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‫ﺳﻪﺷﻨﺒﻪ‪ 2‬ﺧﺮﺩﺍﺩ ‪ 91‬ﺷﻤﺎﺭﻩ ‪54‬‬

‫ﮔﺸﺖ ﻭ ﮔﺬﺍﺭ‬

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‫ﺍﻳﺮﺍﻥ؛ ﺗﻤﺪﻧﻲ ﺑﺪﻭﻥ ﺷﻌﺎﺭ ﮔﺮﺩﺷﮕﺮﻱ‬ ‫ ﻋﻤﺎﺩ ﻋﺰﺗﻲ‬

‫ﺍﻣﺮﻭﺯﻩ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﭼﻪ ﺍﺯ ﻧﻈﺮ ﺳﺮﻣﺎﻳﻪﮔﺬﺍﺭﺍﻥ‬ ‫ﻭ ﭼﻪ ﺍﺯ ﻧﻈﺮ ﮔﺮﺩﺷﮕﺮﺍﻥ‪ ،‬ﺑﻴﺶ ﺍﺯ ﺻﻨﺎﻳﻊ ﺩﻳﮕﺮ ﻣﻮﺭﺩ ﺗﻮﺟﻪ‬ ‫ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ ﺍﺳــﺖ‪ .‬ﺍﻳﻦ ﺗﻮﺟﻪ ﺣﺘﻲ ﺑﻴﻦ ﺩﻭﻟﺘﻤﺮﺩﺍﻥ ﻧﻴﺰ‬ ‫ﻣﺸــﻬﻮﺩ ﺍﺳﺖ؛ ﺑﻪ ﻃﻮﺭﻱ ﻛﻪ ﺑﺴﻴﺎﺭﻱ ﺍﺯ ﺳﻴﺎﺳﺘﻤﺪﺍﺭﺍﻥ‬ ‫ﺩﺭ ﺳﺮﺍﺳــﺮ ﺟﻬﺎﻥ ﺑﻮﻳﮋﻩ ﺩﺭ ﻛﺸــﻮﺭﻫﺎﻱ ﮔﺮﺩﺷﮕﺮ ﭘﺬﻳﺮ‬ ‫ﺑﺮﺍﻱ ﺭﺳــﻴﺪﻥ ﺑﻪ ﺑﺮﺧﻲ ﺍﻫﺪﺍﻓﺸﺎﻥ ﺍﺯ ﺍﻳﻦ ﺻﻨﻌﺖ ﺑﻬﺮﻩ‬ ‫ﻣﻲﮔﻴﺮﻧﺪ ﻭ ﺑﻴﺸــﺘﺮ ﻗﻮﺍﻧﻴﻦ ﻛﺸــﻮﺭ ﺭﺍ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ‬ ‫ﺗﺎﺛﻴﺮﮔــﺬﺍﺭ ﺍﻳﻦ ﺻﻨﻌﺖ ﺩﺭ ﺭﻭﻧﻖ ﺍﻗﺘﺼﺎﺩﻱ ﻛﺸﻮﺭﺷــﺎﻥ‬ ‫ﺗﺼﻮﻳﺐ ﻣﻲﻛﻨﻨﺪ‪ .‬ﺑﻪ ﻫﺮ ﺣﺎﻝ ﺭﺷــﺪ ﻭ ﮔﺴــﺘﺮﺵ ﻳﻜﻲ‬ ‫ﺍﺯ ﭘﺮﺩﺭﺁﻣﺪﺗﺮﻳﻦ ﺻﻨﺎﻳﻊ ﺍﻣﺮﻭﺯﻱ ﻳﺎ ﻫﻤﺎﻥ ﮔﺮﺩﺷــﮕﺮﻱ‪،‬‬ ‫ﺁﻧﭽﻨﺎﻥ ﺑﺎ ﺭﺷﺪ ﻭ ﺗﻜﺎﻣﻞ ﺩﻧﻴﺎﻱ ﺍﻣﺮﻭﺯﻱ ﮔﺮﻩ ﺧﻮﺭﺩﻩ ﻛﻪ‬ ‫ﺑﺴﻴﺎﺭﻱ ﺍﺯ ﺳﺮﻣﺎﻳﻪﮔﺬﺍﺭﺍﻥ ﻭ ﺍﻗﺘﺼﺎﺩﺩﺍﻧﺎﻥ ﺍﺯ ﻗﺎﺑﻠﻴﺖﻫﺎﻱ‬ ‫ﻣﻮﺟﻮﺩ ﺍﻳﻦ ﺻﻨﻌﺖ ﻭ ﺗﺎﺛﻴﺮﮔﺬﺍﺭﻱ ﺁﻥ ﺩﺭ ﺭﻭﻧﺪ ﺗﻐﻴﻴﺮﺍﺕ‬ ‫ﺩﻫﻜﺪﻩ ﺟﻬﺎﻧﻲ ﺩﺭ ﺷﮕﻔﺖ ﻫﺴﺘﻨﺪ‪.‬‬ ‫ﺑﻨﺎﺑﺮﺍﻳــﻦ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺍﻫﻤﻴﺖ ﺫﻛﺮ ﺷــﺪﻩ ﺑﺮﺍﻱ ﺭﻭﻧﻖ‬ ‫ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﺑﺴــﻴﺎﺭﻱ ﺍﺯ ﻛﺸﻮﺭﻫﺎ ﺑﺎ ﺩﺍﺷﺘﻪﻫﺎ ﻭ‬ ‫ﻧﺪﺍﺷــﺘﻪﻫﺎﻱ ﺧﻮﺩ ﺳــﻌﻲ ﺩﺭ ﺍﺭﺗﻘﺎﻱ ﻣﻮﻗﻌﻴﺖ ﺻﻨﻌﺖ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﻛﺸﻮﺭﺷﺎﻥ ﺩﺍﺷــﺘﻪ ﻭ ﺩﺍﺭﻧﺪ‪ .‬ﺳﻴﺎﺳﺖﻫﺎﻱ‬ ‫ﺗﺸﻮﻳﻘﻲ ﺑﺮﺍﻱ ﮔﺮﺩﺷﮕﺮﺍﻥ ﻣﺜﻞ ﺑﺮﮔﺰﺍﺭﻱ ﺟﺸﻨﻮﺍﺭﻩﻫﺎﻱ‬ ‫ﺧﺮﻳﺪ‪ ،‬ﺍﺳﺘﺮﺩﺍﺩ ﻣﺎﻟﻴﺎﺕ ﺧﺮﻳﺪ ﮔﺮﺩﺷﮕﺮﺍﻥ ﻳﺎ ﻫﻤﺎﻥ ﻗﺎﻧﻮﻥ‬ ‫ﺑﺪﻭﻥ ﻣﺎﻟﻴﺎﺕ )‪ (taxfree‬ﻭ ﺍﻟﺒﺘﻪ ﺑﺴﺘﺮﺳــﺎﺯﻱ ﻣﻨﺎﺳﺐ‬ ‫ﺑــﺮﺍﻱ ﺟﺬﺏ ﺣﺪﺍﻛﺜﺮﻱ ﮔﺮﺩﺷــﮕﺮﺍﻥ ﻫﻤــﻪ ﺩﺭ ﺟﻬﺖ‬ ‫ﺗﻜﺎﻣﻞ ﻭ ﺭﺷﺪ ﺍﻳﻦ ﺻﻨﻌﺖ ﻧﻮﭘﺎ ﺩﺭ ﻛﺸﻮﺭﻫﺎ ﺍﺗﻔﺎﻕ ﺍﻓﺘﺎﺩﻧﺪ‪.‬‬ ‫ﺍﻣﺎ ﭘﺲ ﺍﺯ ﻣﺪﺗﻲ‪ ،‬ﺗﻮﺟﻪ ﻣﺴــﻮﻭﻻﻥ ﮔﺮﺩﺷــﮕﺮﻱ ﺑﻴﺸﺘﺮ‬ ‫ﻛﺸــﻮﺭﻫﺎ ﺑﻪ ﺍﻳﻦ ﻧﻜﺘﻪ ﺟﻠﺐ ﺷــﺪ ﻛﻪ ﭘﺲ ﺍﺯ ﮔﺴﺘﺮﺵ‬ ‫ﺯﻳﺮﺳــﺎﺧﺖﻫﺎ ﻭ ﺟﻠﺐ ﺗﻮﺟﻪ ﻣﺴﺎﻓﺮﺍﻥ ﭼﮕﻮﻧﻪ ﻣﻲﺗﻮﺍﻥ‬ ‫ﻧﺎﻡ ﻛﺸﻮﺭ ﺭﺍ ﺩﺭ ﺫﻫﻦ ﺁﻧﻬﺎ ﺯﻧﺪﻩ ﻧﮕﻪ ﺩﺍﺷﺖ ﻭ ﮔﺮﺩﺷﮕﺮﺍﻥ‬ ‫ﺭﺍ ﺑﻪ ﻣﺴــﺎﻓﺮﺍﻧﻲ ﻭﻓﺎﺩﺍﺭ ﺑﻪ ﺍﻣﻜﺎﻧﺎﺕ ﮔﺮﺩﺷــﮕﺮﻱ ﻛﺸﻮﺭ‬ ‫ﺗﺒﺪﻳﻞ ﻛﺮﺩ ﻭ ﺟﺮﻳﺎﻧﻲ ﺩﺍﺋﻤﻲ ﺍﺯ ﮔﺮﺩﺷــﮕﺮﺍﻥ ﻭﺭﻭﺩﻱ ﺑﻪ‬ ‫ﺩﺍﺧﻞ ﻣﺮﺯﻫﺎ ﺩﺍﺷﺖ؟‬ ‫ﺑﺮﺍﻱ ﺭﺳﻴﺪﻥ ﺑﻪ ﺍﻳﻦ ﻫﺪﻑ ﻳﺎ ﺗﺤﻘﻖ ﺍﻳﻦ ﺁﺭﺯﻭﻱ ﺑﺰﺭگ‪،‬‬ ‫ﻳﻜﻲ ﺍﺯ ﺭﺍﻫﻜﺎﺭﻫﺎﻱ ﭘﻴﺸــﻨﻬﺎﺩﻱ ﺍﺯ ﺳﻮﻱ ﻛﺎﺭﺷﻨﺎﺳﺎﻥ ﻭ‬ ‫ﺩﺳــﺖﺍﻧﺪﺭﻛﺎﺭﺍﻥ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﺗﻮﻟﻴﺪ ﺑﺮﻧﺪﻱ ﻣﻠﻲ‬ ‫ﺑﺮﺍﻱ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﺁﻧﻬﺎ ﺑﻮﺩ‪ .‬ﺍﻳﻦ ﺍﻓﺮﺍﺩ ﺑﺮﻧﺪ ﺭﺍ ﺩﺭ‬ ‫ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳﻦﮔﻮﻧﻪ ﺗﻌﺮﻳــﻒ ﻛﺮﺩﻩﺍﻧﺪ‪» :‬ﺑﺮﻧﺪ؛‬ ‫ﺟﻤﻠﻪ‪ ،‬ﺷــﻌﺎﺭ‪ ،‬ﺁﺭﻡ‪ ،‬ﻣﻮﺳــﻴﻘﻲ ﻳﺎ ﻗﻄﻌﻪ ﻓﻴﻠﻤﻲ ﻣﻨﺎﺳﺐ‬ ‫ﺑﺎ ﺗﻮﺍﻧﻤﻨﺪﻱﻫﺎﻱ ﮔﺮﺩﺷــﮕﺮﻱ ﻛﺸﻮﺭﻱ ﺧﺎﺹ ﺍﺳﺖ ﻛﻪ‬ ‫ﻫﻤﻴﺸﻪ ﺩﺭ ﺫﻫﻦ ﻣﺼﺮﻑ ﻛﻨﻨﺪﻩ ﻳﺎ ﻫﻤﺎﻥ ﮔﺮﺩﺷﮕﺮ ﺑﺎﻗﻲ‬ ‫ﺑﻤﺎﻧﺪ‪«.‬‬ ‫ﺷــﺎﻫﺪ ﻣﺜــﺎﻝ ﺍﻳــﻦ ﻣﻮﺿــﻮﻉ ﺍﺯ ﻧﻈﺮ ﻛﺎﺭﺷﻨﺎﺳــﺎﻥ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳﻦ ﮔﻮﻧﻪ ﺑﻴﺎﻥ ﺷﺪﻩ ﻛﻪ ﻫﻤﻪ ﻣﺎ ﺧﺎﻃﺮﺍﺗﻲ‬ ‫ﺗﻠﺦ ﻭ ﺷﻴﺮﻳﻦ ﺍﺯ ﺳﻔﺮﻫﺎﻳﻤﺎﻥ ﺩﺭ ﺫﻫﻦ ﺩﺍﺭﻳﻢ ﻛﻪ ﺗﺎ ﭘﺎﻳﺎﻥ‬ ‫ﻋﻤﺮ ﻫﻤﺮﺍﻩ ﻣﺎ ﺧﻮﺍﻫﺪ ﻣﺎﻧﺪ ﻭ ﺑﺎﻋﺚ ﺯﻧﺪﻩ ﺷﺪﻥ ﻧﺎﻡ ﻣﻨﻄﻘﻪ‬ ‫ﻳﺎ ﻛﺸــﻮﺭﻱ ﺧﺎﺹ ﺩﺭ ﺫﻫﻦ ﻣﺎ ﻣﻲﺷــﻮﻧﺪ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ ﺑﺮﻧﺪ‬ ‫ﻫﻢ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪ ﻫﻤﻴﻦ ﺍﻧﺪﺍﺯﻩ ﺩﺭ ﺫﻫﻦ ﻫﺮ ﮔﺮﺩﺷــﮕﺮﻱ‬ ‫ﺗﺎﺛﻴﺮﮔﺬﺍﺭ ﻭ ﻣﺎﻧﺪﮔﺎﺭ ﺑﺎﺷــﺪ‪ .‬ﺑﺮﻧﺪ ﺩﺭ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ‬ ‫ﺑﺎﻋﺚ ﺗﻜﺮﺍﺭ ﺧﺎﻃﺮﺍﺗﻲ ﺩﺭ ﺫﻫﻦ ﮔﺮﺩﺷــﮕﺮﺍﻥ ﻣﻲﺷﻮﺩ ﻭ‬ ‫ﺑﺮﺍﻱ ﻣﺪﺗﻲ ﻧﺎﻡ ﻛﺸﻮﺭ ﻳﺎ ﻣﻨﻄﻘﻪﺍﻱ ﺧﺎﺹ ﺭﺍ ﺩﺭ ﺫﻫﻦ ﺍﻭ‬ ‫ﺯﻧــﺪﻩ ﻣﻲﻛﻨﺪ‪ .‬ﺑﻪ ﺍﻳﻦ ﺗﺮﺗﻴﺐ ﻭ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺗﺎﺛﻴﺮﮔﺬﺍﺭﻱ‬ ‫ﺑﺮﻧﺪ ﺩﺭ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﺑﺮﺍﻱ ﺑﺮﺧﻲ ﻛﺸﻮﺭﻫﺎ ﻣﺜﻞ‬ ‫ﺗﺮﻛﻴﻪ‪ ،‬ﺍﺳــﺘﺮﺍﻟﻴﺎ‪ ،‬ﻫﻨﺪﻭﺳــﺘﺎﻥ‪ ،‬ﻣﺎﻟﺰﻱ‪ ،‬ﺗﺎﻳﻠﻨﺪ‪ ،‬ﭼﻴﻦ ﻭ‬ ‫ﺑﻨﮕﻼﺩﺵ ﺁﻧﭽﻨﺎﻥ ﻣﻬﻢ ﺑﻮﺩﻩ ﻛﻪ ﻫﺮ ﻛﺪﺍﻡ ﺍﺯ ﺍﻳﻦ ﻛﺸﻮﺭﻫﺎ‬ ‫ﺑﺮﺍﻱ ﺳﺎﺧﺖ ﻳﻚ ﺑﺮﻧﺪ ﻣﻠﻲ ﻭ ﺩﺭ ﺑﺮﺧﻲ ﻣﻮﺍﺭﺩ ﭼﻨﺪ ﺑﺮﻧﺪ‬ ‫ﻣﻠﻲ ﻣﻴﻠﻴﻮﻥﻫﺎ ﺩﻻﺭ ﺳﺮﻣﺎﻳﻪﮔﺬﺍﺭﻱ ﻛﺮﺩﻩﺍﻧﺪ‪ .‬ﺑﻪ ﻋﻨﻮﺍﻥ‬ ‫ﻣﺜﺎﻝ ﻛﺸــﻮﺭ ﺗﺮﻛﻴﻪ ﻭ ﻫﻤﺴﺎﻳﻪ ﺍﻳﺮﺍﻥ ﻛﻪ‬ ‫ﺩﺍﺭﺍﻱ ﻗﻮﻱﺗﺮﻳﻦ ﻭ ﻣﻮﻓﻖﺗﺮﻳﻦ ﺳﻴﺴــﺘﻢ‬ ‫ﺟﺬﺏ ﮔﺮﺩﺷــﮕﺮ ﺩﺭ ﻣﻨﻄﻘﻪ ﺍﺳﺖ‪40 ،‬‬ ‫ﻣﻴﻠﻴﻮﻥ ﻳﻮﺭﻭ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﻳﻌﻨﻲ‬ ‫ﺳــﺎﺧﺖ ﺑﺮﻧﺪ ﻳــﺎ ﺑﺮﻧﺪﻫﺎﻱ ﻣﻠﻲ‬ ‫ﺳﺮﻣﺎﻳﻪﮔﺬﺍﺭﻱ ﻛﺮﺩﻩ ﺍﺳﺖ‪ .‬ﺑﻪ ﺑﺎﻭﺭ‬ ‫ﺑﺴــﻴﺎﺭﻱ ﺍﺯ ﻣﺴﻮﻭﻻﻥ ﮔﺮﺩﺷﮕﺮﻱ‬

‫ﻛﺸــﻮﺭ ﺗﺮﻛﻴﻪ‪ ،‬ﺳــﺮﻣﺎﻳﻪﮔﺬﺍﺭﻱ ﺑﻤﻮﻗﻊ ﻭ ﺩﻗﻴﻖ ﺩﻭﻟﺖ ﻭ‬ ‫ﻣﺴــﻮﻭﻻﻥ ﺑﺮﺍﻱ ﺳــﺎﺧﺖ ﺑﺮﻧﺪ ﮔﺮﺩﺷﮕﺮﻱ ﺑﺮﺍﻱ ﺗﺮﻛﻴﻪ‬ ‫ﺑﺎﻋﺚ ﺷــﺪﻩ ﺗﺎ ﺑﺮﻧﺪ ﻣﻌﺮﻭﻑ ﺗﺮﻛﻴﻪ ﺩﺭ ﺳــﺎﻝﻫﺎﻱ ﺭﻛﻮﺩ‬ ‫ﺍﻗﺘﺼﺎﺩﻱ ﺟﻬﺎﻥ ﻛﻪ ﺑﻪ ﻭﺍﺳــﻄﻪ ﺁﻥ‪ ،‬ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ‬ ‫ﺑﺴﻴﺎﺭﻱ ﺍﺯ ﻛﺸﻮﺭﻫﺎ ﻣﺨﺘﻞ ﺷﺪﻩ ﺑﻮﺩ‪ ،‬ﺍﻳﻦ ﻛﺸﻮﺭ ﺑﺎ ﺭﺷﺪ‬ ‫ﭼﺸــﻤﮕﻴﺮ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﻣﻮﺍﺟﻪ ﺷﻮﺩ ﻭ ﺩﺭ ﺁﻣﺪﻱ‬ ‫ﺑﺴﻴﺎﺭ ﻫﻨﮕﻔﺖ ﺍﺯ ﺍﻳﻦ ﻃﺮﻳﻖ ﺑﻪ ﺩﺳﺖ ﺁﻭﺭﺩ‪.‬‬ ‫ﺑــﻪ ﻫﺮ ﺣﺎﻝ ﺍﻫﻤﻴــﺖ ﺍﻳﻦ ﻣﻮﺿﻮﻉ ﻳﺎ ﺳــﺎﺧﺖ ﺑﺮﻧﺪ‬ ‫ﻣﻠﻲ ﺩﺭ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﻛﺸــﻮﺭﻫﺎ ﺁﻧﭽﻨﺎﻥ ﻣﺸﻬﻮﺩ‬ ‫ﺍﺳــﺖ ﻛﻪ ﻓﺮﺯﺍﺩ ﻣﻘﺪﻡ‪ ،‬ﺩﺑﻴﺮ ﺳــﻤﻴﻨﺎﺭ ﻭ ﺟﺸﻨﻮﺍﺭﻩ ﺑﺮﻧﺪ‬ ‫ﺩﺭ ﺍﻳــﺮﺍﻥ ﻣﻲﮔﻮﻳﺪ‪ :‬ﺟﻨﮓ ﺍﻣﺮﻭﺯ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ‬ ‫ﻣﺘﻤﺮﻛﺰ ﺑﺮ ﺟﺎﺫﺑﻪﻫﺎ ﻭ ﺗﻮﺍﻧﻤﻨﺪﻱﻫﺎﻱ ﻛﺸــﻮﺭﻫﺎ ﻧﻴﺴﺖ‬ ‫ﺑﻠﻜﻪ ﺭﻭﻱ ﺑﺮﻧﺪﻫﺎﻱ ﺍﻳﻦ ﻛﺸــﻮﺭﻫﺎ ﺗﻤﺮﻛﺰ ﺩﺍﺭﺩ‪ .‬ﺑﻪ ﮔﻔﺘﻪ‬ ‫ﺍﻭ‪ ،‬ﺍﻳﺮﺍﻥ ﻣﺘﺎﺳــﻔﺎﻧﻪ ﺑﻪ ﺩﻟﻴﻞ ﻧﺪﺍﺷــﺘﻦ ﺑﺮﻧﺪﻱ ﻣﻌﺮﻭﻑ‬ ‫ﺑﺮﺍﻱ ﮔﺮﺩﺷــﮕﺮﻱ ﺧﻮﺩ ﺟﺰﻭ ﺁﺧﺮﻳﻦ ﻛﺸﻮﺭﻫﺎﻱ ﺩﻧﻴﺎ ﺩﺭ‬ ‫ﺑﻬﺮﻩﻣﻨﺪﻱ ﺍﺯ ﺳــﻬﻢ ﮔﺮﺩﺷﮕﺮﻱ ﺑﻪ ﺷــﻤﺎﺭ ﻣﻲﺭﻭﺩ؛ ﺩﺭ‬ ‫ﺣﺎﻟﻲ ﻛﻪ ﻛﺸــﻮﺭ ﺑﻨﮕﻼﺩﺵ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺤﺪﻭﺩﻳﺖﻫﺎ ﻭ‬ ‫ﻛﻤﺒﻮﺩﻫﺎﻱ ﺧﻮﺩ ﻧﺴﺒﺖ ﺑﻪ ﺍﻳﺮﺍﻥ ‪ 4‬ﺳﺎﻝ ﺍﺳﺖ ﻛﻪ ﺑﺮﻧﺪﻱ‬ ‫ﻣﻠﻲ ﺑﺮﺍﻱ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﺧﻮﺩ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﻭ ﻫﺮ‬ ‫ﺳــﺎﻟﻪ ﺷــﺎﻫﺪ ﺭﺷــﺪ ﻭ ﺭﻭﻧﻖ ﺍﻳﻦ ﺻﻨﻌﺖ ﺩﺭ ﺍﻳﻦ ﻛﺸﻮﺭ‬ ‫ﻫﺴﺘﻴﻢ‪.‬‬ ‫ﺑــﻪ ﻋﻨــﻮﺍﻥ ﻣﺜﺎﻝ ﻫﻨﺪﻭﺳــﺘﺎﻥ ﺷــﻌﺎﺭ »ﺳــﺮﺯﻣﻴﻦ‬ ‫ﻋﺠﺎﻳﺐ« ﺭﺍ ﺑﺮﺍﻱ ﺧﻮﺩ ﺍﻧﺘﺨﺎﺏ ﻛﺮﺩﻩ ﻭ ﺗﺎﻳﻠﻨﺪ ﺗﻮﺍﻧﺴــﺘﻪ‬ ‫ﺑﺮﻧﺪ »ﺳــﺮﺯﻣﻴﻦ ﻟﺒﺨﻨﺪﻫﺎ« ﺭﺍ ﺑﻪ ﻋﻨــﻮﺍﻥ ﻧﻤﺎﺩﻱ ﺑﺮﺍﻱ‬ ‫ﻛﺸــﻮﺭﺵ ﺩﺭ ﺫﻫﻦ ﮔﺮﺩﺷــﮕﺮﺍﻧﺶ ﻧﺎﻣﻲ ﺁﺷﻨﺎ ﻣﻌﺮﻓﻲ‬ ‫ﻛﻨﺪ ﻭ ﻳﻜﻲ ﺍﺯ ﭼﻨﺪ ﺷــﻌﺎﺭ ﺍﺳﺘﺮﺍﻟﻴﺎ ﺭﺍ ﻣﻲﺗﻮﺍﻥ ﺳﺮﺯﻣﻴﻦ‬ ‫ﻛﺎﻧﮕﻮﺭﻭﻫﺎ ﺩﺍﻧﺴﺖ ﻛﻪ ﻫﺮ ﻛﺪﺍﻡ ﺍﺯ ﺍﻳﻦ ﺑﺮﻧﺪﻫﺎ ﺍﻣﺮﻭﺯﻩ ﺩﺭ‬ ‫ﺫﻫﻦ ﺑﻴﺸﺘﺮ ﮔﺮﺩﺷﮕﺮﺍﻥ ﻓﻌﺎﻝ ﻭ ﻏﻴﺮﻓﻌﺎﻝ ﺷﻨﺎﺧﺘﻪ ﺷﺪﻩ‬ ‫ﺍﺳﺖ ﺍﻣﺎ ﻣﺘﺎﺳﻔﺎﻧﻪ ﺍﻳﺮﺍﻥ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺍﻳﻦ ﻫﻤﻪ ﺍﻣﻜﺎﻧﺎﺕ ﻭ‬ ‫ﻗﺎﺑﻠﻴﺖ ﮔﺮﺩﺷﮕﺮﻱ ﻫﻨﻮﺯ ﺑﺮﻧﺪﻱ ﻣﻠﻲ ﻭ ﭘﺮﻗﺪﺭﺕ ﺩﺭ ﺫﻫﻦ‬ ‫ﮔﺮﺩﺷــﮕﺮﺍﻥ ﺑﻴﻦﺍﻟﻤﻠﻠﻲ ﻧﺪﺍﺭﺩ ﻭ ﺑﻪ ﭼﻨﺪ ﻧﻤﺎﺩ‬ ‫ﻣﺜﻞ ﺳــﻲ ﻭﺳﻪ ﭘﻞ ﻳﺎ ﭘﺎﺳﺎﺭﮔﺎﺩ‬

‫ﺑﺴﻨﺪﻩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬ ‫ﺑﻨﺎﺑﺮﺍﻳــﻦ ﺍﮔــﺮ ﺍﻳــﺮﺍﻥ ﻗﺼــﺪ ﻣﻮﻓﻘﻴــﺖ ﺩﺭ ﺻﻨﻌﺖ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﺧﻮﺩ ﺭﺍ ﺩﺍﺭﺩ‪ ،‬ﻫﺮﮔﺰ ﻧﺒﺎﻳﺪ ﺑﻪ ﺍﻳﻦ ﺳﻤﻴﻨﺎﺭﻫﺎ‬ ‫ﻭ ﻫﻤﺎﻳﺶﻫﺎ ﺑﺴﻨﺪﻩ ﻛﻨﺪ‪ ،‬ﺑﻠﻜﻪ ﺑﺎﻳﺪ ﭘﺎﺭﺍ ﻓﺮﺍﺗﺮ ﮔﺬﺍﺷﺘﻪ ﻭ‬ ‫ﺍﻗﺪﺍﻣﻲ ﺟﺪﻱ ﻭ ﻣﻨﻄﻘﻲ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﺍﻧﺠﺎﻡ ﺩﻫﺪ‪ .‬ﺑﺎﻳﺪ‬ ‫ﺑﺮﻧﺪﻱ ﺭﺍ ﻣﺘﻮﻟﺪ ﻛﻨﻴﻢ‪ ،‬ﺁﻥ ﺭﺍ ﺯﻳﺮ ﻧﻈﺮ ﺑﻬﺘﺮﻳﻦ ﻣﺘﺨﺼﺼﺎﻥ‬ ‫ﻭ ﺑــﺎ ﺑﻬﺘﺮﻳﻦ ﺭﻭﺵ ﻣﻤﻜﻦ ﭘﺮﻭﺭﺵ ﺩﻫﻴﻢ ﻭ ﭘﺲ ﺍﺯ ﺑﻠﻮﻍ‬ ‫ﺁﻥ ﺭﺍ ﺑﻪ ﺟﻬﺎﻥ ﻣﻌﺮﻓﻲ ﻛﻨﻴﻢ؛ ﻧﻪ ﺍﻳﻦﻛﻪ ﺷــﺘﺎﺑﺰﺩﻩ ﻋﻤﻞ‬ ‫ﻛﻨﻴﻢ ﻭ ﺻﺮﻓﺎ ﺑﺎ ﺍﻧﺘﺨﺎﺏ ﻳﻚ ﺷﻌﺎﺭ ﺑﮕﻮﻳﻴﻢ ﺑﺮﻧﺪ ﻣﻠﻲ ﺑﺮﺍﻱ‬ ‫ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﻛﺸﻮﺭ ﺗﻮﻟﻴﺪ ﻛﺮﺩﻩﺍﻳﻢ‪.‬‬ ‫ﺑﻪ ﻋﻘﻴﺪﻩ ﺑﺴﻴﺎﺭﻱ ﺍﺯ ﻛﺎﺭﺷﻨﺎﺳﺎﻥ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ‬ ‫ﺧﺎﺭﺟــﻲ ﻭ ﺩﺍﺧﻠﻲ‪ ،‬ﺑﻪ ﻫﻴﭻ ﻋﻨﻮﺍﻥ ﺍﻳﻦ ﻧﻮﻉ ﻧﮕﺮﺵ ﺑﺮﺍﻱ‬ ‫ﻣﻌﺮﻓﻲ ﺍﻳﺮﺍﻧﻲ ﺑﺎﺳﺘﺎﻧﻲ ﺑﺎ ﺗﻤﺪﻧﻲ ﭼﻨﺪ ﻫﺰﺍﺭ ﺳﺎﻟﻪ ﺟﻬﺖ‬ ‫ﺟــﺬﺏ ﮔﺮﺩﺷــﮕﺮ ﺑﻴﻦﺍﻟﻤﻠﻠﻲ ﻛﺎﻓﻲ ﻧﻴﺴــﺖ‪ .‬ﺑﻪ ﮔﻔﺘﻪ‬ ‫ﺍﺭﻳﻚ ﭘﺘﺮﺳــﻦ‪ ،‬ﻣﺸﺎﻭﺭ ﺳــﺎﺯﻣﺎﻥ ﺟﻬﺎﻧﻲ ﺟﻬﺎﻧﮕﺮﺩﻱ‪،‬‬ ‫»ﻣﺘﺨﺼﺼــﺎﻥ ﺍﻳﺮﺍﻧﻲ ﺑﻬﺘﺮﻳﻦ ﮔﺰﻳﻨﻪ ﺗﺼﻤﻴﻢ ﺳــﺎﺯﻱ ﻭ‬ ‫ﺑﺮﻧﺪﺳــﺎﺯﻱ ﺑﺮﺍﻱ ﮔﺮﺩﺷﮕﺮﺍﻥ ﺍﻳﺮﺍﻥ ﻫﺴﺘﻨﺪ‪ «.‬ﺣﺎﻝ ﺁﻥ‬ ‫ﻛﻪ ﻣﺘﺎﺳــﻔﺎﻧﻪ ﻫﻨﻮﺯ ﻧﺘﻮﺍﻧﺴــﺘﻪ ﺍﻧﺪ ﺑﻪ ﺗﺼﻤﻴﻤﻲ ﻭﺍﺣﺪ ﻭ‬ ‫ﻣﺸــﺘﺮﻙ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﻳﻌﻨﻲ ﭼﮕﻮﻧﮕﻲ ﺳﺎﺧﺖ ﺑﺮﻧﺪﻱ‬ ‫ﻣﻠﻲ ﺑﺮﺍﻱ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﺍﻳﺮﺍﻥ ﺑﺮﺳﻨﺪ ﻭ ﺑﺮﻧﺪﻱ ﻣﻠﻲ‬ ‫ﺭﺍ ﺗﻮﻟﻴﺪ ﻭ ﺑﻪ ﺩﻫﻜﺪﻩ ﺟﻬﺎﻧﻲ ﻣﻌﺮﻓﻲ ﻛﻨﻨﺪ‪.‬‬ ‫ﭼــﻮﻥ ﺑﻪ ﺑﺎﻭﺭ ﺑﺴــﻴﺎﺭﻱ ﺍﺯ ﺍﻳﻦ ﻛﺎﺭﺷﻨﺎﺳــﺎﻥ‪ ،‬ﺍﻳﺮﺍﻥ‬ ‫ﺗﻨﻬﺎ ﺑﺎ ﺳــﺎﺧﺖ ﺑﺮﻧﺪﻱ ﻣﻠﻲ ﻭ ﻛﺎﻣﻞ‪ ،‬ﺟﻬﺎﻧﻲ ﻣﻲﺷــﻮﺩ‬ ‫ﻭ ﺗﻜﺮﻭﻱﻫــﺎﻱ ﻛﻨﻮﻧــﻲ ﺭﺍﻩ ﺑــﻪ ﺟﺎﻳــﻲ ﻧــﺪﺍﺭﺩ ﻭ ﺟــﺰ‬ ‫ﺿﺮﺑﻪ ﺯﺩﻥ ﻧﺎﺧﻮﺍﺳــﺘﻪ ﺑﻪ ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳــﺮﺍﻥ ﻭ ﺻﺮﻑ‬ ‫ﻫﺰﻳﻨﻪﻫﺎﻱ ﻫﻨﮕﻔﺖ ﺣﺎﺻﻠﻲ ﺑﺮﺍﻱ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ‬ ‫ﺍﻳــﺮﺍﻥ ﻧﺪﺍﺭﺩ‪ .‬ﺑﻪ ﻋﻨﻮﺍﻥ‬

‫ﻣﺜــﺎﻝ ﻳﻜﻲ ﺍﺯ ﺭﺍﻫﻜﺎﺭﻫﺎﻱ ﭘﻴﺸــﻨﻬﺎﺩﻱ ﻛﺎﺭﺷﻨﺎﺳــﺎﻥ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﭘﺲ ﺍﺯ ﺍﻧﺘﺨﺎﺏ ﺑﺮﻧﺪ ﻣﻠﻲ ﮔﺮﺩﺷﮕﺮﻱ ﺑﺮﺍﻱ‬ ‫ﻫﺮ ﻛﺸــﻮﺭ ﺍﺳــﺘﻔﺎﺩﻩ ﺍﺯ ﺗﻮﺍﻧﻤﻨﺪﻱﻫﺎﻱ ﺭﺳﺎﻧﻪ ﺗﺼﻮﻳﺮﻱ‬ ‫ﻭ ﺟﺮﻳﺎﻥﺳــﺎﺯﻱﻫﺎﻱ ﻣﻨﺎﺳــﺐ ﺑﺮﺍﻱ ﺟﺬﺏ ﮔﺮﺩﺷﮕﺮﺍﻥ‬ ‫ﺧﺎﺭﺟﻲ ﺑﻪ ﺩﺍﺧﻞ ﻣﺮﺯﻫﺎﻱ ﺁﻥ ﻛﺸﻮﺭ ﺍﺳﺖ‪ .‬ﺩﺭ ﺍﻳﻦ ﺑﺎﺭﻩ‬ ‫ﺳــﺎﺯﻣﺎﻥ ﺟﻬﺎﻧﻲ ﺟﻬﺎﻧﮕﺮﺩﻱ ﻫﻤﻮﺍﺭﻩ ﺗﻮﺳﻌﻪ ﺗﻮﺭﻳﺴﻢ ﻭ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﺭﺍ ﻭﺍﺑﺴﺘﻪ ﺑﻪ ﻓﻌﺎﻟﻴﺖ ﺭﺳــﺎﻧﻪﻫﺎ ﻣﻲﺩﺍﻧﺪ ﻭ‬ ‫ﺍﻋﻼﻡ ﻛﺮﺩﻩ ﺍﺳــﺖ ﺭﺳــﺎﻧﻪﻫﺎﻱ ﻣﺨﺘﻠﻒ ﺍﻋﻢ ﺍﺯ ﻣﻜﺘﻮﺏ‬ ‫ﻭ ﺗﺼﻮﻳــﺮﻱ ﺩﺭ ﺗﺼﻤﻴﻢﮔﻴــﺮﻱ ﮔﺮﺩﺷــﮕﺮﺍﻥ ﻭ ﺍﻧﺘﺨﺎﺏ‬ ‫ﻣﻘﺎﺻﺪ ﺳــﻔﺮ ﺁﻧﻬﺎ ﺭﺍ ﻫﻤﺮﺍﻫﻲ ﻣﻲﻛﻨﻨــﺪ ﻭ ﻋﺪﻩ ﺯﻳﺎﺩﻱ‬ ‫ﺍﺯ ﺁﻧﻬﺎ ﺑﺮﺍﺳﺎﺱ ﺷﻨﻴﺪﻩﻫﺎ ﻭ ﺩﻳﺪﻩﻫﺎﻳﺸﺎﻥ ﺑﻪ ﻛﺸﻮﺭﻫﺎﻱ‬ ‫ﻣﺨﺘﻠﻒ ﺳﻔﺮ ﻣﻲﻛﻨﻨﺪ ﻛﻪ ﺍﻳﻦ ﺍﻣﺮ ﻧﺸﺎﻥ ﺍﺯ ﺍﻋﺘﻤﺎﺩ ﺍﻏﻠﺐ‬ ‫ﮔﺮﺩﺷــﮕﺮﺍﻥ ﺑﻪ ﺭﺳﺎﻧﻪﻫﺎ ﺩﺍﺭﺩ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ ﺣﻀﻮﺭ ﺭﺳﺎﻧﻪ ﺑﺎ‬ ‫ﺟﺮﻳﺎﻥ ﺳــﺎﺯﻱ ﻣﻨﺎﺳــﺐ ﻣﻲﺗﻮﺍﻧﺪ ﺑﺮﺍﻱ ﺭﺷﺪ ﻭ ﺍﺭﺗﻘﺎﻱ‬ ‫ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﺍﻳﺮﺍﻥ ﺑﺴﻴﺎﺭ ﻣﻔﻴﺪ ﻭﺍﻗﻊ ﺷﻮﺩ‪.‬‬ ‫ﺍﻳــﻦ ﺩﺭ ﺣﺎﻟﻲ ﺍﺳــﺖ ﻛــﻪ ﺑﺎ ﺗﻮﺟﻪ ﺑــﻪ ﺗﺎﺛﻴﺮﮔﺬﺍﺭﻱ‬ ‫ﺭﺳﺎﻧﻪﻫﺎ ﺩﺭ ﺭﻭﻧﻖ ﺻﻨﻌﺖ ﮔﺮﺩﺷﮕﺮﻱ ﻃﻲ ﻳﻜﻲ ‪ 2‬ﺳﺎﻝ‬ ‫ﺍﺧﻴﺮ ﻓﺮﺻﺘﻲ ﻃﻼﻳﻲ ﺩﺭ ﺍﺧﺘﻴﺎﺭ ﺍﻳﺮﺍﻥ ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ ﺍﺳﺖ‬ ‫ﺍﻳﻨﮕﻮﻧﻪ ﻛﻪ ﻧﺎﻡ ﺍﻳﺮﺍﻥ ﺩﺭ ﺑﻴﺸﺘﺮ ﻣﺤﺎﻓﻞ ﺧﺒﺮﻱ ﺫﻛﺮ ﺷﺪﻩ‬ ‫ﻭ ﺫﻫﻦ ﺑﻴﺸــﺘﺮ ﺑﻴﻨﻨﺪﮔﺎﻥ ﻭ ﺷــﻨﻮﻧﺪﮔﺎﻥ ﺟﻬﺎﻥ ﺑﺎ ﺍﻳﻦ‬ ‫ﻧﺎﻡ ﺁﺷﻨﺎﺳــﺖ ﺑﻨﺎﺑﺮﺍﻳﻦ ﺑﺠﺎﺳــﺖ ﻛﻪ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺑﺮﻧﺪ‬ ‫ﻣﻠــﻲ ﺻﻨﻌﺖ ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳﺮﺍﻥ ﻭ ﺑﺎ ﻣﺪﻳﺮﻳﺘﻲ ﺑﺴــﻴﺎﺭ‬ ‫ﺩﻗﻴﻖ ﻭ ﻣﻨﻈﻢ ﺍﺯ ﻃﺮﻳﻖ ﺳــﺎﺯﻣﺎﻥ ﻣﻴﺮﺍﺙ ﻓﺮﻫﻨﮕﻲ‪ ،‬ﻧﺎﻡ‬ ‫ﺍﻳﺮﺍﻥ ﺑﺎ ﻳﻚ ﺟﺮﻳﺎﻥﺳــﺎﺯﻱ ﻣﻨﺎﺳــﺐ ﺑﻪ ﺳﻤﺖ ﺍﻣﻜﺎﻧﺎﺕ‬ ‫ﮔﺮﺩﺷﮕﺮﻱ ﺍﻳﺮﺍﻥ ﺟﻬﺖ ﺩﺍﺩﻩ ﺷﻮﺩ ﻭ ﺍﺯ ﺍﻳﻦ ﻃﺮﻳﻖ ﻫﻮﻳﺖ‬ ‫ﻭﺍﻗﻌﻲ ﻣﺮﺩﻡ ﺍﻳﺮﺍﻥ ﻭ ﺗﻤﺪﻥ ﺍﻳﺮﺍﻥ ﺭﺍ ﺑﻪ ﺟﻬﺎﻧﻴﺎﻥ ﻣﻌﺮﻓﻲ‬

‫ﻛﻨﻴــﻢ‪ .‬ﺑﺠﺎﺳــﺖ ﻛﻪ‬ ‫ﺳــﺎﺯﻣﺎﻥ ﻣﻴﺮﺍﺙ ﻓﺮﻫﻨﮕﻲ ﺑﻪ‬ ‫ﻋﻨــﻮﺍﻥ ﺗﻨﻬﺎ ﻣﺘﻮﻟــﻲ ﭘﺮﻗﺪﺭﺕ‬ ‫ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳــﺮﺍﻥ ﺍﻗﺪﺍﻡ‬ ‫ﻣﻨﺎﺳــﺐ ﻭ ﺻﺤﻴﺤــﻲ ﺩﺭ‬ ‫ﺍﻳــﻦ ﺑــﺎﺭﻩ ﺍﻧﺠــﺎﻡ ﺩﻫــﺪ ﻭ ﺑﺎ‬ ‫ﺑﻪ ﻛﺎﺭﮔﻴــﺮﻱ ﺗﻤــﺎﻡ ﺍﻣﻜﺎﻧﺎﺕ‬ ‫ﺩﺍﺧﻠﻲ ﺍﺯ ﻗﺒﻴﻞ ﺳﺮﻣﺎﻳﻪﮔﺬﺍﺭﻫﺎﻱ‬ ‫ﺧﺼﻮﺻﻲ ﻭ ﺍﻳﺠﺎﺩ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺩﻳﮕﺮ‬ ‫ﺍﺭﮔﺎﻥﻫﺎﻱ ﻣﺮﺑﻮﻃﻪ ﻣﺜﻞ ﺳــﺎﺯﻣﺎﻥ‬ ‫ﺗﻮﺳــﻌﻪ ﺗﺠﺎﺭﺕ ﺑﻴﻦﺍﻟﻤﻠﻠﻲ ﺍﻳﺮﺍﻥ ﻭ‬ ‫ﺻﺪﺍ ﻭ ﺳﻴﻤﺎﻱ ﺟﻤﻬﻮﺭﻱ ﺍﺳﻼﻣﻲ ﺍﻳﺮﺍﻥ‬ ‫ﺩﺭ ﺍﻳﻦ ﺭﺍﻩ ﻣﻨﺴــﺠﻢ ﻋﻤﻞ ﻛﻨﺪ ﻭ ﺣﺘﻲ ﺑﺎ‬ ‫ﺑﺮﮔﺰﺍﺭﻱ ﻣﺴــﺎﺑﻘﻪﺍﻱ ﻫﻤﮕﺎﻧﻲ ﺩﺭ ﺍﻳﺮﺍﻥ ﺑﺎ‬ ‫ﺍﻧﺘﺨﺎﺏ ﺑﺮﻧﺪﻱ ﻣﻠﻲ ﻭ ﻛﺎﻣﻞ ﺩﺭﺑﺎﺭﻩ ﮔﺮﺩﺷــﮕﺮﻱ‬ ‫ﻛﺸﻮﺭ‪ ،‬ﺍﻳﻦ ﺗﻤﺪﻥ ﻏﻨﻲ ﺭﺍ ﻫﻤﺎﻧﻨﺪ »ﻣﻨﺸﻮﺭ ﻛﻮﺭﻭﺵ«‬ ‫ﺑﻪ ﺗﻤﺎﻡ ﺟﻬﺎﻥ ﻣﻌﺮﻓﻲ ﻛﻨﺪ ﺗﺎ ﮔﺮﺩﺷــﮕﺮﻱ ﺍﻳﺮﺍﻥ ﺭﺍ ﺩﺭ‬ ‫ﺟﺎﻳﮕﺎﻩ ﺷﺎﻳﺴﺘﻪ ﺧﻮﺩ ﺩﺭ ﺍﻳﻦ ﺩﻫﻜﺪﻩ ﺟﻬﺎﻧﻲ ﻗﺮﺍﺭ ﺩﻫﺪ‪.‬‬

IRAN without tourism brand  

tourism brand in IRAN

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