سیاست گذاری پیشرفت شهری

سیاست گذاری پیشرفت شهری

بهینه‌سازی جذب گردشگر در درۀ تاریخی خرم‌آباد: با رویکرد برنامه‌ریزی گردشگری پایدار شهری

نوع مقاله : مقاله پژوهشی

نویسنده
دانشجوی دکتری، گروه مدیریت، دانشکدۀ مدیریت و اقتصاد، دانشگاه لرستان، خرم‌آباد، ایران
چکیده
درۀ تاریخی خرم‌آباد به ‌عنوان یکی از زیستگاه‌های کهن بشری ایران و ثبت‌شده در فهرست میراث جهانی یونسکو، ظرفیت‌های منحصربه‌فردی در گردشگری طبیعی و فرهنگی دارد، اما چالش‌های زیرساختی، بازاریابی و برنامه‌ریزی مانع بهره‌برداری پایدار آن شده است. این پژوهش با هدف تعیین ترکیب بهینۀ سه عامل «زیرساخت گردشگری»، «بازاریابی و تبلیغات مقصد» و «رویدادهای فرهنگی ـ تفریحی» برای بیشینه‌سازی جذب گردشگر، از روش مدل‌سازی سطح پاسخ با طرح مرکب مرکزی بهره گرفت. جامعۀ آماری شامل ۱۰۱ نفر از فعالان گردشگری لرستان بود و داده‌ها با پرسش‌نامۀ ۹‌درجه‌ای لیکرت در سناریوهای فرضی جمع‌آوری شد. مدل درجۀ دوم با ضریب تبیین 9638/0 بهینه انتخاب شد. نتایج نشان داد بازاریابی قوی‌ترین اثر خطی (ضریب 23/1)، زیرساخت اثر درجۀ دوم مثبت (بازدهی فزاینده) و رویدادها اثر درجۀ دوم منفی (اشباع پس از سطح بهینه) دارد. تعامل مثبت بازاریابی و رویدادها هم‌افزایی ایجاد می‌کند. ترکیب بهینه (زیرساخت و بازاریابی در سطح ۹، رویدادها در 015/8) جذب را به 98/7 می‌رساند. یافته‌ها بر ضرورت رویکرد یکپارچه و داده‌محور در برنامه‌ریزی گردشگری پایدار تأکید دارد. پیشنهادها شامل تشکیل کمیتۀ راهبری، سرمایه‌گذاری پلکانی زیرساختی، بازاریابی هوشمند و مدیریت بهینۀ رویدادها است.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Optimizing Tourist Attraction in the Historic Khorramabad Valley: A Sustainable Urban Tourism Planning Approach

نویسنده English

Ali Asghar Abdeshahi
Ph.D. Candidate, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
چکیده English

The Historic Khorramabad Valley, one of Iran’s oldest human settlements and a UNESCO World Heritage Site, holds exceptional natural and cultural tourism potential, yet faces barriers in infrastructure, marketing, and planning. This study aimed to determine the optimal combination of tourism infrastructure, destination marketing, and cultural-recreational events to maximize tourist attraction using Response Surface Methodology (RSM) with Central Composite Design. The sample included 101 tourism practitioners in Lorestan, assessed via a 9-point Likert questionnaire under hypothetical scenarios. The quadratic model (R² = 0.9638) was optimal. Results revealed marketing with the strongest linear effect (coefficient 1.23), infrastructure with positive quadratic effect (increasing returns), and events with negative quadratic effect (diminishing returns beyond optimum). A positive marketing-events interaction indicated synergy. The optimal mix infrastructure and marketing at level 9, events at 8.015 yielded 7.98 attraction. Findings underscore the need for integrated, data-driven sustainable tourism planning. Recommendations include forming an inter-sectoral steering committee, phased infrastructure investment, smart marketing, and optimized event management.

کلیدواژه‌ها English

Data-driven policymaking
World Heritage
Destination management
Tourism carrying capacity
Response Surface Methodology (RSM)
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دوره 3، شماره 2
تابستان 1405
صفحه 299-314

  • تاریخ دریافت 01 آبان 1404
  • تاریخ بازنگری 01 دی 1404
  • تاریخ پذیرش 01 اسفند 1404
  • تاریخ انتشار 11 خرداد 1405