چکیده:
گردشگری، یکی از پویاترین فعالیتهای اقتصادی عصر حاضر است که میتواند نقش مهمی در توسعه شهرها و نیل به پایداری ایفا کند. یکی از مهمترین جاذبههای گردشگری کشور ایران و کلانشهر تهران مجموعه بازارهای سنتی است. بازار یک سیستم اقتصادی و درعینحال فضایی تاریخی با بافتی کهن و جاذبههای گوناگون اقتصادی، معماری، فرهنگی است که از دیرباز به علت چند عملکردی بودن و گره خوردن وجه تاریخی آن با دیگر کاربریها جذابیت خاصی برای گردشگران داشته است؛ بازار بزرگ تهران علیرغم داشتن چنین ظرفیتی در صنعت گردشگری و استقبال گردشگران، هنوز جایگاه ویژه خود رابین مقاصد گردشگری پیدا نکرده است. یکی از دلایل عمده این مسئله بیتوجهی به عناصر کلیدی مقصد گردشگری و ارزیابی نکردن سطح مطلوبیت کیفیت آنهاست که در پژوهش حاضر به این مسئله پرداختهشده است. هدف از پژوهش حاضر ارزیابی میزان مطلوبیت کیفیت مقصد گردشگری بازار تهران است. روش پژوهش توصیفی- تحلیلی و به لحاظ هدف کاربردی. است. گردآوری اطلاعات به روش کتابخانهای- میدانی است. در این مقاله برانیم که کدامیک از شاخصهای استانداردشده جهانی قابلیت ارتقا سطح مطلوبیت منطقه 12 تهران بهعنوان بخش گردشگری تهران را دارا است؟ به همین منظور با استفاده از مدل SWARA، شاخصها در اختیار 20 نفر از خبرگان و کارشناسان آشنا به منطقه قرار گرفت و نهایتاً با وزن دهی آنها از بین شاخصهای کیفیت محیط و رضایتمندی گردشگر که هشت معیار اصلی و 37 زیر معیار داشت، شاخص خدمات گردشگری با وزن5914/0، شاخص زیستمحیطی با وزن2414/0و شاخص زیرساختی با وزن نهایی 0918/0 از نقشآفرینترین شاخصها، در به مطلوبیت رساندن کیفیت مقصد و جلب رضایت گردشگر جهت ارائه راهبردهای بهبود وضعیت محدوده موردمطالعه هستند..
Title: Assessing the desirability of tourism destination quality indicators in the center of Tehran Case study: Bazar Bozorg, District 12 of Tehran Introduction: Industrial tourism is multifaceted and complex, which has improved foreign exchange earnings, economic diversity and job opportunities for the local community (Aref, 2011: 26) and ultimately provides an impact on the lives of local communities. Tourism acts like a double-edged sword, on the one hand it carries benefits for the host community and on the other hand it has needs and wants that the host community incurs costs and by improving the economic, social, cultural and environmental dimensions of the destination can improve or degrade The quality of life of the local community plays a prominent role; On the other hand, a quality tourist destination that can meet the needs of tourists is both a tourism development and a strong source of income for the region. One of the most important tourist destinations that has attracted many tourists in recent years are urban centers. In Islamic countries, this part of the city usually plays a role with its market. Traditional markets are one of the main elements of the city, which along with other elements such as mosques, schools, baths and caravanserais cause the city to be structured and if this part of the city is strengthened and adapted. It has many added values in these contexts as a historical space and tourism (Najafi, 1390: 13). The central part of Tehran and the limited part of Tehran's Grand Bazaar, which despite its historical, commercial and urban history and high capacity of reception and at the same time the ability to satisfy the tourist spirit due to the multiplicity and variety of tourist attractions at different local, national and international levels, is pregnant today. District 12 of Tehran due to its location in the historical core of Tehran and the existence of cultural and historical centers, including: 38 parks and green spaces, 4 theaters, 21 inns, 18 hotels, 12 Golestan Palace Museum, glassware , Stamps, national jewelry, coins, synagogues, Tehran Grand Bazaar and various guilds Hundreds of valuable historical monuments, some of which have not yet been registered as national monuments, can be the cultural and tourist center in this metropolis. Traditional bazaar as a shopping center has an effective role in our national economy and at the same time as a dynamic element of the city with historical antiquity and original Iranian architecture, can be very effective in attracting tourists, the question is given the high potential of the region 12 Tehran in attracting tourists, what indicators are able to increase the necessary utility in this area of tourism? research method: The present study is a descriptive-analytical study and its statistical data have been collected by survey method. Data analysis was performed using the Savara model. First, the indicators are extracted from theoretical foundations and presented to 20 experts and experts familiar with the region, and finally, indigenous indicators by experts in the form of eight main criteria and thirty-seven sub-criteria (environmental criteria with 5 sub-criteria, physical criteria with 7 sub-criteria, infrastructure criterion with 4 sub-criteria, social criterion with 6 sub-criteria, transportation criterion with 6 sub-criteria, tourism economics criterion with 3 sub-criteria, tourism service criterion with 3 sub-criteria, tourism product criterion with 3 sub-criteria) by Experts evaluated with the Savara model. Discussion and Findings: According to the Savara model, the tourism services index with a final weight of 0.5914, the environmental index with a weight of 0.2414 and the infrastructure index with a weight of 0.0918 are in the priority of presenting a strategy to improve the quality of the tourist destination in region 12. Conclusion: The results obtained from the combination of environmental quality indicators and the quality of tourism services to measure the desirability, indicate the fact that the tourism industry in the study area needs to review the indicators and currently does not provide the necessary desirability in the region while there is potential to attract tourists. However, due to the weakness in the quality of indicators (tourism destinations, tourism services) and the lack of awareness of officials and experts about this study-executive gap, this tourism destination may not be as much attention as tourists and does not have a good position among tourism destinations. Suggestions for improving the quality of tourism destinations with emphasis on three indicators of tourism services, environmental index and infrastructure index, District 12 of Tehran are presented: Upgrading the tourism services index: Preparing a strategic document for tourism in Tehran Grand Bazaar complex and determining the policies of the main planning lines to attract foreign tourists Training of specialized and familiar personnel with the elements of tourism, establishment of permanent tourism information centers and placing signboards in English and Arabic in the market area Media advertising at the international level to identify the market area and its various attractions Creating the necessary measures for the protection and sustainability of attractions, holding exhibitions and ethnic-cultural festivals in the region Empowering people-centered organizations and groups (NGOs) to revive and revive cultural attractions and traditional customs such as local clothing, poetry and ..... Improving the quality of restaurants and accommodations, launching and updated and globalized services such as international card readers and access to high-speed internet lines Upgrading the environmental index: Implementation of urgent programs to reduce air pollution (transfer of pollution centers, bus terminals outside the historic city center), completion of sewerage network. Surface water collection system and waste management system and environmental health Increase green space in the area رفع In order to solve environmental problems, transferable workshop industries should be excluded from the fabric. Infrastructure index upgrade: Non-interference of users and change