واکاوی موانع سیاست‌گذاری گردشگری در محیط های شهری استان گیلان

محیط های شهری گیلان با جاذبه های متنوع طبیعی، تاریخی و فرهنگی، استعداد فوق العاده ای برای توسعه صنعت گردشگری دارد، اما علی رغم سیاست گذاری ها و برنامه ریزی های گردشگری، در این عرصه نتوانسته توسعه یابد. در این راستا، هدف پژوهش حاضر واکاوی موانع سیاست گذاری گردشگری در محیط های شهری گیلان است. روش تحقیق به صورت کیفی و کمی، و با استفاده تئوری زمینه ای و مدل faras مورد تجزیه و تحلیل قرار گرفته شد. جامعه آماری نیز متخصصان در حوزه مطالعات شهری و گردشگری است، که بر اساس نمونه گیری هدفمند تعداد 20 نفر به عنوان جامعه نمونه انتخاب شدند. طبق مدل تئوری زمینه ای، موانعی از جمله: عدم بهره گیری از نیرو های متخصص، بازاریابی نامناسب، تقلید از الگو های ناسازگار با محیط های شهری، مشکلات زنجیره ارائه خدمات گردشگری، مشکلات نظام اداری و خط مشی، عدم مدیریت یکپارچه گردشگری در بین سازمان های مرتبط، عدم مطلوبیت زیرساخت ها و زیربناهای فیزیکی، عدم بهره گیری از نیرو های متخصص را استخراج شد، که با استفاده از مدل آراس فازی، به ترتیب موانع عدم مدیریت یکپارچه گردشگری در بین سازمان های مرتبط با مقدار وزن 0.490، مشکلات نظام اداری و خط مشی با مقدار وزن 0.488، تقلید از الگو های ناسازگار با محیط های شهری با مقدار وزن 0.477، مشکلات زنجیره ارائه خدمات گردشگری و عدم مطلوبیت زیرساخت ها و زیربناهای فیزیکی با مقدار وزن 0.467، بازاریابی نامناسب با مقدار وزن 0.463، عدم بهره گیری از نیرو های متخصص با مقدار وزن 0.458، بیشترین و کمترین میزان اهمیت را به خود اختصاص داده اند.

Analysis of barriers to tourism policy in the urban environments of Guilan Province

Guilan urban environments with various natural, historical and cultural attractions, has an extraordinary talent for developing the tourism industry, But despite tourism policies and planning, it has not been able to develop in this area. In this regard, the purpose of this study is to investigate the barriers to tourism policy in urban environments of Guilan. is The research method was qualitatively and quantitatively analyzed using contextual theory and FARAS model. The statistical population is also experts in the field of urban studies and tourism, Based on purposive sampling, 20 people were selected as the sample population. According to the grounded theory model, obstacles such as: lack of expertise, inadequate marketing, imitation of patterns incompatible with urban environments, problems in the chain of tourism services, problems of the administrative system and policy, lack of integrated tourism management within the organization Related issues, inadequacy of infrastructure and physical infrastructure, lack of use of specialized personnel were extracted, Using the fuzzy ARS model, respectively, the obstacles to the lack of integrated tourism management among organizations related to the weight of 0.490, the problems of the administrative system and policy with a weight of 0.488, imitation of patterns incompatible with urban environments with The weight of 0.477, the problems of the chain of tourism services and the inadequacy of infrastructure and physical infrastructure with the weight of 0.467, the inappropriate marketing with the amount of 0.463, the lack of specialized personnel with the weight of 0.458, the most and Have the least importance.Extended AbstractIntroduction:      The tourism industry in the cities of Iran, in terms of climate diversity, culture and ancient history, the existence of many ancient monuments and natural and scenic attractions, has very high capabilities And it is always said that Iran is the tenth and one of the fifth countries in the world in the field of tourism, But after a few decades, it is still at the bend of the first alley and again, there are obstacles in the way of tourism policy in Iran and Iranian cities, including the cities of Guilan province. In this regard, the cities of the evergreen province of Guilan in the north of the country with pristine nature, beautiful mountains and boiling springs are the ecotourism capital of Iran and a thousand colors of nature and annually receive millions of domestic and foreign tourists. However, statistics and information show that the cities of Guilan province, despite the unique diversity of climate and geography and various attractions, has not been able to find its proper place from a national and international level And barriers to tourism policy in urban environments of Guilan province has become one of the main problems in this field. Therefore, in the present study, an attempt has been made to explore the barriers of tourism policy in urban environments of Guilan province, from the point of view of some elites.Methodology:      The present research, in terms of purpose, is fundamental and applied and has an interpretive and analytical nature and in terms of method, is in the group of qualitative and quantitative research. Grounded theory method and FARAS model were used for data analysis. In this study, the systematic approach of Strauss and Corbin was used for the data theory of the foundation. Since contextualization theory was based on a purely inductive method; Therefore, instead of testing existing theories, the researcher formulates a theory himself. Therefore, the studied variables were identified and explored based on the theoretical framework and categories. In this study, sampling went to the stage of theoretical saturation; Non probability sampling was purposive sampling. A total of 20 indepth interviews were conducted. Interviews (between 60 and 90 minutes) were recorded and recorded and transcribed immediately.Results and discussion:       Qualitative findings showed that the semantic units of organizational incoherence and lack of proper governance as well as managerial instability and lack of longterm approach in the category of integrated tourism management among related organizations, semantic units lack of readiness and specialized capacity and knowledge and lack of link between universities. And tourism in the category of nonuse of specialized forces, semantic unit of lack of quality of physical infrastructure in the semantic unit of inadequacy of physical infrastructure and infrastructure, semantic unit of lack of native pattern in the category of imitation of patterns incompatible with urban environments and semantic units of lack of illustration. Problems of branding and advertising in the category of inappropriate marketing and semantic units Lack of assignment of tourism development interests and finally weak competitionclassification of services in the category of tourism service chain problems and finally semantic units of legal barriers and investment in the category of administrative system and policy problems Was placed. Furthermore, the results of FARAS model showed that barriers to integrated tourism management among organizations related to the weight of 0.490, problems of administrative system and policy with a weight of 0.488, imitation of patterns incompatible with urban environments with a weight of 0.477, problems of tourism services chain and inadequacy of infrastructure and physical infrastructure with a weight of 0.467, inappropriate marketing with a weight of 0.463, lack of specialized personnel with a weight of 0.458, the maximum and minimum Have taken on importance.Conclusion:      Concluding remarks of this study, the issue of good implementation of tourism policy in urban environments of Guilan province indicates aspects and complex factors on this phenomenon in the context of optimal and integrated management, which requires accurate analysis of barriers to tourism policy. An important achievement of this research is the obstacles that can help policymakers and managers to fill the gaps and policy barriers in the urban environments of Guilan And help increase their understanding to create the necessary conditions for the successful and competitive development of Gilan province as a tourist destination. According to the obtained results, integrated tourism management in related organizations is the most important and most important obstacle in tourism policy in the cities of this province. Finally, the results of the research are consistent with the studies of Saeedi et al. (2012), Hosseini and Taghvaei (2012).