نقش فرش ایرانی در توسعه پایدار گردشگری: بررسی عوامل مؤثر بر جذب گردشگران به صنعت فرش ایرانی

نویسندگان
آرزوسادات هاشمی امین 1
محمدحسین زین العابدین زاده مشهدی 2
1 گروه آموزشی مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه فردوسی مشهد، مشهد، ایران.
2 مدیرعامل کارخانه فرش مشهد پارسیان؛ عضو هیئت‌مدیره انجمن نساجی استان خراسان رضوی، مشهد، ایران
چکیده
این پژوهش با هدف بررسی نقش فرش ایرانی در توسعه پایدار گردشگری و ارائه راهبردهای بهینه برای تقویت جایگاه آن در بازارهای جهانی انجام شده است. گردشگری فرهنگی یکی از عوامل کلیدی در جذب گردشگران بین‌المللی به ایران است و فرش ایرانی، به‌عنوان نمادی از هنر و هویت ملی، می‌تواند سهم بسزایی در این حوزه ایفا کند. پژوهش حاضر از روش کیفی و استراتژی تحلیل مضمون بهره گرفته است. جامعه آماری این پژوهش شامل ۳۵ نفر از خبرگان صنعت گردشگری و فرش بود که با استفاده از روش نمونه‌گیری هدفمند انتخاب شدند. داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته گردآوری شده و با استفاده از روش کدگذاری باز و محوری در نرم‌افزار MAXQDA تحلیل شدند. نتایج پژوهش نشان داد که هفت بُعد کلیدی—اقتصادی، فرهنگی، جغرافیایی، اجتماعی، سیاسی، محیطی و فناورانه—در افزایش جذابیت گردشگری مبتنی بر فرش ایرانی تأثیرگذار هستند. یافته‌ها نشان می‌دهد که راهکارهایی مانند توسعه موزه‌های فرش به‌عنوان مقاصد گردشگری، برگزاری تورهای تخصصی فرش، ترویج تولیدات سازگار با محیط‌زیست، بهره‌گیری از بازاریابی دیجیتال و ایجاد زیرساخت‌های حمایتی دولتی می‌تواند سهم صنعت فرش در گردشگری را تقویت کند. این پژوهش ضمن ارائه بینش‌های راهبردی برای سیاست‌گذاران، فعالان صنعت گردشگری و تولیدکنندگان فرش، بر اهمیت هم‌افزایی میان هنر سنتی و نوآوری‌های گردشگری تأکید دارد تا صنعت فرش ایرانی بتواند جایگاه خود را در بازار گردشگری جهانی تثبیت و توسعه دهد.
کلیدواژه‌ها
فرش ایرانی
توسعه پایدار گردشگری
تحلیل مضمون
جذب گردشگران

عنوان مقاله English

The Role of Persian Carpets in Sustainable Tourism Development: Examining the Factors Influencing Tourist Attraction to the Persian Carpet Industry

نویسندگان English

Arezoosadat Hashemiamin 1
Mohammadhossein Zeinalabedinzadeh Mashhadi 2
1 Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
2 CEO of Mashhad Parsian Carpet Factory; Member of the Board of Directors of Khorasan Razavi Province Textile Association, Mashhad, Iran
چکیده English

This study aims to examine the role of Persian carpets in sustainable tourism development and to propose optimal strategies for enhancing their position in global markets. Cultural tourism is a key factor in attracting international tourists to Iran, and Persian carpets, as symbols of art and national identity, can play a significant role in this domain. The research employs a qualitative methodology and a thematic analysis strategy. The study’s sample consists of 35 experts from the tourism and carpet industries, selected through purposive sampling. Data were collected through semi-structured interviews and analyzed using open and axial coding in MAXQDA software. The findings reveal seven key dimensions—economic, cultural, geographical, social, political, environmental, and technological—that influence the appeal of carpet-based tourism. The results suggest that strategies such as establishing carpet museums as tourist attractions, organizing specialized carpet tours, promoting eco-friendly production, leveraging digital marketing, and developing government support infrastructures can enhance the role of the carpet industry in tourism. This research provides strategic insights for policymakers, tourism professionals, and carpet manufacturers, emphasizing the synergy between traditional craftsmanship and tourism innovation. By adopting these approaches, the Persian carpet industry can strengthen and expand its position in the global tourism market.

کلیدواژه‌ها English

Persian Carpet
Sustainable tourism development
Thematic analysis
Tourist attraction
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