Document Type : Research Paper

Authors

• Zeinab Mahmoodi Pachal ¹
• Ghasem Zarei ²
• Naser Seifollahi ³

¹ Ph.D. Student of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran

² Associate Professor of Bussiness Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran

³ Professor of Business Management, Faculty of social science, University of Mohaghegh Ardabili, Ardabil, Iran

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 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.

Keywords

• Newsjacking
• Businesses
• Tourism