نوع مقاله : مقاله پژوهشی

نویسندگان

• نرگس لاریجانی ^{1، 2}
• مرتضی شفیعی ³
• سید اسماعیل نجفی ⁴

¹ دانشجوی دکتری گروه مدیریت و برنامه ریزی فرهنگی، پردیس علوم و تحقیقات فارس، دانشگاه آزاد اسلامی، فارس، ایران.

² دانشجوی دکتری گروه مدیریت و برنامه ریزی فرهنگی، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.

³ دانشیار گروه مدیریت صنعتی، دانشکده اقتصاد و مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران

⁴ دانشیار گروه مهندسی صنایع، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف از مطالعه حاضر، شناسایی استراتژی­های فرهنگی مراکز بوم­گردی استان مازندران با رویکردی بر تحلیل مضمون است. این مطالعه بر اساس هدف، کاربردی است. رویکرد پژوهش، کیفی و جامعه آماری شامل 137 روایت‏ مربوط به استراتژی­های فرهنگی مراکز بوم­گردی استان مازندران در رسانه­های اجتماعی آنلاین است. به کمک اشباع ­نظری و نمونه­گیری قضاوتی 113 روایت، مورد بررسی قرار گرفتند. روایت‏ها با جست‏وجو در وب‏سایت‏های بوم­گردی و با روش سه‌ مرحله‏ای باز، محوری و انتخابی به­صورت دستی کدگذاری شدند و سپس براساس روش SWOT، نقاط مختلف تلفیق شدند و در قالب شبکه ‏مضامین نشان داده شدند. نتایج حاکی از شناسایی 10 مضمون سازمان‏دهنده و 75 مضمون پایه در خصوص استراتژی‌های فرهنگی مراکز بوم­گردی استان مازندران به‏عنوان مضمون فراگیر است. همچنین، نتایج نشان می‌دهد که استراتژی­های فرهنگی مراکز بوم­گردی استان مازندران شامل استراتژی فرهنگ یادگیری، استراتژی فرهنگ یادگیری الکترونیکی، استراتژی فرهنگ به‌کارگیری تکنولوژی، استراتژی فرهنگ گردشگری خلاق، استراتژی فرهنگ گردشگری غذا، استراتژی فرهنگ سبز، استراتژی فرهنگی اجتماعی، استراتژی فرهنگی هنری، استراتژی فرهنگی اقتصادی، استراتژی بازاریابی فرهنگی است.

کلیدواژه‌ها

• استراتژی‌های فرهنگی
• گردشگری
• عملکرد
• مراکز بوم‌گردی

موضوعات

• مدیریت گردشگری

عنوان مقاله [English]

Identification of cultural strategies of ecotourism centers in Mazandaran province with an approach based on theme analysis

نویسندگان [English]

• Narges Larijani ^{1 2}
• Morteza Shafiee ³
• Seyyed Ismail Najafi ⁴

¹ Ph.D. Student, Department of Cultural Planning and Management, Fars Science and Research Branch, Islamic Azad University, Fars, Iran.|Ph.D. Student, Department of Cultural Planning and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

² Ph.D. Student, Department of Cultural Planning and Management, Fars Science and Research Branch, Islamic Azad University, Fars, Iran.|Ph.D. Student, Department of Cultural Planning and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

³ Associate professor of Industrial Management, Economic and Management faculty, Shiraz Branch, Islamic Azad University, Shiraz, Iran

⁴ Associate Professor, Department of Industrial Engineering, Research Science Unit, Islamic Azad University, Tehran, Iran.

چکیده [English]

The present study aims to identify the cultural strategies of the ecotourism centers of Mazandaran province with an approach based on thematic analysis. This study is practical based on the purpose. The qualitative research approach and the statistical population included 137 narratives related to cultural strategies of Mazandaran province ecotourism centers in online social media. One hundred thirteen narratives were analyzed with the help of theoretical saturation and judgmental sampling. Narratives were manually coded by searching tourism websites and using a three-step open, central, and selective method, and then based on the SWOT method; different points were combined and shown in the form of a network of topics. The results indicate the identification of 10 organizing themes and 75 basic themes regarding the cultural strategies of the eco-tourism centers of Mazandaran province as comprehensive themes. Also, the results show that the cultural strategies of Mazandaran eco-tourism centers include a learning culture strategy, e-learning culture strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy.
Introduction
Ecotourism is a new type of tourism that appeals to educated and adventurous personalities who enjoy undeveloped and unspoiled natural, cultural, and historical places. Developing ecotourism aims to protect the nature of areas by providing income, protecting the environment, and educating and involving local communities. To develop the culture of ecotourism, the culture of ecotourism centers must be compatible with its strategies. Otherwise, they prepare themselves to face almost a strategic failure. Having multiple strategies is essential to having a successful system. These strategies reflect tangible and intangible organizational objectives and are determined by strategic management. A manager can determine the strategies and how to implement them through strategic management. Then, organizations are evaluated based on the implementation of these strategies. Organizations that implement strategies achieve a high level of performance. In this regard, identifying the cultural strategies of ecotourism can be one of the essential steps in moving the ecotourism cycle forward and introducing potential capabilities. Through cultural strategies, plans to strengthen the region's potential and development can be effectively advanced. Therefore, the main objective of this research is to identify the dimensions of cultural strategies of ecotourism centers in Mazandaran province.
 
Methodology
The approach of this research is qualitative, and its strategy is narrative analysis. The statistical population includes all narratives related to the cultural strategies of ecotourism centers in Mazandaran province (websites and blogs), which amounted to 137 narratives, and the sample size was estimated based on the logic of the judgmental sampling method. To achieve this goal, all published narratives on websites and blogs were first examined to determine the author and date of composition. Additionally, websites and blogs containing narratives about ecotourism centers in Mazandaran province were categorized. Then, these media were examined based on their communication channels and accessibility to their managers and audiences, the level of visitors, and the presence of electronic trust symbols. Those lacking such features were excluded from the research domain, and only 113 selected narratives were considered. After identifying the themes, they were manually coded in three open, axial, and selective coding stages and displayed on the thematic network. In addition, sub-strategies were also presented based on the SWOT Method and by combining different points.
 
Discussion and conclusion
In this study, in response to the question raised, using the narrative Analysis Method and three Open, Axial, and Selective Coding Methods, as well as the SWOT Model, ten organizational themes, 75 basic themes, and one overarching theme, namely the cultural strategies of ecotourism centers in Mazandaran Province, were identified and displayed on the thematic network. In response to the main question, the results indicate that ecotourism centers should focus on the cultural learning strategy to attract tourists. Additionally, the results show that the electronic cultural learning strategy, food tourism culture strategy, and creative tourism culture strategy are cultural strategies that previous research needs to pay more attention to but are important for ecotourism. In addition, the green culture strategy is another strategy that previous research has primarily referred to as a green strategy in other statistical societies and not in tourism industries or ecotourism centers. Although it has similar indicators and criteria, such as health, non-pollution, cost-effectiveness, and adherence to environmental commitments, none have been referred to as a green cultural strategy. The social-cultural strategy is another dimension of cultural strategies of ecotourism centers in Mazandaran Province. Another result was the artistic and cultural strategy, which, although previous research has focused on various arts to attract tourists to ecotourism centers, has yet to be referred to and examined as a cultural strategy. Finally, the results showed that the economic, cultural, and cultural marketing strategies are other dimensions of the cultural strategies of ecotourism centers in Mazandaran Province.
Conclusion
Overall, the results showed that ecotourism centers that intend to improve their performance could use cultural strategies such as the learning culture strategy, electronic cultural learning strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy to achieve their objectives.

کلیدواژه‌ها [English]

• Cultural Strategies
• Tourism
• Performance
• Ecotourism Centers