تحلیل سیستماتیک مدل‌های سفر مشتری در گردشگری دیجیتال: کاربست چارچوب نظری قیف پارادایم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.

3 استادیار گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.

چکیده
در این پژوهش با هدف تحلیل نظام‌مند مدل‌های سفر مشتری در بستر گردشگری دیجیتال، با بهره‌گیری از رویکرد مفهومی «قیف پارادایم» به دسته‌بندی، تحلیل و ترکیب یافته‌های پیشین پرداخته شده است. این چارچوب امکان تمایز میان سطوح مختلف دانش از داده‌های تجربی تا مفاهیم بنیادی را فراهم می‌سازد. با استفاده از الگوی مرور سیستماتیک بولاند و همکاران (2013)، 12 مقاله علمی منتخب در چهار سطح مشاهدات، متدهای تحلیلی، تئوری‌های خاص و فرضیات پایه طبقه‌بندی و بررسی شدند. نتایج حاکی از تمرکز غالب بر داده‌های تجربی و غفلت از سطوح نظری است. همچنین فقدان مطالعات مروری مستقل، نیاز به پژوهش‌های جامع‌تر را برجسته می‌کند. فناوری‌های دیجیتال و تعاملات آنلاین در شکل‌گیری مدل‌های تصمیم‌گیری مشتریان نقش کلیدی دارند و مسیرهایی نو برای تحقیقات آتی در حوزه‌هایی چون هوش مصنوعی، واقعیت افزوده و کلان‌داده‌ها پیشنهاد می‌شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

A Systematic Analysis of Customer Journey Models in Digital Tourism: Applying the Paradigm Funnel Theoretical Framework

نویسندگان English

Marzieh Moradi 1
Abolhasan Hosseini 2
Mohammad Safari 3
1 Department of Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
2 Associate Professor of Business Management Group, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
3 Assistant Professor of Business Management Group, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
چکیده English

This study aims to systematically analyze customer journey models in digital tourism using the conceptual approach of the “Paradigm Funnel.” This framework distinguishes between different levels of knowledge, from empirical data to fundamental concepts. Based on Boland et al.’s (2013) systematic review method, 12 academic articles were selected and analyzed across four levels: empirical observations, analytical methods, specific theories, and core assumptions. The findings show a dominant focus on empirical data and methods, with limited attention to theoretical foundations. The lack of independent review studies underscores the need for more comprehensive research. Digital technologies and online interactions play a key role in shaping customer decision-making models and offer opportunities for future studies in areas such as artificial intelligence, augmented reality, and big data. By identifying research gaps and proposing future directions, this study contributes to the development of digital marketing strategies and the design of enhanced customer experiences in tourism.

کلیدواژه‌ها English

Customer Journey
Digital Tourism
Paradigm Funnel
Systematic Analysis
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