Document Type : Research Paper
Authors
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
The current research, which is practical and was conducted by Thematic analysis method and is among qualitative researches, was conducted with the aim of investigating the challenges and limitations of its use by Iranian tourism businesses. The statistical population was all marketing specialists, content production, activists and business owners in the field of tourism; 8 of these 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, which were analyzed through open, central, and selective coding, and the research model was presented. Findings 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, 5) Challenges related to audience reaction were set.
Keywords
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