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طراحی مدل اعتلای برند مقصد گردشگری با رویکرد نظریه داده بنیاد مطالعه موردی استان فارس | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| دوره 8، شماره 2 - شماره پیاپی 26، تیر 1400، صفحه 16-49 اصل مقاله (1.09 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.34209.2086 | ||
| نویسندگان | ||
| اعظم میرسلیمانی1؛ محمدعلی بابایی زکلیکی* 2؛ منیژه حقیقی نسب3؛ آمنه خدیور4؛ مهدی ابراهیمی5 | ||
| 1دانشجوی دکتری بازاریابی بین الملل، گروه مدیریت دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران | ||
| 2دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران، | ||
| 3دانشیار گروه مدیریت؛ دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا تهران، ایران، | ||
| 4دانشیار گروه مدیریت گرایش مدیریت فناوری اطلاعات، دانشگاه الزهرا تهران، ایران، | ||
| 5استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران | ||
| چکیده | ||
| اعتلای برند مقصد گردشگری به معنی تقویت هویت فرهنگی فضا و مکان در ذهن گردشگران بالقوه میباشد بنابراین شناسایی و درک صحیحی از عوامل مؤثر بر آن ضروری میباشد. در این پژوهش تلاش شده با بهرهگیری از رویکرد کیفی و نظریه داده بنیاد مدل اعتلای برند مقصد گردشگری ارائه گردد. بدین منظور با استفاده از روش نمونهگیری نظری و کدگذاری سه مرحلهای باز، انتخابی و محوری دادهها تجزیه‌وتحلیل و مدل پارادایمی پژوهش طراحی گردید. بر اساس تجزیه‌وتحلیلهای صورت گرفته پدیده اصلی این پژوهش «اعتلای برند مقصد گردشگری» متأثر از شرایط علی (برخورداری استان فارس از پتانسیلهای گردشگری و نیاز به بهرهمندی از مزایای اقتصادی و فرهنگی صنعت گردشگری)، عوامل زمینهای (شرایط سیاسی، ساختارهای اداری، منابع و امکانات، شرایط اجتماعی و فرهنگی) و عوامل مداخلهگر (شرایط اقتصادی، اجتماعی، فرهنگی، مدیریتی، زیر ساختی و مشارکت ذی‌نفعان) میباشد که از طریق راهبرد طراحی و تدوین برنامه جامع استراتژیک گردشگری سبب توسعه فرهنگی- اجتماعی، سیاسی، اقتصادی و محیط‌زیستی میگردد. | ||
| کلیدواژه‌ها | ||
| برند مقصد گردشگری؛ اعتلای برند؛ نظریه داده بنیاد؛ گردشگری استان فارس | ||
| عنوان مقاله [English] | ||
| Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province) | ||
| نویسندگان [English] | ||
| Azam Mirsoleimani1؛ mohamadali babaeizakliki2؛ Manijeh Haghighinasab3؛ Ameneh Khadivar4؛ Mehdi Ebrahimi5 | ||
| 1Phd student of international marketing, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran | ||
| 2Associate Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran,،Iran | ||
| 3. Associate Professor, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran, | ||
| 4Assisstant Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran، Iran, | ||
| 5Assisstant Professor، Department of business management, faculty of management،amp، accounting،Allameh Tabatha university، Tehran،Iran, | ||
| چکیده [English] | ||
| Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development. | ||
| کلیدواژه‌ها [English] | ||
| Destination brand, brand reinforcement, grounded theory, Fars province tourism | ||
| مراجع | ||
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