Extended Abstract
Introduction
Benefiting from the valuable consequences of tourism will be possible when there is sufficient knowledge about the nature of this phenomenon and its characteristics and the capabilities of different regions of the country. Among the serious challenges to the development of tourism is the imbalanced growth between the capabilities and potentials of tourism in a region or a country with the growth of the sector providing services to tourists. Big and touristic cities are facing many problems, and this issue, especially in historical cities with traditional contexts that are located in the center of the city, makes it difficult to provide services for city residents, and the location of tourist centers in the traditional context and the pressure of tourism. This doubles the problem. In order to reduce and prevent the negative effects of tourism and proper distribution of space for providing services, it is necessary to determine the model of the city's tourist space and organize tourist spaces to provide city facilities and services such as hotels and restaurants, residences, transportation access facilities, increase the attractiveness of Cultural and artistic activities and providing tourist services. The city of Shiraz is one of the centers of attracting tourists at the national and international level in Iran. Due to its proximity to Takht Jamshid, this city hosts a large number of domestic and foreign tourists every year. Also, by having abundant environmental resources and benefiting from the cultural and historical support of several thousand years, it has a special ability to develop the tourism industry, but in terms of the prosperity of these functions, it has not been able to gain a place worthy of attention. The current research seeks to develop strategies for the development of tourism services, so that by evaluating these variables, the performance of officials and managers from the perspective of the people, experts, tourists and trustees of Shiraz city, in relation to the development of urban tourism services, and practical solutions for improvement. The existing situation and the satisfaction of tourists should be presented as a result.
Methodology
This research is considered to be an applied-developmental goal and a documentary, library, descriptive, analytical, causal and survey method. To conduct the research, first, the information available in written sources and specialized and related organizations was extracted, and in order to complete and update the information, questionnaires and observation of tourism services were used. The statistical population of this research consists of three groups. In the first part, experts, activists and senior managers of the General Department of Fars Cultural Heritage, Tourism and Handicrafts, professors specializing in tourism in universities, the cultural and social organization of the municipality, as well as private sector activists in Shiraz city were used, and in the second part, executive directors and experts were used. Related institutions and organizations and the third group are tourists The model used in the analysis of the current research is MetaSWOT.
Results and Discussion
Finally, in order to formulate the final solutions, it was judged about the amount and possibility of combining important environmental factors with resources and abilities, and it was determined whether the combination of these factors with each other is a way forward in formulating a strategy. Based on this, the most important measures in this direction can be mentioned as follows:
One of the important factors in the development of tourism services of Shiraz International Airport is that if it is managed on the basis of autonomous and self-governing management based on meritocracy (administered in the form of a company), that is, the manager collects the revenues in proportion to the expenses. Also, one of the problems in the development of tourism services is the legal and legal contradictions that have always created limitations for this sector; Therefore, it is necessary to review and resolve these contradictions in order to be able to take steps to develop tourism services from the existence of valuable ecological, historical and cultural areas in the context of Shiraz city. Considering that Shiraz is the export hub of engineering and technical services in the south of the country, by increasing the support and cooperation (financial and administrative) between official institutions, private sectors and public institutions, the creation of tourism service centers can be organized and promoted. And by emphasizing the spirit of hospitality of the people of Shiraz, which is divided due to contradictions in social and cultural laws, he strengthened it by setting moral codes in the form of a legal article in a clear and explicit manner. One of the strengths of the city of Shiraz is its uniqueness in terms of medicine and treatment, which has provided the opportunity for branding in this field.
Conclusion
Tourism services as one of the new topics in the world of urban planning have been noticed by many planners and policy makers. In this research, the city of Shiraz was considered as a destination city for tourism services. After examining the strengths and potentials of Shiraz in the direction of developing tourism services and determining the position of this city compared to two important tourism competitors, as well as the results of examining external factors, the most important of which is the wear and tear of facilities, equipment and tools used, including the road network. , hotels and guesthouses, etc., insufficient quantity and quality of facilities, equipment, amenities and service infrastructures in the city of Shiraz, lack of integrity in providing tourism services using information technology, lack of attention to fair distribution of services at the level of tourist attractions , lack of allocation of necessary and sufficient budget for tourism services, weakness in civil manners (human weaknesses, lack of social responsibility, etc.), habitation of addicts, vagabonds and vagrants in the historical and valuable context of the city.