تأثیر تحلیل کلان‌داده‌ها بر توسعة گردشگری پایدار در شهر تهران با تأکید بر عوامل اقتصادی، سیاسی و رفتاری

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه جغرافیا، دانشگاه پیام نور، تهران، ایران

چکیده

    تحلیل کلان­داده‌ها می‌تواند با بهینه‌سازی مدیریت منابع، پیش‌بینی روندهای اقتصادی و بهبود سیاست‌های گردشگری، به توسعة پایدار گردشگری کمک کند. این فناوری همچنین می‌تواند تأثیرات منفی بر محیط­زیست و جوامع را کاهش داده و رفتارهای گردشگران را بهبود بخشد. در این راستا، پژوهش حاضر با هدف تأثیر تحلیل کلان­داده‌ها بر توسعة گردشگری پایدار در شهر تهران با تأکید بر عوامل اقتصادی، سیاسی و رفتاری تدوین شده است. روش پژوهش از لحاظ هدف کاربردی و از لحاظ نوع توصیفی-تحلیلی از شاخة تحلیل مسیر است. روش گرداوری داده‌ها، پرسش­نامة آنلاین ذی­نفعان صنعت گردشگری است که حجم نمونة آماری آن به­صورت نمونه­گیری گلوله­ برفی 70 نفر از ذی‌نفعان صنعت گردشگری انتخاب شده است. روش تجزیه­وتحلیل داده­ها با استفاده از مدل­سازی معادلات ساختاری و استفاده از نرم‌فزار «SMARTPLS3» می‌باشد. نتایج توصیفی نشان­داد که میانگین شاخص‌های گردشگری پایدار (17/3) و عوامل اقتصادی (09/3) بالاترین اهمیت را دارند، در حالی­که تحلیل کلان­داده‌ها (54/2) و کنترل رفتاری (3) کمترین تمرکز را دریافت کرده‌اند. همچنین، کمترین پراکندگی در استفاده از شیوه‌های گردشگری پایدار (9/18 درصد) و بیشترین پراکندگی در اهمیت تولید درآمد (4/37 درصد) مشاهده شد که نشان‌دهندة تفاوت نظرات دربارة اهمیت تولید درآمد و یکنواختی نظرات دربارة گردشگری پایدار است. نتایج استنباطی بیانگر این است که کلان­داده‌ها تأثیر معناداری بر عوامل اقتصادی و کنترل رفتاری ادراک‌شده دارند اما تأثیر آن­ها بر چارچوب سیاست معنادار نیست. عوامل اقتصادی و چارچوب سیاست به‌عنوان متغیرهای میانجی، تأثیر معناداری بر گردشگری پایدار دارند در حالی­که کنترل رفتاری ادراک‌شده تأثیر معناداری ندارد؛ بنابراین، برای بهبود توسعة گردشگری پایدار، باید بر بهینه‌سازی سیاست‌ها و استراتژی‌های اقتصادی تمرکز شود و اقدامات مؤثری برای افزایش آگاهی و کنترل رفتار گردشگران انجام گیرد. توجه به این عوامل می‌تواند تأثیرات مثبت و پایداری را در صنعت گردشگری و محیط­زیست ایجاد کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Effect of Big Data Analysis on the Development of Sustainable Tourism in Tehran with an Emphasis on Economic, Political and Behavioral Factors

نویسنده [English]

  • leily Bakhtiari
Assistant Professor of Geography, Payame Noor University, Tehran, Iarn
چکیده [English]

Big data analytics can contribute to sustainable tourism development by optimizing resource management, forecasting economic trends, and improving tourism policies. This technology can also mitigate negative impacts on the environment and communities while enhancing tourist behavior. In this context, the present study aims to investigate the impact of big data analytics on sustainable tourism development in Tehran, with a focus on economic, political, and behavioral factors. The research method is applied in terms of purpose and descriptive-analytical in nature, utilizing path analysis. Data were collected using an online questionnaire distributed among stakeholders in the tourism industry, with a snowball sampling method selecting 70 participants. Data analysis was conducted using structural equation modeling with SMARTPLS3 software. Descriptive results indicated that the average scores for sustainable tourism indicators (3.17) and economic factors (3.09) had the highest significance, while big data analytics (2.54) and behavioral control (3.00) received the least focus. Additionally, the lowest dispersion was observed in the adoption of sustainable tourism practices (18.9%), while the highest dispersion was in the importance of revenue generation (37.4%), highlighting differences in opinions on revenue generation and uniformity in views on sustainable tourism. Inferential results indicate that big data has a significant impact on economic factors and perceived behavioral control but does not significantly affect the policy framework. Economic factors and the policy framework, as mediating variables, have a significant impact on sustainable tourism, whereas perceived behavioral control does not. Therefore, to enhance sustainable tourism development, efforts should focus on optimizing policies and economic strategies and implementing effective measures to increase awareness and control tourist behavior. Attention to these factors can generate positive and sustainable impacts on the tourism industry and the environment.

کلیدواژه‌ها [English]

  • Big data analysis
  • Sustainable tourism
  • Economic factors
  • Tourism policies
  • Perceived behavioral control
  • Tehran city

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  • تاریخ دریافت: 08 آبان 1403
  • تاریخ بازنگری: 16 اردیبهشت 1404
  • تاریخ پذیرش: 20 اردیبهشت 1404

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