شناسایی عوامل موثر بر سیاست‌گذاری بازاریابی فضایی اقامتگاه‌های بوم‌گردی (مورد مطالعه: منطقه هورامان)

سیاست‌گذاری بازاریابی اقامتگاه‌های بوم‌گردی یکی از مولفه‌های مهم و تاثیرگذار در فرآیند مدیریت، برنامه‌ریزی و توسعه پایدار واحد‌های بوم‌گردی می‌باشد و نقش بسزایی را در ورود گردشگران به مقصد اقامتگاه‌های بوم‌گردی ایفا می‌کند. در همین راستا هدف پژوهش حاضر، شناسایی عوامل موثر بر سیاست‌گذاری بازاریابی فضایی اقامتگاه‌های بوم‌گردی و سنجش میزان اهمیت آنها در منطقه‌ی هورامان است. منطقه هورامان در دو استان کردستان و کرمانشاه واقع شده است و به سه بخش هورامان تخت، هورامان لهون و هورامان ژاوه‌رود تقسیم می‌شود و تعداد 25 روستا در این منطقه، 45 اقامتگاه بوم‌گردی را دارا هستند. روش جمع‌آوری اطلاعات اسنادی و میدانی بوده و در این پژوهش برای استخراج شاخص‌‌های بازاریابی و بیان ادبیات پژوهش از روش اسنادی و از روش میدانی برای جمع‌آوری داده‌های مورد نیاز برای بررسی شاخص‌ها استفاده گردیده است. جامعه آماری پژوهش شامل اعضای هیئت علمی دانشگاه‌های کشور و دانشجویان و فارغ‌التحصیلان دکتری با رساله مرتبط (15 نمونه)، کارشناسان گردشگری اداره کل میراث فرهنگی،گردشگری و صنایع دستی استان‌های کردستان و کرمانشاه (15 نمونه) و مدیران اقامتگاه‌های بوم‌گردی منطقه هورامان (28 نمونه) است که در مجموع تعداد 58 پرسشنامه توسط آنها تکمیل گردید.  برای پردازش و تحلیل داده‌ها از آمار توصیفی و استنباطی (آزمون تحلیل واریانس یک‌طرفه، آزمون تعقیبی توکی) در نرم‌افزار spss استفاده شده است. نتایج پژوهش با آزمون تعقیبی توکی بیان می‌کند که از میان عوامل سیاست‌گذاری بازاریابی فضایی اقامتگاه‌های بوم‌گردی منطقه‌ی هورامان تفاوت معناداری وجود داشته و در این راستا عامل سازمانی نهادی با 18 سنجه و میانگین 3.712 رتبه اول، عامل اقتصادی با 11 سنجه و میانگین 3.603 رتبه دوم، عامل اجتماعی و فرهنگی با 15 سنجه و میانگین 3.472  رتبه سوم ، عامل کالبدی و زیرساختی با 14 سنجه و میانگین 3.444 رتبه چهارم و عامل زیست محیطی با 14 سنجه و میانگین 3.421 رتبه پنجم  را به خود اختصاص داده‌اند.

identifying the effective factors on the spatial marketing policymaking of ecolodge(case study: hawraman region)

introductionecolodge which are considered as a new attempt in the tourism industry, need policy to guide and determine short-term and long-term decisions among different options. policymaking in ecolodge is a collection of rules, regulations, instructions and strategies that provides a framework in which the governmental and local decisions directly affect the sustainable development of ecolodge.in this research, we aim to identify spatial policy indicators in ecolodge and figure out their importance in the hawraman region. therefore, the question is which of the spatial policy elements of ecolodge have the most importance in this case study? the hypothesis of the research indicated that there is a clear difference between the elements of spatial policy of ecolodge and the components and monitoring of policies are more important in the spatial policy making of ecolodge in the study area. spatial marketing policymaking of ecolodge is one of the important and influential components in the process of management, planning and sustainable development of ecotourism units and plays a significant role in the arrival of tourists to the destination of ecolodge.  methodologythe research method is practical by purpose and descriptive-analytical by type. at first, it described and interpreted the existing relationships between the research agents (physical and infrastructural, economic, environmental, social and diversity and institutional organization). research statistical society includes the ecotourism managers of the target villages of hawraman region, general department of cultural heritage experts, tourism and handicrafts department of kurdistan and kermanshah provinces, as well as tourism specialists including faculty members and related experts. 15 specialists, 15 experts and 28 residence managers were selected as the sample size based on the personal statistical sampling. then, the opinions of experts, stakeholders and specialists were used to evaluate the importance of indicators in the study area.two different analyzing tests were implemented on the questionnaires that were provided to the sample size. one-way analysis of variance (f) test was used to determine the significant difference between the indicators and post hoc test was used to determine the importance of the five spatial marketing policymaking in the ecolodge of hawraman region.   resultsone-way variance analysis results showed that there is a significant difference between the spatial marketing policymaking indicators of ecolodge and the importance level is not the same for all. on the other hand, tukey’s test is grouped in two spectrums according to the closeness of the importance of the five indicators. environmental factor with an average of 3.421, physical and infrastructure factor with an average of 3.444 and social and cultural factor with an average of 3.427 in the first spectrum and economic factor with an average of 3.603 and organizational and institutional factor with an average of 3.712 in the spectrum they came second. finally, the organizational-institutional factor has the highest average, which shows the much higher importance of this factor compared to other factors in the spatial marketing policymaking of ecolodge in the hawraman region.  discussionaccording to the average of each of the spatial marketing policymaking factors, since the calculated significance level is less than alpha 0.01, it is possible to reject the null hypothesis in favor of the opposite hypothesis with a probability of 99%, and it is accepted that there is a significant difference between the spatial marketing policy factors of ecotourism accommodations. there is a significant difference in the studied area and some factors are more important. because of that tukey’s post hoc test was used to complete the one-way analysis of variance test to show the importance of each of the five factors separately and in different ranges. the environmental factor has the least importance and along with the physical and infrastructural, social and cultural factors were placed in the first spectrum and the economic and organizational-institutional factors were placed in the second spectrum.the results of the research have not been aligned with the results of the research background, so that most of the studies in the field of research have investigated important indicators in the process of tourism policy making and tourism marketing, as well as the consequences and effects of ecotourism residences on the local community, but the factor has been considered as a causal factor in marketing policy. the space of ecotourism residences has not paid attention to the fact that as a result of this difference and the difference in the methodology of this research and the considered community, which were mostly experts and managers, it was able to present differences in the output and the level of validity of the results of this research compared to previous researches conclusionthe results of this research, based on tukey’s test, showed that the organizational-institutional factor with an average of 3.712 (combination of opinions) has the most importance in spatial marketing policymaking of ecolodge in the hawraman region. thus, based on the results of the hypothesis test, it can be accepted that there is a significant difference between the spatial marketing policymaking factors of hawraman region’s ecolodge, and in this regard, the organizational-institutional factor is the most important among the five factors.the results of the research have not been aligned with the results of the background research, so that most of the research background studies have investigated important indicators in the process of tourism policy making and tourism marketing, as well as investigating the consequences and effects of ecotourism residences on the local community. however, they have not paid attention to the factor as a causal factor in the spatial marketing policy of ecotourism residences, and as a result of this difference and the difference in the methodology of this research and the considered community, which were mostly specialists and managers, the differences in the output and the validity of the results of this research compared to other researches provide in advance.erts and managers, it was able to present differences in the output and the level of validity of the results of this research compared to previous researches.