Investigation of the role of creativity index in the formation of the third generation of tourism (Case study: Zanjan city)

Authors
elias mavedat 1
mojgan asadi 2
1 Assistant Professor of Urbanization, Jundi-Shapur University of Technology, Dezful, Iran
2 Master of Urban Design, Jundishapur University of Technology, Dezful, Iran
Abstract
The development of third-generation tourism is part of a general shift towards developing attractive places for people to live, work and visit, and this growing connection encourages the development of the creative tourism industry. Therefore, creative tourism allows tourists to develop their creative skills and talents through contact with local people and their culture. The present study has an applied developmental nature and in terms of research methods, it was conducted in the form of fieldwork, questionnaires and library methods, with the overall aim of investigating the potential of creative tourism in the city of Zanjan. Also, a number of prominent and attractive tourist areas were purposefully selected for data analysis. The characteristics that have increased or decreased the use of tourism facilities were collected through a survey, questionnaires and objective observation, and finally the data from the questionnaire were analyzed using SPSS and AHP. The results of the research have shown that in the social index, the variable of traditional markets with a weight of 0.528, in the economic index, the creation of dynamic and creative squares with a weight of 0.220, in the physical index, the experience of producing handicrafts and selling related products with a weight of 0.292, and the experience of cooking food by tourists and holding food and soup festivals, both with a weight of 0.181, were recognized as the most important effective criteria in creating tourism creativity and developing this industry in the city of Zanjan. Among all the indicators and variables of the studied index, the social variable with a final weight of 0.565 and obtaining the first rank has the highest final score as the most important effective criteria in creating tourism creativity. Finally, using the superior components of Zanjan city's creativity, a proposed program and plan have been presented.
Keywords
tourism
Third Generation
creativity
Zanjan
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