The Subjective Typology of Tourists in terms of the Meaning of Tourism Destination (the Case: Shiraz City)

Khalilnezhad, Shahram; Soleymanzadeh, Omid; Koraghli, Marzie

doi:10.22054/tms.2021.50852.2322

The Subjective Typology of Tourists in terms of the Meaning of Tourism Destination (the Case: Shiraz City)

Document Type : Research Paper

Authors

shahram khalilnezhad ¹

omid soleymanzadeh ²

marzie koraghli ³

¹ Assistant Professor, Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran. Iran.

² Ph.D. Student in Business Management, Shahid Beheshti University, Tehran, Iran.

³ Master of Tourism Management, Allameh Tabataba'i University, Tehran. Iran.

https://doi.org/10.22054/tms.2021.50852.2322

Abstract

Abstract

This study aimed to identify the subjective typology of tourists in terms of the meanings of tourism destinations in Shiraz city. This study is applied research in terms of purpose and is descriptive in terms of method. Given the purpose of this research based on identifying the subjective typology, the Q method was used. The statistical population of the study consisted of individuals who had at least once traveled to Shiraz. The sampling method in this study was based on Purposive sampling. Data analysis was performed using Q factor analysis. The exploratory Q factor analysis process consists of two steps: extracting the factors and then rotating them so that they can be interpreted. The findings of this study identified seven subjective types for tourism destination meanings in Shiraz; these types of typology were as follows: enthusiasts, collectivists, adventurers, relaxation searchers, self-reflections, differentiators, and reminders. Finally, these extracted mentalities were interpreted. This research provided a practical approach for tourism destination managers and activists in this field and hospitality sector to segment the market based on the meaning of tourism destination. And then each of segment target and marketing plans design.

Keywords

Tourist

Subjective Typology

Meaning

Tourism destination

Q methodology

Amin bidbakhti, A., sharifi, N. (2005). Examining the relationship between social capital and the tourism boom in the Caspian Sea coastal areas. Tourism Management Studies, 2(7), 121-150

Heidari, A., Behdadfar, N. (2017). Conception of place for architects and non-architects. The Monthly Scientific Journal of Bagh-e Nazar, 13(43), 117-128

Khoshgooyan Fard, A. R. (2007). Q methodology. IRIB Research Center, Tehran

Lak, A., Jalalian, S. (2018). The Experience of the Meaning of Place in Urban Spaces: Using Qualitative Content Analysis to Define the Meaning of Bagh-e Ferdows. Journal of Iranian Architecture Studies, 7(13), 71-87

Letafati, Z., Ansari, H. (2019). A model for identifying and enhancing the sense of place and collective memories (case study: Dez river). Journal of Iranian Architecture Studies, 8(15), 65-89.

Rafieian, M., Rafieian, M., Bemanian, M. (2019). Analysis on Meaning Quality of Urban Public Places, Yazd, Iran. Human Geography Research, 51(2), 411-428