برنامه ریزی راهبردی توسعه گردشگری سلامت (رنگ درمانی) با استفاده از مدل-هایSOAR و QFD (نمونه موردی: شهر گرمی)

Abstract
Today, health tourism is one of the leading industries in urban development that has been able to create positive changes in cities. Color tourism or color therapy is one of the new types of health tourism that improves the mental health of citizens and tourists. In this regard, the purpose of this research is to plan the development of health tourism of color therapy in order to develop the city of Germi. The present research is descriptive-analytical in nature and applied in terms of purpose and its statistical population consists of experts from Germi city. They were researched, selected and questioned. Strategic management models (SOAR and QFD) have also been used to analyze the obtained data. The results of the Swarm matrix indicate that 7 strengths and 5 opportunities for color tourism or color therapy in the city of Germi have been identified, in which 3 ideals are aligned and 6 results are formulated. In addition, 6 strategies have been developed to achieve these results and ideals. Finally, prioritizing strategies using the quality house model showed that the strategy of "using regional investors to develop color / color therapy tourism" is the most important strategy for developing color / color therapy tourism in the city of Germi. In addition to this strategy, there are strategies of "using public participation in the development of color / color therapy tourism and using the serious determination of regional and national officials to develop color / color therapy tourism." Financial resources, which happened to be all three of the basic needs of this research, are the most important factors in the development of color tourism or color therapy in the city of Germi.
Introduction
The World Health Organization considers the expansion of urbanization to be one of the most influential events of the 21st century on human health. In addition to immunizing people against diseases, the World Health Organization has also considered improving the quality of the living environment to ensure human health. According to this organization, the quality of the urban environment can threaten the lives of city residents.
The word health has long been a common theme in many cultures and over the past few decades’ health has been recognized as a human right and a social goal in the world. Health has different dimensions (physical, mental, emotional, intellectual, spiritual and social) that these dimensions, despite enjoying the common existence, also have different aspects and are affected by several factors, one of the most important of which is mental health. According to the World Health Organization, that is, the ability to communicate harmoniously and harmoniously with others, change and modify the individual and social environment, and resolve conflicts and personal inclinations fairly, logically and appropriately.
Health is not only the absence of disease and disability, but also complete physical, mental and social well-being, which is a new perspective. In the bio-psycho-social perspective, the individual reacts to the interpretation of his environment. People with mental health problems need to be treated, of which color therapy is an example. The use of color to treat some diseases is called color therapy. The power of color to affect the human body, mind and soul is what inspires human ability, calmness, excitement, inspiration, balance and harmony.
Today, paying attention to the issue of color in urban spaces and the correct use of this field in urban planning and design is considered as an effective step in improving the quality of life. As it has been reported in recent researches, proper use of colors can have beneficial effects on health and mental balance, on physical and mental relaxation, on faster recovery. Certain colors undoubtedly have social effects (gaining trust and a sense of satisfaction, or stimulating and encouraging the masses of people, etc.) and economic effects such as the prosperity of tourism.
One of these measures is the development of creative tourism in the form of color tourism, in other words, color therapy, which is one of the types of health tourism. Color is one of the most important graphic elements of the environment that simply and in the shortest time and at the lowest cost, promotes the quality and visual level of urban spaces and creates creativity in understanding places and attracting tourists and curing diseases.
Germi foothill city is one of the old cities of Ardabil province, which unfortunately its citizens are in unfavorable economic and even psychological conditions. Therefore, the development of color tourism and color therapy can transform the tourism industry in the region. Due to its communication deadlock and border isolation, Germi is one of the most migrant cities in the country, and tourism development seems to be the best way to overcome this problem and improve the psychological condition of its citizens. On the other hand, the mountain topography of Germi city has the potential to implement the color tourism development plan. In this regard, the main purpose of this research is strategic planning for the development of color tourism or color therapy in Germi city to improve the mental life of citizens and economic growth Through color tourism / color therapy.
Methodology
The present research is descriptive-analytical in nature and applied in terms of purpose. The data required for this research were collected through documentary and field (observation, interview and questionnaire). Its statistical population is the experts of Germi city who have used the snowball method to determine the sample size and sampling. In the same direction, 10 experts familiar with the city of Germi and the discussion of color, color psychology or color therapy (up to theoretical saturation), were selected as a statistical sample of research, selected and questioned. It should be noted that strategic management models (SOAR and QFD) have been used to analyze the obtained data.
Results
The results of the Swarm matrix indicate that 7 strengths and 5 opportunities for color tourism or color therapy in the city of Germi have been identified, in which 3 ideals are aligned and 6 results are formulated. In addition, 6 strategies have been developed to achieve these results and ideals.
Color tourism development strategies / color therapy in the city of Germi
1. Using the appropriate topography and landscape of the city in order to improve the urban landscape and ultimately color tourism / color therapy
2. Using regional investors to develop color tourism / color therapy
3. Using the social capital of citizens in order to develop color tourism / color therapy
4. Use of support programs in order to develop color tourism / color therapy
5. Using public participation in the development of color tourism / color therapy
6. Using the serious determination of regional and national officials to develop color / color therapy tourism
The most important needs for the realization of color tourism / color therapy
1. Cooperation and participation of officials
2. Cooperation and participation of citizens
3. Financial resources and investment
In the quality house model, strategy number 2 with relative weight or relative importance of 0.242 is in the first rank of strategies. Strategies 6, 5, 4, 1 and 3 are also ranked second to sixth, respectively.
Conclusion
In recent decades, tourism as one of the most important industries for sustainable and comprehensive development, is a great opportunity for the development of developing societies. With the strategic planning of tourism development, especially health tourism and color therapy, we can hope to improve the economic, psychological and visual quality of cities. Strategic planning is a systematic approach that aims to provide scientific guidance for the development of communities.
The main purpose of this study is to use the positive thinking model of Swar and strategic planning for the development of color therapy in the city of Germi. In this regard, the results of the Swarm matrix showed that 7 strengths and 5 opportunities for color tourism or color therapy in the city of Germi have been identified. 6 results have been compiled (improving the appearance of the city; increasing the mental and physical health of the people; having a reputation; increasing the morale and self-confidence of citizens; reducing migration; improving work and business and finally increasing income). In addition, 6 strategies have been developed to achieve these results and ideals. Finally, prioritizing strategies using the quality house model showed that the strategy of "using regional investors to develop color / color therapy tourism" is the most important strategy for developing color / color therapy tourism in the city of Germi. In addition to this strategy, there are strategies of "using public participation in the development of color / color therapy tourism and using the serious determination of regional and national officials to develop color / color therapy tourism." Financial resources, which happened to be all three of the basic needs of this research, are the most important factors in the development of color tourism or color therapy in the city of Germi.