شناسایی و تحلیل عوامل مؤثر بر مزیت رقابتی و جذابیت اقامتگاه های بوم گردی (مطالعه موردی: شهرستان طرقبه و شاندیز) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
اقامتگاه های بوم گردی به عنوان یکی از خدمات بومی با ماهیت نوستالوژیک گردشگری می باشد که تجربه جدید و متفاوتی از زنجیره اسکان و خدمات وابسته به آن را در اختیار گردشگران قرار می دهد و برای اغلب گردشگران شهری و جوانان جذابیت بسیاری دارد. لذا این پژوهش از منظر گردشگران، به شناسایی و تحلیل عوامل مؤثر بر جذابیت و مزیت رقابتی اقامتگاه های بوم گردی در شهرستان طرقبه و شاندیز پرداخته است. پژوهش حاضر به لحاظ ماهیت از نوع توصیفی- تحلیلی به شیوه پیمایشی است. جمع آوری اطلاعات به روش میدانی و اسنادی انجام شده است. جامعه آماری این پژوهش، 384 نفر از گردشگران در هفت اقامتگاه بوم گردی شهرستان طرقبه و شاندیز می باشد. برای شناسایی مهم ترین عوامل جذابیت اقامتگاه های بومگردی ابتدا شاخص های مورد نظر با استفاده از نظر سنجی از کارشناسان و گردشگران شناسایی و برای دسته بندی آن از تحلیل عاملی اکتشافی در نرم افزار SPSS بهره گرفته شد. در نتایج به دست آمده در روش تحلیل عاملی اکتشافی، 42 متغیر شناسایی و در 7 عامل طبقه بندی گردید که سهم عامل اول تا سوم (احیای سنت ها، معماری بومی، و مدیریت خانوادگی اقامتگاه های بومگردی) نسبت به بقیه عامل ها بیشتر است و حدود 49 درصد واریانس را تبیین می کنند. همچنین نتایج بدست آمده نشان داد که مهمترین جذابیت اقامتگاه های بومگردی عبارتند از: استفاده از غذا های بومی و محلی در منو های غذایی (با میانگین 66/4)، زنده شدن ایده حصیر بافی، قالی بافی و ... (با میانگین 53/4) که از بیشترین امتیاز ممکن به لحاظ جذابیت اقامتگاه های بومگردی از دیدگاه گردشگران برخوردار بوده و این نشان می دهد، احیای سنت های محلی به عنوان جاذبه های نوستالوژیک و گردشگری خاص، ظرفیت بالایی را برای توسعه گردشگری روستایی ایجاد کرده و به عنوان مزیت رقابتی اقامتگاه های بومگردی نسبت به هتل ها از دیدگاه گردشگران بشمار می آید.Identification and Analysis of Factors Influencing the Competitive Advantage and Attractiveness of Ecolodges(Case Study: Torghabeh and Shandiz County)
Introduction The tourism industry, as one of the largest and most dynamic economic sectors in the world, plays a fundamental role in the sustainable economic, social, and cultural development of countries. Among various forms of tourism, rural tourism has experienced significant growth in recent years due to the increasing desire of people to engage in traditional, peaceful, and nature-oriented lifestyles. One of the most prominent aspects of this type of tourism is ecolodges (eco-tourism accommodations), which, by integrating vernacular architecture, traditional services, and local community involvement, offer tourists a unique and authentic lodging experience. Beyond merely providing accommodation, ecolodges contribute significantly to the preservation of local cultures, the creation of local employment opportunities, and the realization of sustainable rural development. Features such as serving traditional cuisine, showcasing rituals and local music, and evoking nostalgic atmospheres play a key role in attracting tourists and creating a genuine experiential journey. However, the success and sustainability of these accommodations depend on a clear understanding of the factors that influence their attractiveness and competitive advantage from the perspective of actual consumers—i.e., the tourists themselves. The research literature highlights those elements such as traditional architecture, family involvement, indigenous design, and environmental conservation are among the key drivers of tourist satisfaction. Nevertheless, many previous studies have adopted a limited approach, often focusing primarily on the viewpoints of owners and managers. Analyzing the experiences and perceptions of tourists can offer a more realistic and nuanced understanding of the strengths and weaknesses of these establishments. In this context, Torqabeh and Shandiz County, due to its favorable geographical location, cool climate, and easy access from the metropolitan city of Mashhad, has emerged as a major ecotourism hub in northeastern Iran. Despite the rapid quantitative growth of ecolodges in this region, a thorough understanding of the factors influencing their attractiveness and their competitive advantages compared to hotels remains a vital research necessity. Accordingly, the purpose of this study is to identify and analyze the factors influencing the attractiveness of ecolodges in Torqabeh and Shandiz County and to examine their competitive advantages compared to hotels. The main research questions are as follows: What factors influence the attractiveness of ecolodges from the perspective of tourists? In what ways do ecolodges possess competitive advantages over hotels? Methodology The present study is descriptive-analytical in nature and has been conducted using a survey method. Data collection was carried out both through fieldwork via questionnaires and through documentary methods. The statistical population of the research includes 384 tourists who have stayed for at least one night in one of the seven eco-lodges in Torghabeh and Shandiz County. For categorizing and analyzing the data, exploratory factor analysis was employed using SPSS software. Results The results indicate that 42 variables have been categorized into 7 main factors, with the first three factors (revival of traditions, indigenous architecture, and family management) accounting for a larger portion of the variance compared to the others. These three factors explain approximately 49% of the total variance. According to the factor analysis, the most important attractions of eco-lodges include the use of local and traditional foods, the revival of traditional handicrafts such as basket weaving and carpet weaving, and family management of the lodges. Additionally, the use of indigenous architecture and adherence to traditional principles in the construction and management of the lodges were other significant factors influencing their attractiveness. One of the key findings of the study is that the use of local foods and the revival of nostalgic handicrafts are among the most attractive elements for tourists. Furthermore, the reconstruction and revitalization of local culture and traditions, alongside direct interaction with nature, are considered competitive advantages of eco-lodges over hotels. These advantages increase tourist satisfaction and attract their attention to the local culture and customs. Discussion This section of the article focuses on analyzing the advantages and attractions of eco-lodges. Due to the nostalgic experience and return to traditions they offer eco-lodges have attracted more attention compared to modern hotels. According to the research results, the most important factors contributing to the appeal of these lodges include the use of local foods, the revival of handicrafts such as basket weaving and carpet weaving, and indigenous design and architecture. Additionally, the family management of these lodges is another characteristic that strengthens the connection between tourists and the local community. These features have made eco-lodges not only a place of accommodation but also an environment for cultural and natural experiences that attract tourists. Moreover, the emphasis on cultural and local elements and providing the opportunity to experience local traditions and customs are factors that distinguish eco-lodges from modern hotels. Overall, the findings of the research suggest that eco-lodges, due to their preservation and revitalization of local cultures, especially in areas like Torghabeh and Shandiz, hold a higher competitive advantage. Conclusion Eco-lodges have emerged as one of the most important tools for sustainable tourism development in rural areas. These lodges, by focusing on the revival of local traditions, providing high-quality services, and fostering close interaction with the natural environment, offer a unique and different experience for tourists. The results of this research indicate that eco-lodges, due to the nostalgic and authentic experiences they provide, have a significant competitive advantage over modern hotels. One of the main reasons for this advantage is the ability of eco-lodges to offer an experience aligned with the local culture and nature, which makes tourists enjoy a distinctly different experience compared to staying in hotels. Additionally, the research has shown that offering local services and using indigenous and sustainable architecture are key factors in attracting tourists to these lodges. As a result, strengthening and developing eco-lodges can serve as a successful strategy for rural tourism development and attracting more tourists.
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