نوع مقاله : مقاله پژوهشی

نویسندگان

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

چکیده

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.

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