نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه جغرافیا، دانشکده علوم انسانی، دانشگاه بزرگمهر قائنات، خراسان جنوبی، قائن، ایران
2 دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
چکیده
همواره برنامهریزی برای توسعه گردشگری، مستلزم توجه به مسئله عرضه و تقاضاست. در این میان، بهطورخاص حوزه بازاریابی گردشگری متکی بر شناخت ویژگیهای بخش عرضه و تقاضاست. بر این اساس در این پژوهش به سنجش الگوی رفتاری عرضه و تقاضای گردشگری با تأکید بر تحولات نظام سرمایهداری در شهر کرج و روستاهای پیرامونی آن پرداخته شد. به طورکلی این پژوهش از نوع کمی است. جامع آماری این تحقیق شامل متخصصان مرتبط با موضوع تحقیق و همچنین شامل جامعه محلی است که در قالب دو دسته ساکنان شهر کرج و روستاهای پیرامونی به عنوان متقاضی سفر و شرکتهای مسافرتی در شهر کرج به عنوان عرضهکننده سفر، مورد بررسی قرار گرفتند. نظرسنجی از متخصصان به روش نمونهگیری هدفمند و در دسترس و نمونهگیری از ساکنان به روش نمونهگیری تصادفی ساده، و نمونهگیری از شرکتهای مسافرتی نیز به روش تمام شماری انجام شد. نتایج پژوهش حاضر نشان داد که الگوی رفتاری متقاضیان سفر بین ساکنان شهر کرج و روستاهای پیرامونی با یکدیگر متفاوت است. بر این اساس رفتار ساکنان روستاهای پیرامونی با میانگین وزنی 521/0، متمایل به ویژگیهای گردشگری فوردیسمی_پسافوردیمی است؛ در مقابل بررسی الگوی رفتاری ساکنان شهر کرج نشان داد که با میانگین وزنی 711/0، متمایل به ویژگیهای گردشگری نسبتاً پسافوردیسمی هستند. در این میان، الگوی رفتاری شرکتهای مسافرتی در شهر کرج با میانگین وزنی 751/0، به ویژگیهای گردشگری پسافوردیسمی متمایل است. در مجموع، الگوی رفتاری عرضه و تقاضای گردشگری در شهر کرج، نسبتاً پسافوردیسمی ارزیابی میشود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Assessing the behavioral pattern of tourism supply and demand Based on the Changes of the Capitalist System (Case: Karaj City and Surrounding Villages)
نویسندگان [English]
- mehdi Mododi Arkhudi 1
- sajad ferdowsi 2
1 Assistant Professor of Department of Geography, Faculty of Humanities Sciences, Bozorgmehr University of Qaenat, South Khorasan, Qaen, Iran
2 Ph.D. Candidate in Tourism, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]
Planning for development of tourism always requires concern for supply and demand. At the same time, tourism marketing relies particularly on knowledge of the characteristics of supply and demand. The significance of the present study could be explained by the issue of the changing world and its effects on tourism, where important changes have long been observed in tourism form the aspects of supply and demand, which accounts for the need to review the parallel management and marketing practices. Unlike studies that have been conducted so far, this research considered the results of the developments made in capitalism to assess the supply and demand behavior in tourism. This provided a useful theoretical framework for establishment of marketing activities for tourism development. For that purpose, the supply and demand behavior patterns in tourism were assessed based on the changes made in capitalism in the city of Karaj, Iran and the surrounding villages. The tourism demand dimension was defined using three components: planning, products, and characteristics. The dimension of tourism supply was defined as a combination of four economic components: planning, products, structure, and function. In addition, criteria were considered for each of the components of tourism supply and demand. The population of this quantitative research included experts in the field, also including the local community, who were surveyed as two categories: that of residents of Karaj and surrounding villages, as travel demanders, and that of travel companies in Karaj, as travel suppliers. The experts were sampled using the targeted and convenience sampling methods, the residents were sampled using the simple random sampling method, and the travel companies were sampled using the complete enumeration method. The findings of the study were presented in two broad phases. In the first phase, the method of analytic hierarchy process was used to specify the importance and priority of the factors based on the expert opinions. In the second phase, the scale of measurement and the formulation of the items were introduced for assessment of the criteria identified in tourism destinations, and two proposed maps were then used for description and analysis of the coefficients obtained from the assessment of the criteria. The results demonstrated that the behavior patterns of travel demanders were different from the residents of Karaj to those of the surrounding villages. Accordingly, the behavior of the latter group of residents was inclined to the characteristics of Fordism- post-Fordism tourism, with a weighted mean of 0.521, while the behavior pattern of the residents of Karaj exhibited inclination to the characteristics of post-Fordism tourism, with a weighted mean of 0.711. On the other hand, the behavior pattern of travel companies in Karaj was inclined to the characteristics of post-Fordism tourism, with a weighted mean of 0.751. Overall, the behavior pattern of tourism supply and demand in Karaj was assessed as post-Fordism. According to the above findings, marketing activities can be more effective, and tourism development planning can be directed as desired through identification and analysis of the characteristics of tourism supply and demand in the study areas.
کلیدواژه‌ها [English]
- Tourism
- Capitalism
- Fordism
- Post-Fordism
- Marketing
Allen, M.J., Yen, W.M. (2005). An Introduction to Measurement Theories (Psychometric). Translation by Ali Delavar, Tehran: SAMT Publication. [in Persian]
Asgharpour, M.J. (2011). Multi-criteria decision making. Tehran University Press, Tehran. [in Persian]
Bagguley, P. (1991). Post-fordism and enterprise culture: flexibility, autonomy and changes in economic organization. Enterprise culture, 151-168.
Baudrillard, J. (2002), Symbolic Exchange and Death (Theory, Culture & Society), Translated by Abdolkarim Rashidian, publication of Ney. [in Persian]
Brown, B. (2006). Working on problems of tourists, Annals of Tourism Research 34(2): 364-383.
Cova, B. (1996). What Postmodernism Means to Marketing Managers, European Management Journal 14(5): 494-499.
Daft, R.L., Murphy, J., Willmott, H. (2010). Organization theory and design. Cengage learning EMEA.
Davies, B. (1990). The economics of short breaks. International Journal of Hospitality Management 9(2): 103–106.
Ebrahimzadeh, I., Velashjerdi Farahani, R. (2013). Planning of marketing tourism development with analytical approach of supply and demand Case study of Mahallat city, Journal of Urban Ecology Research 4(7): 57-72. [in Persian]
Edgar, D.A., Littlejohn, D.L., Allardyce, M.L. (1994). Strategic clusters and strategic space: The case of the short break market. International Journal of Contemporary Hospitality Management 6(5): 20–26.
Gare, A. (2001), Postmodernism and the environmental crisis, translated by Erfan Sabeti, publication of Cheshmeh. [in Persian]
Habibi Ghasem Abadi, A.N. (2016). Travel and Tourism Sociology with a Sustainable Development Approach, Tehran, Publication of Sociologists. [in Persian]
Haghighi, M.A., Borhani, B. (1999). Theories of management principles basics process, Publication of Naghshe Mehr. [in Persian]
Harvey, D. (1989). The Condition of Postmodernity, Oxford: Basil Blackwell.
Heidari Chianeh, R. (2010). Basics of Tourism Planning, SAMT publication, Tehran. [in Persian]
Herington, C., Merrilees, B., Wilkins, H. (2013). Preferences for destination attributes: differences between short and long breaks, Journal of Vacation Marketing 19(2): 149-163.
Hudson, S., Thal, K. (2013). The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel & Tourism Marketing, Special Issue: Social Media 30(1-2): 156-160.
Ioannides, D., Debbage, K. (1997). Post-Fordism and flexibility The Travel Industry Polyglot, Tourism Management 18(4): 229-241.
Ioannides, D., Debbage, K.G. (1998). Neo-Fordism and flexible specialization in the travel industry: dissecting the polyglot. The economic geography of the tourist industry: A supply-side analysis, 99-122.
Jemmott, N. (2002). A Study of Employability Skills in Barbados in an Age of Globalization, PhD Thesis at University of Bath.
Kazemi, M. (2007). Tourism Management, SAMT Publication, Tehran. [in Persian]
Kercher, B., Lau, G. (2008). Movement patterns of tourists within a destination. Tourism Geographies 10(3): 355–374.
Khaniha, N., Ghorchi, M. (2009). Globalizating Economic of Post-fordism and International Straits, International Journal of Foreign Relations 1(1): 227-256. [in Persian]
Krosnick, J.A., Fabrigar, LR. (1997). Designing Rating Scales for Effective Measurement in Surveys, John Wiley & Sons.
Krosnick, J.A., Presser, S. (2010). Question and questionnaire design, Handbook of survey research, UK: Emerald.
Kual, S. (2001). Postmodern themes, Translation by Hossein Ali Nozari, Proceeding of postmodernity and postmodernism, Esfahan: Publication of Naghshe Jahan. [in Persian]
Lipietz, A. (1994). Post-Fordism and Democracy, In Ash Amin (Ed.), Postfordism, A reader, pp. 338-358, Oxford/UK: Blackwell.
Meethan, K. (2001). Tourism in Global Society, Red Globe Press.
Middleton, V.C.T., Fyall, A., Morgan, M. Ranchhod, A. (2009). Marketing in Travel and Tourism, Butterworth-Heinemann
Milne, S. (1998). Tourism and sustainable development: exploring the global-local nexus, In Hall, C. M.; Lew, A. A. (Ed.), Sustainable tourism: a geographical perspective, pp. 35-48, Harlow/Uk: Addison Wesley Longman Ltd.
Mododi Arkhudi, M., Ferdowsi, S. (2019). Behavior Study of Supply and Demand in Tourism Based on the Changess of the Capitalist System (Case: Karaj City and Surrounding Villages), Research Project, Bozorgmehr University of Qaenat. [in Persian]
Mohammadi, M. (2016). Destination Tourism Services Suppliers Attitude toward the Role of Social Media in Tourism Destination Marketing in the City of Ramsar. Journal of Tourism Planning and Development 5(19): 75-93. [in Persian]
Mohammadi, M., Mirtaghian Roodsari, S.M. (2016). Study of Tourist attitudes toward Role of Social Media in Travel Planning Process. Journal of New Media Studies 2(8): 203-238. [in Persian]
Mohammadi, M., Mirtaghian Rudsari, S.M. (2018). Attitude of Tourism Service Supplier on the Role of Social Media in the Destination of Tourism. Journal of New Media Studies 4(16): 235-262. [in Persian]
Moulaei, H., Rahimi Rad, Z. (2018). The Measurement of Subsistence in Iranian Rural Households over 1989-2013. Journal of Village and Development 20(4): 121-141. [in Persian]
Mowforth, M., Munt, I. (1998). Tourism and Sustainability. New Tourism in the Third World. London and New York: Routledge.
Mullins, P. (1991). Tourism Urbanization. International Journal of Urban and Regional Research, 15(3): 326-342.
Mussalam, G.Q.,Tajeddini, K. (2016). Tourism in Switzerland: How perceptions of place attributes for short and long holiday can influence destination choice, Journal of Hospitality and Tourism Management 26: 18-26.
Oppenheim, A.N. (1990). Questionnaire design and attitude measurement, Translated by Marzieh Karimnia, Mashhad: Astan Quds Razavi Publication. [in Persian]
Page, S. (1995). Urban Tourism. Routledge, London.
Papoli Yazdi, M.H., Saghaei, M. (2006). Tourism: Nature and Concepts, Tehran: SAMT Publication. [in Persian]
Parrinello, G.L.(1993). Motivation and anticipation in post-industrial tourism. Annals of Tourism Research 20(2): 223-249.
Piore, M., Sabel, C. (1984). The Second Industrial Divide - Possibilities for Prosperity. Basic Books, New York.
Poon, A. (1989). Competitive strategies for a new tourism. In Progress in Recreation, Hospitality, and Recreation Management, ed. C. Cooper. Belhaven Press, London, pp. 91-102.
Poon, A. (1994). The “New Tourism” Revolution, Tourism Management 15(2): 91–92.
Pretes, M. (1995). Postmodern tourism: The Santa Claus industry. Annals of Tourism Research 22(1): 1-15.
Ritzer, G. (1996). The McDonaldization of Society: An Investigation into the Changing Character of Contemporary Social Life. Thousand Oaks, CA: Pine Forge Press.
Ritzer, G. (1998). The McDonaldization Thesis. Explorations and Extensions. London: Sage.
Ritzer, G., Liska, A. (1997). McDisneyization” and “Post-Tourism”: complementary perspectives on contemporary tourism, In Chris Rojek, John Urry (Ed), Touring cultures: Transformations of travel and theory, pp. 96-109, London, New York: Routledge.
Rojek, C. (1995). Decentering Leisure: Rethinking Leisure Theory. London, Thousand Oaks, CA and New Delhi: Sage.
Roshan, R. (2018). The comparison of habit formation of urban and rural households for food and non-food goods: using Envelope theorem and Euler equations approach. Quarterly Journal of Applied Economics Studiesin Iran 7(26): 51-69. (In Persian).
Schmidhauser, H. (1992). The distinction between short and long holidays. The Tourist Review 47(2): 10–13.
Sehofield, P. (1996). Cinematographic Images of a City, Tourism Management 17(5): 333-340.
Seif, V. (2014). The position of small and medium-sized firms in the country's economy, the conference of small and early-stage firms, available at http://cbi.ir/showitem/12096.aspx [in Persian]
Shaw, G., Williams, A. (1994). Critical Issues in Tourism: A Geographical Perspective. Basil Blackwell, Oxford.
Shiri, M., Ghazi Tabatabaei, M., Sadeghi, R., Raghfar, H. (2015). The study of effect of social and demographic factors on consumption pattern in rural and urban areas of Iran, Journal of Community Development 7(1): 1-28. [in Persian]
Stamboulis, Y. (2003). Innovation Strategies and Technology for Experience-Basede Tourism, Tourism Management 24(1): 35-43.
Storper, M., Walker, R. (1989). The Capitalist Imperative: Territory, Technology, and Industrial Growth. New York: Blackwell.
Torkamani, J., Dehghanpour, H. (2009). Investigation of Consumer Behavior in Urban and Rural Households of Iran. Journal of Science and Technology of Agriculture and Natural Resources 13(48): 391-402. [in Persian]
Torres, R. (2002). Cancun's Tourism Development from a Fordist Spectrum of Analysis. tourist studies 2(1): 87-116.
Tribe, J. (1997). Corporate Strategy for Tourism, Thomson.
Urry, J. (1990a). The “Consumption” of Tourism, Sociology 24(1): 23–35.
Urry, J. (1990b). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London, Newbury Park, CA and New Delhi: Sage.
Urry, J. (1995). Consuming Places. Routledge, London
Vahabi, M. (2009), From the Fordi system to the neoliberal model, the Alborz Analytical Website, available at: www.alborznet.ir [in Persian]
Vanhove, N. (1997). Mass tourism: Benefits and costs. In S. Wahab and J.J. Pigram (eds.). Tourism Development and Growth - The Challenge of Sustainability (pp.50-77). London: Routledge.
Varmazyari, H., Babaii, M., Imani, B. (2018). Analysis of the Factors Affecting the Willingness of Tourists for Tour-based Rural Trips: A Case Study of Rural Tourists in Maragheh County. Journal of Rural Research 9(2): 236-249. [in Persian]
Watkins, P. (1994). The Fordist/Post-Fordist debate: The Educational Implications, In: J. Kenway (Ed.), Economising Education: the Post-Fordist Directions, pp.1-43, Deakin University.
Webster, F. (2003). Theories of the Information Society, Translation by Mehdi Davoodi, Tehran: Publication of Ministry of Foreign Affairs. [in Persian]
Williams, A., Shaw, G. (1998). Tourism and the environment: sustainability and economic restructuring. In Hall, C. M., Lew, A.A. (Ed), Tourism and the environment: sustainability and economic restructuring, pp. 49-59, UK: Harlow
Williams, D. (2001). Leisure Placed and Modernity, In Crouch, D (Ed), Leisure/tourism geographies: practices and geographical knowledge, pp. 214-230, London, UK: Routledge.
Zargham Broujeni, H. (2010). Tourism Development Planning, Mahkameh Publication, Tehran. [in Persian]
)