شناسایی عوامل مؤثر در صنعت گردشگری دیجیتال بر اساس کهن‌الگوهای یونگ: رویکرد بیبلیومتریک و نگاشت شناختی فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

چکیده
این پژوهش باهدف شناسایی عوامل مؤثر در صنعت گردشگری دیجیتال بر اساس کهن‌الگوهای یونگ با روش کیفی و کمی انجام گرفت. روش بررسی کتاب‌سنجی سیستماتیک با نرم‌افزار VOSviewer و زبان برنامه‌نویسی R انجام شد. در این مرحله، سه خوشه شناسایی شدند. خوشه 1: درگیری ذهنی، اصالت و تجربه مشتری در عصر گردشگری دیجیتال، خوشه 2: تصویر مقصد و تجربه گردشگری بر وفاداری بازدیدکننده و خوشه 3: واقعیت مجازی، واقعیت افزوده و متاورس در تجربه گردشگری است. در گام بعدی تحلیل مضمون با استفاده از مصاحبه با خبرگان انجام شد. ک نتایج تحلیل‌ها نشان داد که متغیرهای رمزگان نمادین و تجربه‌ی چند حسی برند دیجیتال بیشترین میزان تأثیرگذاری، ظرفیت تأثیرپذیری و شاخص محوریت را دارا هستند. در مقابل، متغیر درگیری ذهنی گردشگر و وفاداری به مقصد کمترین میزان تأثیرگذاری، ظرفیت تأثیرپذیری و شاخص محوریت را نشان دادند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Identifying Effective Factors in the Digital Tourism Industry Based on Jungian Archetypes: Bibliometrics and Fuzzy Cognitive Mapping Approach

نویسندگان English

Yazdan Shirmohammadi 1
Zeinab Hashemi Baghi 2
1 Department of Business Management, Payame Noor University,Tehran, Iran
2 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده English

This research was conducted with the aim of identifying the effective factors in the digital tourism industry based on Jung's archetypes using qualitative and quantitative methods. In the first step, a systematic review of previous literature was conducted using the bibliometric method using VOSviewer software and the R programming language. In this step, four clusters were identified. Cluster 1: Mental engagement, authenticity, and customer experience in the era of digital tourism, Cluster 2: Destination image and tourism experience on visitor loyalty, and Cluster 3: Virtual reality, augmented reality, and metaverse in tourism experience. The results of the analyses showed that the variables of symbolic codes and multisensory experience of the digital brand had the highest level of influence, capacity for influence, and centrality index. In contrast, the variables of tourist involvement and destination loyalty showed the lowest level of influence, capacity for influence, and centrality index.

کلیدواژه‌ها English

Digital tourism
Jungian archetypes
bibliometrics
fuzzy cognitive mapping
1.        شیرمحمدی، یزدان، دارابی، غزاله، هاشمی­باغی، زینب (1399) اثر جهت‌گیری ارزشی بر رفتار گردشگری محیط‌زیستی به واسطه تئوری ارزش عقیده هنجار و نظریه انتظار در میان گردشگران دربند و درکه. فصلنامه مطالعات مدیریت گردشگری، 15(50)، 221-252.  https://doi.org/10.22054/tms.2020.37757.2147
2.        شیرمحمدی، یزدان، دارابی، غزاله، هاشمی­باغی، زینب (1396) اثر درگیری ذهنی بر قصد بازدید مجدد گردشگران داخلی در مقایسه با گردشگران بین‌المللی (مطالعه موردی: شهر تهران). فصلنامه مطالعات مدیریت گردشگری، 12 (39)، 95-121.  https://doi.org/10.22054/tms.2017.15230.1429
3.      Aboalganam, K. M., AlFraihat, S. F., & Tarabieh, S. (2025). The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery. Administrative Sciences, 15(4), 117. https://doi.org/10.3390/admsci15040117
4.      Agapito, D. (2020). The senses in tourism design: A bibliometric review. Annals of Tourism Research, 83, 102934. https://doi.org/10.1016/j.annals.2020.102934
5.      Ahmed, S., Sharif, T., Ting, D. H., & Sharif, S. J. (2024). Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement. Psychology & Marketing, 41(7), 1514-1529. https://doi.org/10.1002/mar.21994
6.      Al-Nafjan, A., Aldayel, M., & Kharrat, A. (2023). Systematic review and future direction of neuro-tourism research. Brain Sciences, 13(4), 682. https://doi.org/10.3390/brainsci13040682
7.      Alyahya, M., & McLean, G. (2022). Examining tourism consumers’ attitudes and the role of sensory information in virtual reality experiences of a tourist destination. Journal of Travel Research, 61(7), 1666-1681. https://doi.org/10.1177/00472875211037745
8.      Baker, J., Nam, K., & Dutt, C. S. (2023). A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR. Information Technology & Tourism, 25(3), 265-306. https://link.springer.com/article/10.1007/S40558-023-00256-X
9.      Behnoud, E. (2022). Investigation and analysis of jungian archetype and its indication in architecture. International Journal of Applied Arts Studies (IJAPAS), 7(1), 19-32. http://www.ijapas.ir/index.php/ijapas/article/view/405
10.  Cai, X., Hu, Z., He, J., Zou, X., & Morrison, A. M. (2025). A meta-analysis of the antecedents and outcomes of tourist place attachment. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2025.02.006
11.  Carvalho, P., & Alves, H. (2023). Customer value co-creation in the hospitality and tourism industry: A systematic literature review. International Journal of Contemporary Hospitality Management, 35(1), 250-273.  https://doi.org/10.1108/IJCHM-12-2021-1528
12.  Chen, J., Hsu, F. C., Yan, L., Lee, H. M., & Zhang, Y. (2023). Tourists’ food involvement, place attachment, and destination loyalty: The moderating role of lifestyle. Behavioral Sciences, 13(8), 629. https://doi.org/10.3390/bs13080629
13.  Cheng, Q., Zhang, F., & Feng, Z. (2025). Immersive experiences and cultural identity construction: An interactive ritual chain perspective. Tourism Management Perspectives, 59, 101417. https://doi.org/10.1016/j.tmp.2025.101417
14.  de Almeida, D. S., Brito e Abreu, F., & Boavida-Portugal, I. (2025). Digital twins in tourism: A systematic literature review. arXiv. https://doi.org/10.48550/arXiv.2502.00002
15.  Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244, 104191. https://doi.org/10.1016/j.actpsy.2024.104191
16.  Glonți, M., & Popa, N. (2025). Emotional experiences through the eyes of culture and creativity, a new paradigm for urban tourism?. Sustainability, 17(7), 2794. https://doi.org/10.3390/su17072794
17.  González-Reverté, F., Corrons, A., & Gomis-López, J. M. (2025). Exploring the role of memorable tourism experiences and place attachment in the revisit intention of tourists staying in short-term rentals. Journal of Hospitality and Tourism Insights, 8(11), 79-99. https://doi.org/10.1108/JHTI-05-2024-0451
18.  Gönül, E. (2025). Digital narratives of heritage tourism experience: A netnographic approach. Yaşar Üniversitesi E-Dergisi, 20(80), 536-558. https://doi.org/10.19168/jyasar.1651512
19.  Fan, X., Jiang, X., & Deng, N. (2022). Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management, 91, 104534. https://doi.org/10.1016/j.tourman.2022.104534
20.  Francis, V. (2025). Literary archetypes: The notion and application. Journal of Ecohumanism, 4(1), 5030-5035. https://www.ceeol.com/search/article-detail?id=1379285
21.  Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467-1486. https://doi.org/10.1002/mar.21665
22.  Hultén, B. (2011). Sensory marketing: the multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273. https://doi.org/10.1108/09555341111130245
23.  Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2023). Corrigendum: Impact of destination image formation on tourist trust: mediating role of tourist satisfaction. Frontiers in Psychology, 14, 1205955. https://doi.org/10.3389/fpsyg.2023.1205955
24.  John, S. P., & Supramaniam, S. (2024). Value co-creation research in tourism and hospitality management: A systematic literature review. Journal of Hospitality and Tourism Management, 58, 96-114. https://doi.org/10.1016/j.jhtm.2023.11.008
25.  Kaushik, S., & Gokhale, N. (2022). Online sensory marketing: Developing five-dimensional multi-sensory brand experiences and its effectiveness. Cardiometry, (24), 567-576. DOI:10.18137/cardiometry.2022.24.567576
26.  Khondakar, M. F. K., Sarowar, M. H., Chowdhury, M. H., Majumder, S., Hossain, M. A., Dewan, M. A. A., & Hossain, Q. D. (2024). A systematic review on EEG-based neuromarketing: Recent trends and analyzing techniques. Brain Informatics, 11(1), 17. https://link.springer.com/article/10.1186/s40708-024-00229-8
27.  Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351. https://doi.org/10.1016/j.jcps.2011.08.003
28.  Kumar, P. (2013). Multisensory marketing: Creating new sustainability perspective in hospitality sector. Atna Journal of Tourism Studies, 8(1), 43-55. https://doi.org/10.12727/ajts.9.4
29.  Kumar, A., Mangla, S. K., Luthra, S., Rana, N. P., & Dwivedi, Y. K. (2018). Predicting changing pattern: Building model for consumer decision making in digital market. Journal of Enterprise Information Management, 31(5), 674-703. https://doi.org/10.1108/JEIM-01-2018-0003
30.  Kummitha, H. R. (2025). Digitalization and sustainable branding in tourism destinations from a systematic review perspective. Discover Sustainability, 6(1), 1-18. https://link.springer.com/article/10.1007/s43621-025-01751-3
31.  Li, H., Zhang, L., & Hsu, C. H. (2023). Research on user-generated photos in tourism and hospitality: A systematic review and way forward. Tourism Management, 96, 104714. https://doi.org/10.1016/j.tourman.2022.104714
32.  Lin, M. P., Lin, C. H., Llonch-Molina, N., & Marine-Roig, E. (2025). The impact of olive oil tourism on multisensory experiences and tourist loyalty. International Journal of Gastronomy and Food Science, 101195. https://doi.org/10.1016/j.ijgfs.2025.101195
33.  Luján Vera, P. E., Mamani Cornejo, J., Seminario Morales, M. V., & Esparza-Huamanchumo, R. M. (2025). Motivation, satisfaction, place attachment, and return intention to natural destinations: A structural analysis of Ayabaca moorlands, Peru. Tourism and Hospitality, 6(4), 163. https://doi.org/10.3390/tourhosp6040163
34.  Majzoub, R., Tawil, M., & Abuhassan, L. (2025). Investigating brand archetypes: Unveiling the perceived image of Jabal Al-Weibdeh neighborhood: Investigating brand archetypes. Place Branding and Public Diplomacy, 21(2), 207-222. https://link.springer.com/article/10.1057/s41254-024-00364-3
35.  Meacci, L., & Liberatore, G. (2018). A senses-based model for experiential tourism. Tourism & Management Studies, 14(4), 7-14. https://doi.org/10.18089/tms.2018.14401
36.  McLean, G., AlYahya, M., Barhorst, J. B., & Osei-Frimpong, K. (2023). Examining the influence of virtual reality tourism on consumers' subjective wellbeing. Tourism Management Perspectives, 46, 101088. https://doi.org/10.1016/j.tmp.2023.101088
37.  Merlo, O., Eisingerich, A. B., Gillingwater, R., & Cao, J. J. (2023). Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?. Business Horizons, 66(5), 615-629. https://doi.org/10.1016/j.bushor.2022.11.001
38.  Mildner, T., Fidel, D., Stefanidi, E., Woźniak, P. W., Malaka, R., & Niess, J. (2025, April). A comparative study of how people with and without ADHD recognise and avoid dark patterns on social media. In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems (pp. 1-17). Association for Computing Machineryhttps://doi.org/10.1145/3706598.3713776
39.  Musiolik, T. H., Karunanayaka, K., & Cheok, A. D. (2019). Multisensory brand experiences in digital media. Marketing Review St. Gallen, 36(1), 52-57. https://www.econstor.eu/handle/10419/276024
40.  Mutmainah, I., Yulia, I. A., Setiawan, F. A., Setiawan, A. S., Nurhayati, I., Rainanto, B. H., & Endri, E. (2025). Analysis of factors influencing digital transformation of tourism villages: Evidence from bogor, indonesia. Tourism and Hospitality, 6(2), 57. https://doi.org/10.3390/tourhosp6020057
41.  Pedro, A. O., Brandão, J. D. P., de Oliveira Silva, S. B., Lapa, M. G., & Castilho, V. C. (2025). Impact of age on premenstrual syndrome prevalence and severity: A population‐based survey in Brazil. International Journal of Gynecology & Obstetrics, 168(3), 1221-1228. https://doi.org/10.1002/ijgo.15895
42.  Pham, H. L., Pham, T., & Nguyen, T. T. (2022). Value co-creation in branding: A systematic review from a tourism perspective. European Journal of Tourism Research, 32, 3203-3203. https://doi.org/10.54055/ejtr.v32i.2597
43.  Pinto, I., & Huertas, A. (2025). A comparative study of VR and AR heritage applications on visitor emotional experiences: A case study from a peripheral Spanish destination. Virtual Reality, 29(1), 1-15. https://link.springer.com/article/10.1007/s10055-025-01109-0
44.  Ribeiro, T. D. L. S. A., Costa, B. K., Ferreira, M. P., & de Lamônica Freire, O. B. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985-999. https://doi.org/10.1016/j.emj.2022.12.001
45.  Riza, A. F., & Wijayanti, D. M. (2018). The triangle of sensory marketing model: Does it stimulate brand experience and loyalty, Journal of Business and Management. http://journal.uinjkt.ac.id/index.php/esensi
46.  Robina-Ramírez, R., Leal-Solís, A., Medina-Merodio, J. A., & Estriegana-Valdehita, R. (2023). From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector. Quality & Quantity, 57(4), 3783-3804. https://link.springer.com/article/10.1007/s11135-022-01528-0
47.  Roy, N., & Gretzel, U. (2023). Feeling opulent: Adding an affective dimension to symbolic consumption of themes. In E. Hakala & J. Heinonen (Eds.), Affect and emotion in tourism (pp. 189-211). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003292241-13/feeling-opulent-namita-roy-ulrike-gretzel
48.  Shin, H., & Kang, J. (2024). How does the metaverse travel experience influence virtual and actual travel behaviors? Focusing on the role of telepresence and avatar identification. Journal of Hospitality and Tourism Management, 58, 174-183. https://doi.org/10.1016/j.jhtm.2023.12.009
49.  Tasci, A. D., Khalilzadeh, J., Pizam, A., & Wang, Y. (2018). Network analysis of the sensory capital of a destination brand. Journal of Destination Marketing & Management, 9, 112-125. https://doi.org/10.1016/j.jdmm.2017.11.007
50.  Tiwari, A. V., Bajpai, N., & Pandey, P. (2023). The role of human emotions in memorable tourism experience and revisit intention. Tourism & Management Studies, 19(1), 15-27. https://doi.org/10.18089/tms.2023.190102
51.  Uhl, J. C., Prodinger, B., Murtinger, M., & Brysch, A. (2024). A journey for all senses: Multisensory VR for pre-travel destination experiences. in B. Ferrer-Rosell, D. Massimo, & C. Ferrer-Comalat (Eds.), Information and communication technologies in tourism (pp. 128-139). Springer Nature Switzerland. https://link.springer.com/chapter/10.1007/978-3-031-58839-6_13
52.  Wang, G., Huang, L., Xu, C., He, K., Shen, K., & Liang, P. (2022). Analysis of the mediating role of place attachment in the link between tourists’ authentic experiences of, involvement in, and loyalty to rural tourism. Sustainability, 14(19), 12795. https://doi.org/10.3390/su141912795
53.  Wei, J., Zhou, L., & Li, L. (2024). A study on the impact of tourism destination image and local attachment on the revisit intention: The moderating effect of perceived risk. Plos One, 19(1), e0296524. https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0296524
54.  Yan, J., Yue, J., Zhang, J., & Qin, P. (2023). Research on spatio-temporal characteristics of tourists’ landscape perception and emotional experience by using photo data mining. International Journal of Environmental Research and Public Health, 20(5), 3843. https://doi.org/10.3390/ijerph20053843
55.  Yan, Y., & Du, Q. (2025). From digital imagination to real-world exploration: A study on the influence factors of VR-based reconstruction of historical districts on tourists’ travel intention in the field. Virtual Reality, 29(2), 85. https://link.springer.com/article/10.1007/s10055-025-01158-5
56.  Yang, F., Huang, A., & Huang, J. (2021). Influence of sensory experiences on tourists' emotions, destination memories, and loyalty. Social Behavior and Personality: An International Journal, 49(4), 1-13. https://doi.org/10.2224/sbp.10010
57.  Zhu, Y., Zhu, L., & Weng, L. (2024). How do tourists’ value perceptions of food experiences influence their perceived destination image and revisit intention? A moderated mediation model. Foods, 13(3), 412. https://doi.org/10.3390/foods13030412