تحلیل اهمیت-عملکرد ویژگی‌های عمومی و حلال مقصد گردشگری ایران: تجربیات گردشگران خارجی

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 استادیار دانشکده مدیریت، اقتصاد و حسابداری دانشگاه هرمزگان. مجری طرح پژوهشی، مرکز ملی حلال ایران، سازمان غذا و دارو، وزارت بهداشت درمان و آموزش پزشکی، تهران، ایران

2 دانشیار زبان و ادبیات عرب، مرکز مطالعات و تحقیقات هرمز، دانشگاه هرمزگان، بندرعباس، ایران

3 کارشناسی ارشد مدیریت بازرگانی-بازاریابی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

چکیده

تحقیقات نشان داده‌اند ویژگی‌های مختلف مقصد گردشگری، اهمیت متفاوتی در انتخاب مقصد توسط گردشگران دارند و مقاصد گردشگری باید منابع محدود خود را برای بهبود ویژگی‌هایی اختصاص دهند که اهمیّت بیشتری دارند. لذا پژوهش حاضر با هدف تحلیل اهمیّت-عملکرد ویژگی‌های عمومی و حلال ایران به عنوان یک مقصد گردشگری انجام شده است. جامعه آماری پژوهش،گردشگران خارجی بودند که از 2010 تا 2023 به ایران سفر کرده‌اند. لینک پرسشنامه به زبان‌های فارسی، عربی و انگلیسی در فضای مجازی به اشتراک گذاشته شد و تعداد 178 گردشگر مسلمان و 143 گردشگر غیرمسلمان اهمیت 26 ویژگی عمومی و 6 ویژگی حلال (مختص مسلمانان)، و عملکرد دریافت شده در سفر به ایران در هر ویژگی را ارزیابی کردند. نتایج تجزیه و تحلیل اهمیت- عملکرد نشان داد در 15 ویژگی عمومی و دو ویژگی حلال، عملکرد ارائه شده کمتر از اهمیت ویژگی است. بیشترین اختلاف میان اهمیّت و عملکرد در 5 ویژگیِ عمومی «تایید مقصد سفر توسط خانواده و اطرافیان، در دسترس بودن اینترنت و خطوط تلفن برای برقراری ارتباط با کیفیت، در دسترس بودن خدمات مالی و راحتی تبدیل ارز، سهولت صدور روادید و هماهنگی‌های قانونی سفر به کشور مقصد، و در دسترس بودن مراکز اطلاعات گردشگری» ؛ و 2 ویژگیِ حلال «وجود آب در توالت‌ها در سایت‌های گردشگری، و دسترسی راحت به امکانات و تسهیلات برای ادای فرایض دینی» وجود داشت که مستلزم توجه سیاست‌گذاران، مسئولان و مدیران مقاصد گردشگری هستند.

کلیدواژه‌ها

عنوان مقاله [English]

Importance-performance analysis of general and halal characteristics of Iran tourist destination: experiences of foreign tourists

نویسندگان [English]

  • Malihe Siyavooshi 1
  • Abdolrazagh Rahmani 2
  • Sakine Keshavarzi 3
1 Assistant Prof. of Faculty of Management, Economics and Accounting, Hormozgan University. Research Project Manager, Halal Research Center of IRI, Food and Drug Administration, Ministry of Health and Medical Education, Tehran, Iran
2 Associate Professor of Arabic Language and Literature, Hormoz Studies and Research Center, University of Hormozgan, Bandar Abbas, Iran
3 MSc. in Business Management-Marketing, Faculty of Management, Economics, and Accounting, University of Hormozgan, Bandar Abbas, Iran
چکیده [English]

Research has shown that different characteristics of tourist destinations vary in importance for tourists' destination choices, and tourist destinations should allocate their limited resources to improve the most significant features. Therefore, this study was conducted to analyze Iran's Importance-Performance of both general and halal attributes as a tourist destination. The target population of the study consisted of foreign tourists who traveled to Iran from 2010 to 2023. The questionnaire link in Farsi, Arabic, and English was shared online. A total of 178 Muslim tourists and 143 non-Muslim tourists assessed the importance and performance of 26 general characteristics and 6 halal characteristics (specific to Muslims) during their travels to Iran. The importance-performance analysis revealed that, for 15 general features and two solvent features, the actual performance was below the perceived importance. The largest gaps between importance and performance were found in five general features—"confirmation of travel destination by family and friends," "availability of internet and phone lines for quality communication," "availability of financial services and ease of currency exchange," "ease of visa issuance and legal travel arrangements," and "availability of tourist information centers", as well as in two halal features, "water in toilets at tourist sites" and "easy access to facilities for performing religious duties." These areas require attention from policymakers, officials, and managers of tourist destinations.

کلیدواژه‌ها [English]

  • Performance-importance analysis
  • Halal tourism
  • General characteristics of tourist destinations
  • Tourist attractions

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پژوهشنامه مدیریت اجرایی
دوره 17، شماره 33
شهریور 1404
صفحه 169-194

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  • تاریخ دریافت: 10 اسفند 1403
  • تاریخ بازنگری: 05 اردیبهشت 1404
  • تاریخ پذیرش: 06 خرداد 1404

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