Document Type : Research Paper

Authors

1 Assistant Prof. and Chairman, Entrepreneurship and Commercialization Research Center, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran

2 MSc in Tourism Management, Faculty of Tourism, Semnan University , Semnan, Iran

3 Faculty of Economics & Management, University of Semnan, Semnan, Iran

Abstract

Food is considered as an integral part of tourism experience, and culinary tourism is a relatively new concept in the tourism industry. Culinary tourism deals with cookery, cuisines, and food ways of a country, region, or locale as a unique and memorable activity. The present study was aimed to prioritize factors influencing culinary tourism development using marketing mix strategy in Khorasan Razavi province, Iran. This applied research was performed by descriptive–survey method. The population consisted of experts in tourism and hotel management as well as experts in food industry, cookery, and restaurant management. Using stratified random sampling, first 200 participants were selected to fill the questionnaire, in order to identify effective factors, and then, 10 experts were asked to rank these factors. Confirmatory factor analysis and Fuzzy Analytical Hierarchy Process were employed to analyze the data. Findings of the study suggested that, among the four marketing mix strategies, price-related factors with a normal weight of 0.033 ranked first, and in terms of sub criteria related to study dimensions, matching prices to product quality and branding of local food products with a weight of 0.095 and 0.093, respectively were identified as the top factors influencing culinary tourism development.

Keywords

Article Title [Persian]

توسعه گردشگری غذا مبتنی بر آمیخته بازاریابی (مورد مطالعه: خراسان رضوی)

Authors [Persian]

  • یونس وکیل الرعایا 1
  • زهرا ذوالفقاری 2
  • محمد رضا ستوده 3

1 استادیار و رئیس مرکز تحقیقات کارآفرینی، ایده پردازی و تجاری سازی، گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران.

2 دانش آموخته کارشناسی ارشد مدیریت گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران

3 دانشکده اقتصاد و مدیریت ، دانشگاه سمنان، سمنان، ایران

Abstract [Persian]

غذا یک جنبه جدایی ناپذیر از تجربه گردشگری است و گردشگری غذا شاخه‌ای نسبتا جدید در صنعت گردشگری است. این نوع از گردشگری، به تجربه صرف غذا یا خوردنی‌ها و سبک آشپزی کشور، منطقه یا حوزه جغرافیایی خاصی به عنوان یک فعالیت منحصر به فرد و به یاد ماندنی می‌پردازد. جهت توسعه گردشگری غذا و کسب منفعت از این حوزه بایستی شاخص‌های مورد نظر در این حوزه شناسایی شوند. هدف از این مطالعه تعیین ارجحیت عوامل موثر بر توسعه گردشگری غذا با رویکرد آمیخته بازاریابی در استان خراسان رضوی است. این پژوهش به لحاظ هدف، کاربردی است و بر اساس روشِ توصیفی-پیمایشی انجام شده است. جامعه آماری این تحقیق شامل کلیه صاحب‌ نظران حوزه گردشگری و هتلداری و همچنین متخصصین صنعت غذا، آشپزی و رستوران داری در استان خراسان رضوی هستند. با استفاده از روش تصادفی طبقاتی، تعداد 200 نفر از جامعه مذکور در مرحله اول برای شناسایی عوامل موثر، پرسشنامه‌ها را تکمیل کردند و در مرحله دوم 10 نفر از خبرگان بمنظور ارجحیت این عوامل مشخص شدند. جهت انجام تجزیه و تحلیل‌ها از دو تکنیک تحلیل عاملی تاییدی و تحلیل فرایند سلسله مراتبی فازی استفاده شد. یافته‌های پژوهش حاکی از آن است از بین 4 معیار یعنی آمیخته اصلی بازاریابی،‌ عوامل مربوط به قیمت با وزن نرمال 330/0 در اولویت اول و در زیرمعیارهای مربوط به ابعاد پژوهش، دو شاخص تناسب قیمت‌ها با کیفیت محصولات غذایی و برندسازی محصولات غذایی محلی به ترتیب با اوزان 095/0 و 093/0 به عنوان ارجح ترین عوامل موثر بر توسعه گردشگری غذا در استان خراسان رضوی مشخص شدند.

Keywords [Persian]

  • "گردشگری غذا"
  • "توسعه گردشگری"
  • ‌" آمیخته بازاریابی گردشگری"
  • "خراسان رضوی"
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