مطالعات جغرافیایی مناطق کوهستانی

مطالعات جغرافیایی مناطق کوهستانی

واکاوی اثرات بازاریابی بر توسعه گردشگری روستاهای هدف گردشگری زنجان

نویسندگان
گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران.
10.22034/gsma.2026.736515
چکیده
هدف: پژوهش حاضر با هدف واکاوی اثرات بازاریابی بر توسعه گردشگری روستاهای هدف استان زنجان انجام شده است.
روش: پژوهش از نظر هدف کاربردی و از نظر ماهیت کمی-توصیفی با رویکرد پیمایشی است. جامعه آماری شامل گردشگران، جوامع محلی و فعالان گردشگری در روستاهای هدف استان زنجان شامل شدند. ابزار گردآوری داده‌ها پرسشنامه محقق‌ساخته بود. برای تحلیل داده‌ها از آزمون‌های تی تک‌نمونه‌ای، همبستگی پیرسون و رگرسیون چندگانه در نرم‌افزار SPSS استفاده شد.
نتایج: یافته‌ها نشان داد وضعیت مؤلفه‌های آمیخته بازاریابی در روستاهای هدف در سطح «متوسط رو به بالا» قرار دارد. نقاط قوت اصلی در مؤلفه‌های «محصول» (جاذبه‌های طبیعی و فرهنگی) و «ترویج» (حمایت مسئولان) و نقاط ضعف اصلی در «سیاست‌های قیمت‌گذاری فصلی» و «دسترسی به شبکه‌های ارتباطی سریع» بود. آزمون همبستگی پیرسون رابطه مثبت و معناداری بین بازاریابی و توسعه گردشگری در ابعاد اقتصادی، اجتماعی، کالبدی-زیرساختی و محیط‌زیستی نشان داد (P<0.001). تحلیل رگرسیون چندگانه نشان داد مؤلفه‌های «محصول» و «قیمت» بیشترین تأثیر استاندارد شده را دارند. همچنین مؤلفه «قیمت» با بیشترین اثر کل (268/0) و بالاترین تأثیر کمی (B=1.554) در اولویت اول اقدامات بازاریابی قرار گرفت. رتبه‌بندی روستاها نشان داد روستای «شیت» با میانگین 42/3 بالاترین و روستاهای «سنبل آباد» (09/3) و «بهستان» (10/3) پایین‌ترین سطح توسعه گردشگری را دارند.
نتیجه­گیری: بازاریابی نقش کلیدی در توسعه گردشگری روستایی استان زنجان ایفا می‌کند و اولویت اقدامات به ترتیب شامل بهبود سیاست‌های قیمت‌گذاری، تقویت فعالیت‌های ترویجی، ارتقای کیفیت محصولات و بهبود دسترسی است. برای کاهش شکاف توسعه‌ای میان روستاها، پیشنهاد می‌شود برنامه‌های بازاریابی هدفمند با تأکید بر روستاهای کم‌برخوردار تدوین شود و زیرساخت‌های ارتباطی و مشارکت اجتماعی جوامع محلی تقویت گردد.
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