نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت ، ، دانشگاه الزهرا، تهران ، ایران

2 دکتری مدیریت بازاریابی بین الملل، ، دانشگاه الزهرا، تهران، ایران.

3 دانشجوی دکتری مدیریت بازاریابی، دانشگاه الزهرا، تهران، ایران.

10.22054/tms.2022.64705.2645

چکیده

شناسایی و درک صحیح عوامل مؤثر بر اعتلای برند مقصد گردشگری جهت جذب گردشگر، ضروری می‌باشد. هدف اصلی این مقاله طراحی مدل اعتلای برند استان فارس به‌عنوان مقصد گردشگری می‌باشد. این پژوهش با مبنای فلسفی؛ پراگماتیسم، جهت‌گیری، بنیادی-کاربردی و به روش آمیخته اکتشافی متوالی انجام شده است. در بخش کیفی، روش نمونه‌گیری نظری و مصاحبه عمیق و استراتژی نظریه‌پردازی داده‌بنیاد و در بخش کمّی از روش مدل‌سازی معادلات ساختاری استفاده شده است. نتایج حاصل از یافته‌ها نشان داد که "اعتلای برند مقصد گردشگری" متاثر از شرایط علّی(برخورداری استان فارس از پتانسیل‌های گردشگری و نیاز به بهره‌مندی از مزایای اقتصادی و فرهنگی صنعت گردشگری)، عوامل زمینه‌ای (شرایط سیاسی، ساختار‌های اداری، منابع و امکانات، شرایط اجتماعی و فرهنگی) و عوامل مداخله‌گر (شرایط اقتصادی، اجتماعی، فرهنگی، مدیریتی، زیرساختی و مشارکت ذی‌نفعان) است که از طریق طراحی و تدوین برنامه استراتژیک گردشگری، سبب توسعه فرهنگی- اجتماعی، سیاسی، اقتصادی و محیط زیستی می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Brand Reinforcement Model of Tourism Destination

نویسندگان [English]

  • Manijeh Haghighinasab 1
  • Azam Mir Soleimani 2
  • Payvand MirzaeianKhamseh 3

1 Associate Professor, Department of Management, Alzahra University, Tehran, Iran

2 PhD in International Marketing Management, Alzahra University. Tehran. Iran.

3 PhD student in Marketing Management, Al-Zahra University, Tehran, Iran.

چکیده [English]

The main purpose of this study is to design the brand reinforcement model of FarsProvince as a tourism destination. It used deep interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires, extracted from the paradigm model, were administered among the domain activists for model validation, and the results were tested by the structural equations modeling method and LISREL 8.8. software. The results, confirming the research hypotheses, show that the reinforcement of the tourism destination brand is influenced by causal condition,, contexual
factors and intervening factors . However, it leads to sociocultural, political, economic, and environmental developments through designing and compiling an inclusive strategic tourism program.

کلیدواژه‌ها [English]

  • Brand Reinforcement
  • destination brand
  • Tourism Destination Brand
  • Grounded Theory
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