سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

غفاری, محمد, سلطانی, مرتضی, شهرکی آزاد, افسانه, خوشرو, مینا. (1399). شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری. , 19(44), 98-119. doi: 10.48308/jbmp19.44.98
محمد غفاری; مرتضی سلطانی; افسانه شهرکی آزاد; مینا خوشرو. "شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری". , 19, 44, 1399, 98-119. doi: 10.48308/jbmp19.44.98
غفاری, محمد, سلطانی, مرتضی, شهرکی آزاد, افسانه, خوشرو, مینا. (1399). 'شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری', , 19(44), pp. 98-119. doi: 10.48308/jbmp19.44.98
غفاری, محمد, سلطانی, مرتضی, شهرکی آزاد, افسانه, خوشرو, مینا. شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری. , 1399; 19(44): 98-119. doi: 10.48308/jbmp19.44.98

شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری

چشم انداز مدیریت بازرگانی
دوره 19، شماره 44 - شماره پیاپی 77، اسفند 1399، صفحه 98-119    اصل مقاله (1.43 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp19.44.98
نویسندگان
محمد غفاری* 1؛ مرتضی سلطانی1؛ افسانه شهرکی آزاد2؛ مینا خوشرو3
1استادیار گروه مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران.
2دانشجوی کارشناسی ارشد مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران.
3دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه حضرت معصومه (س)، قم، ایران.
چکیده
امروزه برند مقاصد گردشگری نقش بسزایی در موفقیت آنها ایفا می‌کند و همچنین شناسایی فرصت‌های هم‌آفرینی برند مقاصد گردشگری می‌تواند نقش بسزایی در توسعه و ترویج برند این مقاصد داشته باشد. به همین دلیل هدف اصلی این پژوهش، شناسایی و اولویت‌بندی فرصت‌های هم‌آفرینی برند مقاصد گردشگری در سه مرحله قبل از سفر، حین و بعد سفر است.به منظور شناسایی فرصت‌های هم‌آفرینی برند گردشگری ابتدا یک مصاحبه نیمه-ساختار‌یافته با گردشگران داخلی سفرکرده به شهر تهران در مرداد‌ماه 1397 که بصورت قضاوتی انتخاب شدند، انجام شد. سپس برای اولویت‌بندی فرصتها نیز از روش کمی آنتروپی‌شانون استفاده گردید. از تحلیل متن مصاحبه‌ها، 53 مضمون فرعی و 13 مضمون اصلی در قالب 3 محور اصلی (قبل، حین و بعد از سفر) شناسایی شدند. که محور قبل از سفر 4 فرصت، محور حین سفر 4 فرصت و در نهایت محور بعد از سفر 5 فرصت را در بر می‌گیرد. نتایج پژوهش بخش کیفی بیانگر این است که جستجو و جمع‌آوری اطلاعات در مرحله قبل از سفر، تعامل در مرحله حین سفر، توصیه و سفارش(تبلیغات توصیه‌ای) در مرحله پس از سفر بیشترین اهمیت را دارند. همچنین یافته‌های مربوط به بخش کمی نشان می‌دهد تولید محتوا با اهمیت-ترین فرصت‌ و حفاظت از مقصد نیز کم اهمیت‌ترین فرصت از نقطه نظر متخصصان بازاریابی و گردشگری است.
کلیدواژه‌ها
"مقصد گردشگری"؛ "هم‌آفرینی برند"؛ "هم‌آفرینی برند مقصد گردشگری"
عنوان مقاله [English]
Identify and Prioritize Tourism Brand Co-creation Opportunities
نویسندگان [English]
Mohammad Ghaffari1؛ morteza soltanee1؛ Afsaneh shahraki azad2؛ Mina Khoshroo3
1Farabi college, University of Tehran
2Farabi College. University of Tehran
3Hazrat. e Masoumeh university, Qom
چکیده [English]
Today, the brand of tourism destinations plays a significant role in their success and also identifying opportunities for co-creation of the brand of tourism destinations can play a significant role in developing and promoting the brand of these destinations. The main goal of this research is to identify the tourism brand's entrepreneurial opportunities in the three stages before, during and after the trip.In this study, in order to identify opportunities for tourism brand co-creation, first a semi-structured interview was conducted with domestic tourists who traveled to Tehran in August 2016, who were selected judiciously. Then the quantitative entropy method was used to prioritize the opportunities. From the text analysis of the interviews, 53 sub-themes and 13 main themes were identified in the form of 3 main axes (before, during and after the trip). The axis includes 4 opportunities before the trip, 4 opportunities during the trip and finally 5 opportunities after the trip.The results of the qualitative research indicate the importance of searching and gathering information in the pre-travel stage, interaction in the travel stage, recommendation and ordering (word of mouth) in the post-travel stage are the most important. Quantitative findings also show that content production is the most important opportunity and destination protection is the least important opportunity from the point of view of marketing and tourism experts.
کلیدواژه‌ها [English]
"Tourism Destination", "Brand Co-creation", "Tourism Destination Brand Co-creation"
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