Marketing economics
Alireza Hamidzadeh Arbabi; Naser Seifollahi; Ghasem Zarei; Mohammad Bashokouh Ajirlou
Abstract
Today, tourism destination branding, has become a powerful tool for transformation of regions and digital reputation of a tourism destination is one of the main factors affecting its competitiveness. Considering the importance of this issue, the purpose of this research is to provide a digital reputation ...
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Today, tourism destination branding, has become a powerful tool for transformation of regions and digital reputation of a tourism destination is one of the main factors affecting its competitiveness. Considering the importance of this issue, the purpose of this research is to provide a digital reputation model for tourism destination brands. This research is of a qualitative type, which has designed the model using Foundation's data theory. The statistical population of this research was university faculty members, managers and tourism activists, and purposeful sampling was used to collect information that, 14 interviews were conducted and the basis for completing the interviews was theoretical saturation. Data analysis was performed in three stages of open, axial and selective coding using MAXQDA software. The final model consists of the totality of causal conditions, contextual conditions, intervening conditions, central category, strategies and consequences of the development of digital reputation of the tourism destination brand.
Zeinab Mahmoodi Pachal; Ghasem Zarei; Naser Seifollahi
Abstract
Newsjacking (news surfing) is one of the advertising and public relations techniques in which brands direct the wave of a new trend in their direction. Unfortunately, this strategy is unsuitable for most Iranian businesses, especially tourism. It is unknown or not used. Therefore, the present research ...
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Newsjacking (news surfing) is one of the advertising and public relations techniques in which brands direct the wave of a new trend in their direction. Unfortunately, this strategy is unsuitable for most Iranian businesses, especially tourism. It is unknown or not used. Therefore, the present research investigates the reason for this and identifies the challenges and limitations of its use by tourism businesses based on a qualitative approach and thematic analysis method. Therefore, the research is practical. The statistical population was all marketing specialists, content production, and tourism activists who know newsjacking properly; eight experts were selected through theoretical sampling and agreed to participate in the research. The data collection tool was in-depth interviews, the total duration of which varied from 50 to 70 minutes for each person, through open, central, and selective coding, which were analyzed and presented the research conceptual model. Findings are set in the form of challenges and limitations related to 1) the nature of newsjacking itself, 2) newsjacking in Iranian tourism, 3) external limitations of tourism businesses, 4) internal limitations of tourism businesses, and 5) Challenges related to audience reaction. Finally, suggestions such as choosing news unrelated to tourism, creative and robust work teams, choosing the right platform, awareness, and education, and to solving these limitations not being idealistic was presented.