گونه شناسی گردشگران خارجی بازدیدکننده از بازار قدیمی شهر تهران با رویکرد تحلیل خوشه ای دو مرحله ای: ارائه نگرشی در جهت برنامه ریزی شهری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

2 کارشناس ارشد بازاریابی گردشگری، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، ایران

چکیده

امروزه بخش بندی بازار گردشکری یکی از پیش شرط های موفقیت مقاصد گردشگری است. در این راستا، بخش بندی گردشگران بر اساس متغیرهای روانشناختی از مهمترین و پرکاربردترین شیوه های بخش بندی بازار گردشگری است. از این رو هدف پژوهش حاضر بخش بندی بازار گردشگری شهر تهران با استفاده از شناسایی انگیزه های سفر و ویژگی های سبک زندگی گردشگران خارجی بازدید کننده از بازار بزرگ این شهر است. این پژوهش از نظر هدف، کاربردی بوده و از نظر روش جمع آوری داده ها نیز توصیفی-پیمایشی است. جامعه آماری پژوهش حاضر شامل گردشگران خارجی است که در ماه های اسفند 1396 الی اردیبهشت 1397 به بازار بزرگ و قدیمی شهر تهران سفر کرده اند. از این جامعه، نمونه ای به حجم 394 نفر به روش نمونه گیری تصادفی در دسترس انتخاب شد. ابزار گردآوری داده ها در این پژوهش، پرسشنامه محقق ساخته شامل 64 سؤال بوده است. سنجش روایی و پایایی پرسشنامه به ترتیب از روایی محتوا و آلفای کرونباخ استفاده به عمل آمده است. به منظور تجزیه و تحلیل داده ها از روش های تحلیل عاملی اکتشافی، تحلیل خوشه ای و آزمون کای اسکوئر در محیط نرم افزار SPSS انجام شده است. یافته های پژوهش حاضر نشان داد گردشگران خارجی بازدید کننده از بازار بزرگ شهر تهران را می توان در چهار گروه بخش ندی کرد که شامل گردشگران ایده آل پسند، گردشگران اصولگرای رفتاری، گردشگران میانه رو و گردشگران خاص گرا است. همچنین نتایج پژوهش نشان می دهد بین متغیرهای جمعیت شناختی و خوشههای چهارگانه ارتباط مثبت و معنی داری برقرار است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Typology of Inbound Tourists who Visited Tehran Grand Bazaar Using Two-step Cluster Analysis: Presenting an Approach to Urban Planning

نویسندگان [English]

  • mohammad ghaffari 1
  • mohammad nematpour 2
1 Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran
2 Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran
چکیده [English]

Objectives
The nature of service and recognition as an important source of income have created a special place for the tourism industry. For this reason, many countries are in a tight competition, following the growing profits and revenues of this international and global activity. One of the most important assumptions and requirements of this growth and development is the segmentation of the tourism market, with the aim of identifying different market segments and planning to provide appropriate and suitable services to each of these sectors in a way that is tailored to the needs and the wishes of each of them may take place. The present research is applied in terms of purpose and in terms of survey method. The statistical population of this study was foreign tourists visiting the main market of the city of Tehran who visited this place during the period from March to May 2018. A sample of 400 individuals was selected through non-probability sampling. To determine the number of samples needed to perform factor analysis, in this regards, the model presented by Everrit has been used.

Discussion and Results
In this study, fifteen motivation and lifestyle factors were identified and four segments of inbound visitors were demonstrated, and these segments were compared with their decision-making styles. Based on the results of the analysis, the four clusters appeared to be the appropriate, meaningful, and interpretational. To interpreting and naming the clusters, the mean value was used. In order to use a five-point Likert scale, mean value above and below 3.00 indicates the importance and unimportance of tourist motivation and lifestyle (Konu et al., 2011). As shown in the paper, the 394 respondents were classified into four clusters: Ideal-sense seekers, Principled behavior enthusiasts, Middle want vacationers, Special aspiring visitors.

Conclusions
The cluster analysis indicated that the mean values of “relationship-oriented”, “accessibility-oriented”, “special adventurous”, “self-worthy”, “conservativeness”, “cultural heritage”, “work-ethic” factors were higher than 3.00 in all clusters. This indicated that visitors in all four segments have high interest in interacting with other people, exploring the local culture and way of life in a different culture, and visit places that their friends have never seen when traveling to abroad. Particulary, Ideal-sense seekers like to visit cultural and historical places, they are also socializing people and like to do interesting activities or to go cinema, theater, amusement park, common party, festival, or to go the restaurant and have local cuisines. The Principled behavior enthusiasts are socializing and optimistic people. They are also interested in healthy and safely trend when they traveling. The Middle want vacationers to have a middle tendency to everything. On the other hand, they are impulse and careless buyers about their selection of the products and services and their spending in shopping. The Special aspiring visitors' segment is the second biggest cluster in this study. They have a high motivation and interest for exploring different cultural nations and put themselves in different situations, interacted with other people.

کلیدواژه‌ها [English]

  • "Tourism marketing"
  • "Marketing segmentation"
  • "Travel motivation"
  • "Tourist Lifestyle"
  • "Cluster analysis"