راهبردهای توسعه گردشگری خلاق در شهر تهران

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻫﻤﯿﺖ روزاﻓﺰون ﮔﺮدﺷﮕﺮی و ﻣﻄﺮح ﺷﺪن ﻧﺴﻞ ﺟﺪﯾﺪی از ﮔﺮدﺷﮕﺮی ﺑﺎ ﻧﺎم ﮔﺮدﺷﮕﺮی ﺧﻠﺎق، ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ و اوﻟﻮﯾﺖ ﺑﻨﺪی راﻫﺒﺮدﻫﺎی ﻣﻮﺛﺮ ﺑﺮای ﺗﻮﺳﻌﻪ ﮔﺮدﺷﮕﺮی ﺧﻠﺎق در ﺷﻬﺮ ﺗﻬﺮان ﺑﺮاﺳﺎس روﯾﮑﺮد ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ اﺳﺖ. داده ﻫﺎی اﯾﻦ ﭘﮋوﻫﺶ در ﺑﺨﺶ ﮐﯿﻔﯽ از ﻃﺮﯾﻖ ﻣﺼﺎﺣﺒﻪ ﺑﺎ 12 ﻧﻔﺮ از ﻧﻤﻮﻧﻪ ﺗﺤﻘﯿﻖ ﮐﻪ ﺷﺎﻣﻞ ﺧﺒﺮﮔﺎن و ﮐﺎرآﻓﺮﯾﻨﺎن ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮی ﻣﻨﺘﺞ ﻣﯽ ﺷﻮد ﮐﻪ ﺑﺎ ﺗﮑﻨﯿﮏ ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ ﺗﺎ اﺷﺒﺎع ﻧﻈﺮی ﺣﺎﺻﻞ ﺷﻮد. در ﻣﺮﺣﻠﻪ ﮐﯿﻔﯽ ﺑﻌﺪ از ﮐﺪﮔﺬاری ﺑﺎز و ﻣﺤﻮری 3 ﻋﺎﻣﻞ اﺻﻠﯽ ﮐﻪ ﺷﺎﻣﻞ ﺑﺎزارﯾﺎﺑﯽ ﺧﻠﺎﻗﺎﻧﻪ، ﺣﻤﺎﯾﺖ ﮐﻠﺎن و اﻗﺪاﻣﺎت ﻣﺤﻮری اﺳﺖ و 10 ﺷﺎﺧﺺ ﻣﺤﻮری آﺷﮑﺎر ﺷﺪ. در ﺑﺨﺶ ﮐﻤﯽ ﭘﮋوﻫﺶ، ﺑﺎ اﺳﺘﻔﺎده از روش ﻓﺮاﯾﻨﺪ ﺗﺤﻠﯿﻞ ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ3 وﮐﻤﮏ از ﻧﺮم اﻓﺰار اﮐﺴﭙﺮت ﭼﻮﯾﺲ 4ﺑﻪ اوﻟﻮﯾﺖ ﺑﻨﺪی ﺷﺎﺧﺺ ﻫﺎ ﺑﺮ اﺳﺎس وزن ﻫﺮ ﮔﺰﯾﻨﻪ ﭘﺮداﺧﺘﻪ ﺷﺪ. در اﯾﻦ ﻣﺮﺣﻠﻪ 16 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن ﺑﻪ ﺻﻮرت ﻫﺪﻓﻤﻨﺪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن داد ﮐﻪ ﺑﺮاﺳﺎس ﻣﻌﯿﺎرﻫﺎی ﺷﻬﺮ ﺧﻠﺎق ﺑﻬﺒﻮد ﺳﯿﺴﺘﻢ ﻫﺎ ﻧﺴﺒﺖ ﺑﻪ ﺳﺎﯾﺰ ﮔﺰﯾﻨﻪ ﻫﺎ ارﺟﺤﯿﺖ دارد. و ﮔﺰﯾﻨﻪ ﻫﺎی ﺳﺒﮏ ﺟﺪﯾﺪ و ﺧﺼﻮﺻﯽ ﺳﺎزی ﺑﻪ ﺗﺮﺗﯿﺐ در اوﻟﻮﯾﺖ ﻫﺎی دوم و ﺳﻮم ﻗﺮار ﮔﺮﻓﺘﻨﺪ.

strategies for developing creative tourism in tehran

considering the increasing importance of tourism and the emergence of a new type of tourism called creative tourism, this study aims to identify and prioritize effective strategies for developing creative tourism in tehran city based on a hierarchical approach. the qualitative data were collected through interviews with 12 participants from the research sample, including experts and entrepreneurs in the tourism industry, selected via snowball sampling to achieve theoretical saturation. after open and axial coding, three main factors were identified: innovative marketing, macro support, and core actions, along with ten key indicators. in the quantitative phase, the analytic hierarchy process (ahp) and expert choice software were used to prioritize the indicators based on their weights. sixteen experts were e purposefully selected for this stage. the findings indicated that, according to the criteria of a creative city, system improvements are prioritized over the size of options. additionally, the options of adopting a new style and privatization ranked second and third in priority, respectively.