عوامل مؤثر بر سنجش عملکرد بازاریابی وابسته برخط در صنعت گردشگری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشگاه علم و صنعت ایران

2 دانشجوی کارشناسی ارشد دانشگاه علم و صنعت ایران

10.22054/tms.2020.19683.1543

چکیده

با وجود رشد روزافزون بازاریابی وابسته در ایران به‌خصوص در صنعت گردشگری، محققان توجه چندانی به این حوزه نکرده‌اند. هدف از این پژوهش، بررسی عوامل مؤثر بر سنجش عملکرد بازاریابی وابسته برخط در صنعت گردشگری کشور بوده است. با توجه به اینکه این پژوهش، ازنظر هدف توسعه‌ای و ازنظر شیوه گردآوری اطلاعات، توصیفی پیمایشی بوده است، ابتدا با مطالعات مروری، مجموعه‌ای از معیارهای سنجش عملکرد بازاریابی وابسته شناسایی شدند. پس از مصاحبه با خبرگان حوزه‌ی بازاریابی گردشگری، پرسشنامه در میان نمونه آماری یعنی فعالین حوزه گردشگری کشور توزیع شد. پس از جمع‌آوری پرسشنامه به تجزیه‌وتحلیل داده‌ها، استخراج و رتبه‌بندی معیارهای مناسب جهت سنجش عملکرد بازاریابی وابسته برخط در صنعت گردشگری کشور پرداخته شد. نتایج این تحقیق نشان داد که شش عامل قابلیت‌های نمایش، توانمندی ارتباطی، عوامل مالی، ایجاد مزیت رقابتی، قابلیت‌های جذب و ایجاد برند، عوامل مهمی جهت سنجش عملکرد بازاریابی وابسته در صنعت گردشگری کشور هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigation on Factors Affecting Online Affiliate Marketing Performance Measurment in Tourism Industry

نویسندگان [English]

  • Mohammad Fathian Brojeny 1
  • Mohammad Hosein Owji 2
1 Faculty member of Iran University of Science and Technology
2 Msc student of Iran University of Science and Technology
چکیده [English]

The measurement of both offline and online marketing is the topic of numerous research papers and important concerns of marketing managers. Despite the rapid growth of affiliate marketing, especially in the tourism industry, in Iran, Iranian researchers have paid little attention to this area. The aim of this study was to examine factors affecting the measurement of online affiliate marketing performance in the tourism industry. Due to the research is developmental in terms of purpose, and descriptive-survey method in terms of collecting information, first, besides studying literature review, a set of criteria measuring affiliate marketing performance were identified. Then, having interviewed professors and experts in the field of tourism marketing, we distribute questionnaires among the statistical sample, tourism activists. Next, having gathered data, we analyzed, mined them, and prioritized suitable criteria for measuring affiliate marketing performance in the tourism industry. exploratory factor analysis was performed to classify the sub-indices, and confirmatory factor analysis was used to test the validity of the model. Finally, the results showed six factor including: expose capabilities, communications capability, financial factors, making competitive advantages, abilities to attract, and brand creation are important factors to measure affiliate marketing performance in the tourism of Iran.

کلیدواژه‌ها [English]

  • performance measurement
  • Marketing
  • affiliate marketing
  • Tourism
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