Investigating tourism competitiveness indicators with total quality management approach (Case study: accommodation centers of Tabriz city)

Document Type : Research Paper

Authors

1 Department of Urban Planning, Faculty of Planning and Environmental Sciences, University of Tabriz, Tabriz, Iran

2 The University of Tabriz , Tabriz. Iran

10.22034/gp.2024.59754.3221

Abstract

in recent years , competitiveness is considered as an effective economic concept on sustainable development of tourism industry .perhaps until a few years ago , only a service such as clean rooms , transport service and appropriate food would satisfy the customers of hotels ; but at the moment the hotel passengers will evaluate the entire service of receiving services from entering residential places to the leaving stage and compare their expectations with the quality of the offered services and make the assessment the basis for future reference .one of the most important features of residential services is to create a sense of comfort and comfort to customers through a high - quality relationship and paying attention to providing mental and physical needs of passengers .the present research is descriptive - analytical and applied in terms of purpose .according to the studied indices , for gathering data , library research method and then میدانی ( questionnaire method - likert spectrum ) were used from tourists of residential centers in tabriz .to analyze the collected data using spss software and one sample t - test ( t - test ) was used to evaluate the competitiveness indices of tabriz city .multivariate regression analysis and analysis of variance ( anova ) were used to investigate and study the relationship between the indicators of tourism development in tabriz and total quality management and to determine the effect of each of the variables of total quality management on tourism competitiveness in tabriz .also , to investigate the relationship between variables in the period of june and october to 2023 , its correlation was also studied , which was positive and the results showed that by applying total quality management , the size of tourism competitiveness indices increase over time in tabriz residential centers .

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Full Text

در سال‌های اخیر رقابت‌پذیری به‌عنوان مفهوم اقتصادی تأثیرگذار بر توسعه پایدار صنعت گردشگری مطرح می‌شود. شاید تا چند سال پیش فقط ارائه خدماتی مثل اتاق‌های تمیز، سرویس حمل‌ونقل و غذای مناسب، مشتریان هتل‌ها را راضی نگه می‌داشت؛ ولی در حال حاضر مسافران هتل‌ها کل فرایند دریافت خدمات از مرحله ورود به اماکن اقامتی تا مرحله ترک آن را مورد ارزیابی قرار می‌دهند و انتظارات خود را با کیفیت خدمات ارائه‌شده مقایسه و این ارزیابی را مبنای مراجعات بعدی قرار می‌دهند. از مهم‌ترین ویژگی‌های خدمات اقامتی، ایجاد حس اطمینان و آسایش به مشتریان از طریق رابطه‌ای باکیفیت بالا و توجه به تأمین نیازهای روحی و جسمی مسافران هست. پژوهش حاضر از نوع توصیفی - تحلیلی و به لحاظ هدف کاربردی است. باتوجه‌به  شاخص‌های مورد بررسی، برای جمع‌آوری داده‌ها از روش تحقیق کتابخانه‌ای و سپس میدانی (روش پرسش‌نامه - طیف لیکرت) از گردشگران مراکز اقامتی در تبریز استفاده شده است. برای تجزیه‌وتحلیل داده‌های گردآوری‌شده با استفاده از نرم‌افزار SPSS و آزمون‌های آماری تی تک نمونه‌ای   (T-Test) به‌منظور ارزیابی شاخص‌های رقابت‌پذیری شهر تبریز استفاده شد. از تحلیل رگرسیون چندمتغیره و تحلیل واریانس (Anova) برای بررسی و مطالعه وجود رابطه بین شاخص‌های رقابت‌پذیری گردشگری شهر تبریز و مدیریت کیفیت فراگیر و مشخص‌کردن تأثیر هر یک از متغیرهای مدیریت کیفیت فراگیر بر رقابت‌پذیری گردشگری شهر تبریز استفاده‌ شد. همچنین برای چگونگی روابط بین متغیرها در بازه سه‌ماهه تیرماه و مهرماه 1402، همبستگی آن هم مورد بررسی قرار گرفت که از نوع مثبت بود و نتایج پژوهش نشان داد که با اعمال مدیریت کیفیت فراگیر، اندازه شاخص‌های رقابت‌پذیری گردشگری نیز در طول زمان در مراکز اقامتی تبریز افزایش پیدا می‌کند.

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