نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی مقطع دکترای مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی ، زنجان ، ایران
2 گروه مدیریت ، واحد زنجان، دانشگاه آزاد اسلامی ، زنجان ، ایران
3 گروه ریاضی و آمار، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The lack of use of ecotourism capacities in Iran, despite numerous biological, cultural and historical attractions, has caused a waste of national capital. The aim of this research is to identify the weaknesses and challenges between ecotourism centers, digital marketing and media advertising in order to strengthen the tourist attraction process. The research was conducted with a qualitative approach and data-based theory. Data were collected through semi-structured interviews with 14 experts using purposive sampling and analyzed with open, axial and selective coding. Reliability of 0.76 and convergent validity were confirmed. The findings introduced three new components of “media meta-reality”, “media design for interaction” and “interaction enrichment” to the digital marketing communication model. The proposed model can lead to outcomes such as increased tourist satisfaction, enhanced word-of-mouth marketing, increased interaction on social media, and improved tourist return rates, the quantitative validation of which is recommended for future research.
کلیدواژهها English
