طراحی و اعتبارسنجی الگوی بازاریابی مقصد گردشگری مبتنی بر فنّاوری های الکترونیک نوین (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف طراحی و اعتبارسنجی الگوی بازاریابی مقصد گردشگری مبتنی بر فنّاوری های الکترونیک نوین انجام شد. این پژوهش از نظر هدف، بنیادی و از نظر شیوه گردآوری داده ها پژوهشی توصیفی (غیرآزمایشی) است که با روش پیمایش مقطعی انجام شد. برای نیل به هدف از طرح پژوهش آمیخته اکتشافی استفاده شد. جامعه مشارکت کنندگان بخش کیفی شامل نخبگان صنعت گردشگری است که با روش نمونه گیری هدفمند انتخاب شدند و پس از 24 مصاحبه، اشباع نظری به دست آمد. جامعه آماری بخشی کمّی شامل گردشگران جزیره کیش است که حجم نمونه با فرمول کوکران 384 نفر برآورد شد. برای تجزیه وتحلیل داده ها در بخش کیفی، از روش تحلیل مضمون با نرم افزار MaxQDA استفاده شد. در بخش کمّی نیز از روش حداقل مربعات جزئی در نرم افزار Smart PLS و SPSS استفاده شد. براساس یافته های پژوهش، مشخص شد شرایط سیاسی اقتصادی، حمایت و پشتیبانی حکومتی و شرایط فرهنگی اجتماعی بر فنّاوری های الکترونیکی نوین و تحول دیجیتال تأثیر می گذارند. این عوامل بر روساخت ها و زیرساخت های گردشگری و توانمندسازی تأسیسات گردشگری اثر گذاشته و به آگاهی از برند مقصد، مدیریت تجربه گردشگران و بازاریابی چندحسی منجر می شوند. ازطریق بهبود آگاهی از برند مقصد، مدیریت تجربه گردشگران و بازاریابی چندحسی در نهایت دستیابی به بازاریابی مقصدهای گردشگری میسر می شود.Design and Validation of Tourism Destination Marketing Model Using New Electronic Technologies
This study was conducted with the aim of designing and validating the marketing model of tourist destinations using modern electronic technologies. From the point of view of the purpose of this study, it is applied-developmental research, and from the point of view of the method and time period of data collection, it is included in the category of survey-cross-sectional studies. Also, because both quantitative and qualitative methods have been used, it is mixed research. The statistical population of this article in the qualitative phase includes experienced professors and experts in the tourism industry, which was used in a targeted way from the perspective of 24 people. Also, in a small part, the point of view of 384 tourists was used. In this article, the theme analysis method has been used to identify the underlying categories of tourism destination marketing using modern electronic technologies. The partial least squares method has also been used to validate the model. Data analysis was done with MaxQDA and Smart PLS software. Findings: The results have shown that political-economic conditions, governmental support and cultural-social conditions affect new electronic technologies and digital transformation. These factors have an effect on tourism infrastructures and empowerment of tourism facilities and lead to awareness of the destination brand, tourist experience management and multi-sensory marketing. Through improving the awareness of the destination brand, tourist experience management and multi-sensory marketing, the marketing of tourist destinations becomes possible. Keywords: Marketing of Tourist Destinations, Tourism Industry, New Electronic Technologies 1. Introduction Effective marketing and the use of new marketing methods is one of the most important needs of the tourism industry. Tourism is one of the largest service sectors, which is accompanied by a sharp increase in competition, and attracting the attention of people as tourists and stimulating the intention to travel requires new marketing methods. Now, electronic technologies have also come to the aid of marketing and have provided marketing managers with many capabilities for branding and raising awareness of tourism destinations and consequently increasing tourism intentions. Production of multimedia content and the possibility of sharing and exchanging opinions about different tourist destinations is one of the main features in the marketing of the tourism industry today. Tourism industry managers have created a revolution in their marketing methods by using electronic technologies that can target a large number of audiences in a short time with low cost. For this reason, tourism marketing around the world, including Iran, has moved towards the use of new electronic technologies, especially on the web and social media. In general, it can be said that the businesses of the tourism industry have turned to the capabilities provided by electronic technologies in order to increase the amount of tourist attraction and people's willingness to travel. Traditional methods of marketing tourism destinations have been updated with new technologies and have significantly improved the effectiveness of promotional activities in the tourism industry. On the one hand, electronic marketing reduces the costs of tourism and on the other hand, it increases the efficiency, effectiveness, intention to travel and attract tourists. This issue is also important from a negative point of view. Businesses and tourism agencies that are still trying to attract tourists in cement buildings with traditional methods will quickly be removed from the market and will be replaced by web and social media activists who use new methods and electronic technologies to communicate with their audience. With the growth of Internet-based technologies and easy and quick access to it, tourists have also been led to use this to know tourist destinations, so moving towards electronic marketing in the tourism industry is inevitable. But the main problem is that this method of marketing does not happen in a vacuum and requires a practical and native model that is designed and validated with a scientific approach. From a theoretical point of view, although various studies have been conducted in the field of tourism destination marketing, a deep research gap is observed in the field of designing and validating a local model based on electronic marketing. It seems that providing a native model for electronic marketing of tourist destinations has been neglected from the point of view of domestic researchers, and most of the studies have been conducted only with a practical view for a specific region and based on non-native scales. Therefore, considering the research gap in this study, the design of the marketing model of tourist destinations using modern electronic technologies has been discussed. The present study answers the key question, what is the marketing model of tourist destinations using new electronic technologies? 2. Literature Review Tourism destination marketing: According to the World Tourism Organization, a tourist destination is a place where visitors intend to travel and spend at least one night. Traditionally, tourism destinations are determined based on political boundaries and administrative and official maps Tourism destination refers to a place that tourists choose as the goal of their trip, and the choice of this destination depends on marketing efforts. Therefore, it can be said that tourism destination marketing is the use of promotional methods to attract tourists to a special geographical area. Electronic marketing of tourist destinations: Marketing of tourism destinations using modern electronic technologies is defined as the use of the Internet and related technologies along with other marketing communication tools aimed at achieving tourism goals and objectives. With the emergence of the concept of marketing of tourist destinations, many traditional marketing methods using modern electronic technologies have lost their use, and it is necessary for the actors of this industry to use new methods to implement their marketing activities. Marketing of tourist destinations by using modern electronic technologies focuses on a wider level of the target market than traditional marketing and is economically viable. 3. Methodology From the point of view of the purpose of this study, it is applied-developmental research, and from the point of view of the method and time period of data collection, it is included in the category of survey-cross-sectional studies. Also, because both quantitative and qualitative methods have been used, it is mixed research. The statistical population of this article in the qualitative phase includes experienced professors and experts in the tourism industry, which was used in a targeted way from the perspective of 24 people. Also, in a small part, the point of view of 384 tourists was used. In this article, thematic analysis method has been used to identify the underlying categories of tourism destination marketing using modern electronic technologies. The partial least squares method has also been used to validate the model. Data analysis was done with MaxQDA and Smart PLS software. 4. Results In the findings section, in order to code and analyze the texts of the specialized interviews, a qualitative analysis of the theme based on the six-step Etrid-Sterling method was used. In the open coding stage, 321 codes were identified. And through axial coding, 5 overarching themes, 11 organizing themes and 63 basic themes were obtained. 5. Conclusion The results have shown that political-economic conditions, governmental support and cultural-social conditions affect new electronic technologies and digital transformation. These factors have an effect on tourism infrastructures and empowerment of tourism facilities and lead to awareness of the destination brand, tourist experience management and multi-sensory marketing. Through improving the awareness of the destination brand, tourist experience management and multi-sensory marketing, the marketing of tourist destinations becomes possible.
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