشگری شهری گشت‌وگذار در مناطق شهری و کنش متقابل گردشگران میزبان و تولید فضای گردشگری پیرامون سفر به مناطق شهری است. نواحی شهری به علت آنکه جاذبه‌های تاریخی و فرهنگی بسیار زیادی دارند غالباً مقاصد گردشگری مهمی بوده و به‌عنوان مقاصد گردشگری، دارای عملکرد چندمنظوره هستند. این تحقیق باهدف شناسایی، تحلیل و رتبه‌بندی معیارهای تاثیرگذار بر توسعه گردشگری شهری از منظر کارشناسان انجام شده است؛ پژوهش پیشرو از نوع کاربردی و به لحاظ ماهیت و روش توصیفی - تحلیلی است. جمع‌آوری اطلاعات به دو شیوه اسنادی و پیمایشی است که پس از بررسی، شش معیار سیاست‌گذاری و برنامه‌ریزی، عوامل زیرساختی، تبلیغات و رسانه، اقامتی و رفاهی، اقتصادی و مالی و فرهنگی و اجتماعی برگرفته از ادبیات نظری و پیشینه استخراج گردید. پایایی پرسش‌نامه بر اساس آلفای کرونباخ 0.985 و حجم نمونه آماری پژوهش 50 نفر از کارشناسان گردشگری و محدوده پژوهش شهر شاهرود با مساحت 51419 کیلومترمربع است. معیارهای شش‌گانه این پژوهش پس از تحلیل رتبه‌بندی گردیده که معیار سیاست‌گذاری و برنامه‌ریزی با بالاترین میانگین رتبه به‌عنوان رتبه اول معیارها و شاخص شبکه حمل‌ونقل با بالاترین میانگین رتبه به‌عنوان رتبه اول در بین شاخص‌های تاثیرگذار در توسعه گردشگری شاهرود معرفی شدند. در رتبه‌بندی زیر معیارها، شاخص شبکه حمل‌ونقل، بودجه خانواده و شاخص خاطرات خوب سفر و اعتماد به ترتیب با بیشترین میانگین رتبه در رتبه‌های اول تا سوم شاخص‌های تاثیرگذار بر توسعه گردشگری شهری پایدار شاهرود قرار گرفتند و در انتها پیشنهاداتی در زمینه شاخص‌های تاثیرگذار در گردشگری شهری ارائه گردید.

identification, analysis, ranking of criteria affecting urban tourism (case study: shahrood city)

urban tourism is sightseeing in urban areas and the interaction of host tourists and the production of tourism atmosphere around travel to urban areas. due to the fact that they have many historical and cultural attractions, urban areas are often important tourist destinations and as tourist destinations, they have a multi-purpose function. this research was carried out with the aim of identifying, analyzing and ranking the criteria affecting the development of urban tourism from the perspective of experts; the upcoming research is applied and descriptive-analytical in terms of its nature and method. data collection is done in two ways, document and survey, after review, six farctors including policies and planning criteria, infrastructural factors, advertising and media, residential and welfare, economic and financial, cultural and social were extracted from the theoretical and background literature. the reliability of the questionnaire is based on cronbach’s alpha of 0.985 and the statistical sample size of the research is 50 people from tourism experts and the research area is ​​shahrood city with an area of ​​51419 square kilometers. the six criteria of this research were ranked after the analysis, and the policy and planning criteria with the highest average rank were introduced as the first rank of the criteria and the transportation network index with the highest average rank was introduced as the first rank among the influential indicators in the development of shahrood tourism. in the ranking of the following criteria, the transportation network index, family budget, and the index of good travel memories and trust were placed in the first to third ranks of the indicators influencing the development of sustainable urban tourism in shahrood respectively with the highest average rating and finally, suggestions on the influencing indicators in urban tourism presented. extended abstract1-introductiontourism is a set and system of interconnected elements that interact with each other at all stages, their quality and quantity are very important in the rate of growing tourism developments, especially the attraction and satisfaction of tourists. tourism is an economic issue, and as a new industry in the world, it is considered one of the first three sources of income. society’s awareness of tourism has made tourism a very broad concept and a tool for sustainable development. the sustainable development of tourism is one of the best options for moving towards sustainable development, and it is necessary to create sustainable tourism, to recognize the capabilities and opportunity in each region. meanwhile, urban tourism is one of the important components of the tourism industry and is considered the main force in improving the economic and cultural development of cities. urban tourism is the interaction between the tourist and the host and the production of tourism space in relation to traveling to urban areas with different motives and visiting attractions and using tourism services and facilities. the flow of urban tourism is processed in three structural components, which together cause the formation of tourism in cities, many backgrounds have investigated different criteria and indicators in the direction of tourism development. 2-materials and methodsthe scope of research in this study is the city of shahroud, which is located on the northern edge of the desert plain and on the southern slopes of the alborz mountain range between 54 degrees 58 minutes and 57 degrees 30 minutes and latitude between 34 degrees 50 minutes and 37 degrees 47 minutes. it is located and has a unique nature, and without exaggeration, it is a small continent where most of the climatic conditions exist. the current research is practical in terms of its purpose and analytical and descriptive in terms of its nature and method. in this research, a questionnaire has been used as a data collection tool, which contains 30 questions about the research topic. these questions are open and closed. this research has been done in two stages, and in the first stage, the most important effective factors in the development of shahrood tourism are policy-making and planning; infrastructure factors; media; accommodation and welfare factors; economic and financial; cultural and social. for the mentioned 6 criteria, the following criteria are specified. due to the unavailability of the exact number of experts related to tourism, the statistical population of this research was used through available sampling and a questionnaire was prepared for 50 people the reliability of the questionnaire was equal to 0.985 and spss statistical software was used for data analysis. in the second stage, based on friedman’s analytical test and chi-square coefficient, effective factors in the development of sustainable urban tourism were tested. 3- results and discussionthis research has similarities and differences with previous research. the results of the research regarding policy and planning criteria, infrastructural factors, advertising and media, residential and welfare factors, economic and financial, cultural and social factors were surveyed and friedman’s test was used to rank these criteria and it was found that the policy and planning criteria in the first rank of the criteria influencing the sustainable urban tourism of shahrood, followed by the accommodation and welfare criteria was ranked second and the economic and financial criteria ranked the last among the indicators influencing the development of shahrood urban tourism among the indicators of the first criterion, the security index was the first and the expertise and comprehensiveness index in management was the last rank of this criterion which were selected as the indicators with the highest and lowest scores. in the general situation of the indicators, the criterion of policy making and planning has been evaluated positively from the point of view of tourism experts. in the second criterion, the index of the transportation network was determined as the first rank of this criterion, and the index of existing facilities in the city as the rank of the last criterion. in the third criterion, the index of different methods of advertising and media was ranked first and the index of media coverage was ranked last. in the fourth criterion of the tourism information bank index, the first rank of the criterion and the diversity index of service providers were determined as the last rank of the criterion. in the fifth criterion, the family budget index was in the first rank of the criterion, and the government investment index was determined as the last rank of the criterion. in the sixth criterion, the index of good travel memories and trust was ranked first, and the index of cultural competitions and native sports was determined as the last rank of the criterion. 4- conclusionin the general evaluation of the indicators, it was found that the index of the transportation network, family budget, and index of good memories of travel and trust are the first to three indicators that influence the development of sustainable urban tourism in shahrood, respectively; therefore, it was suggested that it is necessary to focus on appropriate planning and policy to revive and stabilize the examined indicators, and to increase the impact of other indicators, a comprehensive plan should be formulated and designed to achieve results, and local and indigenous factors should also be involved in the use of indicators in order to use modern methods to create a path to achieve sustainable development in shahrood urban tourism.