توسعه ظرفیت‌های گردشگری فرهنگی در شهر تهران با تکیه‌بر مصرف فیلم‌های هنری

در سال‌های گذشته استفاده از ابزارهای گوناگون جهت توسعه ظرفیت‌های گردشگری در کانون توجه برنامه‌ریزان این بخش قرارگرفته و تلاش‌هایی برای شناسایی آن‌ها صورت گرفته است. مبتنی بر این دیدگاه و ضرورت استفاده از ابزارهای فرهنگی همچون مصرف فیلم و رویدادهای فیلم از ابزارهای توسعه ظرفیت‌های گردشگری بخصوص گردشگری فرهنگی به شمار می‌رود. بر این اساس جایابی مقاصد در فیلم‌ها می‌تواند تصویر ذهنی مثبت از مقاصد خلق نموده و مقاصد گردشگری را در میان رقبا متفاوت سازد. در طول چند دهه گذشته فیلم و تلویزیون به یکی از پرکاربردترین سیستم ارتباطات رسانه‌ای تبدیل‌شده و به‌نوبه خود صنعت گردشگری را تحت تاثیر قرار داده است. مبتنی بر این دیدگاه نیز در این تحقیق تلاش شد توسعه ظرفیت‌های گردشگری فرهنگی در شهر تهران با تکیه‌بر مصرف فیلم‌های هنری موردبررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و نظری و ازنظر روش توصیفی تحلیلی است. جامعه آماری این تحقیق شامل کلیه گردشگران ورودی به شهر تهران در سال 1399 بوده‌اند، حجم جامعه آماری بر اساس روش کوکران 384 نفر از گردشگران تعیین شد و روش نمونه‌گیری نیز به روش تصادفی انجام گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تاییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای spss و amos با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. مطابق ضرایب مثبت به‌دست‌آمده از مدل ساختاری پژوهش و نیز مقدار t برای روابط تحقیق بر اساس داده‌های این مدل که بیشتر از 96/1 بوده‌اند، متغیرهای مصرف فیلم‌های هنری تاثیر معنی‌دار و مثبتی بر توسعه ظرفیت‌های گردشگری فرهنگی (b=0/56 و t=3/71) و بعد فرهنگی و اجتماعی (b=0/41 و t=4/89)، زیرساختی (b=0/38 و t=3/55) و نهادی (b=0/44 و t=3/25) داشته و می‌تواند از طریق بهبود ظرفیت فرهنگی و اجتماعی جامعه میزبان، ارتقای زیرساخت‌های پذیرایی از گردشگران فرهنگی و مدیریت بهتر جاذبه‌های گردشگری فرهنگی به توسعه ظرفیت‌های این نوع از گردشگری در شهر تهران کمک نماید.

Development of Cultural Tourism Capacities in Tehran based on the Consumption of Art Films

Extended AbstractIntroductionPlacement of destinations in films creates a positive mental image of destinations, differences in tourism destinations between competitors, and longterm interest. It is based on the idea that films encourage the potential market to visit by introducing viewers to the destination as a commodity. So far, no significant research has been done in Iran on exploiting the capacity of films and serials in promoting tourism. In the absence of strong theoretical support for the basic principles and concepts of film tourism, marketing activities and factors affecting its success and Iran’s readiness to implement this important; scientific and methodical research on this tourism is necessary and can pave the way for further research and be useful as a reference and support for action. In line with this necessity, in the present study, the main question of the research is raised:What effect does the consumption of art films have on the development of cultural tourism capacities in Tehran?  MethodologyThe present study is part of applied and descriptiveanalytical in terms of purpose and method, respectively. Also, a questionnaire was used to collect information, which was designed using a fivepoint Likert scale. The statistical population of this study included all tourists entering Tehran in 20202021, and the statistical population was 384 tourists based on Cochran’s method. And sampling method was done randomly. Also, to measure the research variables, questionnaires on the consumption of feature films and the development of cultural tourism infrastructure were used. Indicators of research questionnaires were obtained from related studies and research backgrounds, and then, it was localized based on the research conditions and the studied city. Confirmatory factor analysis was exerted to assess the validity and reliability of the research model and response to hypotheses. AMOS software program was applied to model the structural equations. Results and discussionConsumption of art films has a significant effect on the development of cultural tourism capacities in Tehran. The path coefficient is 0.56, and the value of the obtained T statistic equals 3.71, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of art films significantly affects the development of cultural tourism’s cultural and social capacity in Tehran. The path coefficient is 0.41, and the value of the obtained T statistic equals 4.89, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. The consumption of feature films has a significant effect on the development of the infrastructure capacity of cultural tourism in Tehran, the path coefficient is 0.38, and the value of the obtained T statistic equals 3.55, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran, the path coefficient (0.44) has been estimated, and the value of the obtained T statistic is equal to 3.25, which is greater than 1.96; therefore, this coefficient is a significant path and the research hypothesis is confirmed, and it can be said that the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran.ConclusionConsumption of art films among tourists and its positive effect can help develop cultural tourism capacities in Tehran while improving Tehran’s social and cultural, infrastructural, and institutional capacity as an urban tourism destination. Based on this, it can be said that the relationship between cinema and tourism is a twoway relationship, and on the one hand, cinema can be one of the essential tools in introducing tourist places and attractions. Paying attention to the production of art and cinema films to brand urban tourism based on the cultural elements of this city can attract more tourists while developing and building capacity in the field of tourism. The results of testing the second hypothesis of the research showed that the consumption of feature films has a significant effect on the development of cultural and social capacity of cultural tourism in Tehran. Such a result is probably due to the fact that by consuming feature films in which the cultural and social elements of the destinations are highlighted, incoming tourists are also informed of the cultural lines and values of the destinations before visiting the destinations, and as a result, they behave more consistently, and also, residents are selfaware of the cultural aspects and capacities of the city where they live, and as a result, there will be more coordination among the stakeholders in introducing the city as a tourist destination. The results of testing the third hypothesis of the research showed that the consumption of art films has a significant effect on the development of infrastructure capacity of cultural tourism in Tehran, and therefore with the production of art and cinema films, tourist cities will have more possibility of providing local and inside attractions. The results of testing the fourth hypothesis showed that the consumption of art films significantly affects the development of the institutional capacity of cultural tourism in Tehran. Therefore, by promoting art and cinema films and holding events based on feature films, cultural tourism capacities in urban destinations have increased at both organizational and individual levels. With the improvement of the institutional capacity of cultural destinations, the destinations will also expand.