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Khanifar, Hossein, Mohamadi Turkmani, Ehsan, Ranjbar, Nader, Khosromanesh, Rahim. (1401). Iranian Tourism Marketing Objectives: An Active Sports Tourism Approach. جلوه هنر, 3(1), 13-35. doi: 10.22051/sbj.2023.42118.1061
Hossein Khanifar; Ehsan Mohamadi Turkmani; Nader Ranjbar; Rahim Khosromanesh. "Iranian Tourism Marketing Objectives: An Active Sports Tourism Approach". جلوه هنر, 3, 1, 1401, 13-35. doi: 10.22051/sbj.2023.42118.1061
Khanifar, Hossein, Mohamadi Turkmani, Ehsan, Ranjbar, Nader, Khosromanesh, Rahim. (1401). 'Iranian Tourism Marketing Objectives: An Active Sports Tourism Approach', جلوه هنر, 3(1), pp. 13-35. doi: 10.22051/sbj.2023.42118.1061
Khanifar, Hossein, Mohamadi Turkmani, Ehsan, Ranjbar, Nader, Khosromanesh, Rahim. Iranian Tourism Marketing Objectives: An Active Sports Tourism Approach. جلوه هنر, 1401; 3(1): 13-35. doi: 10.22051/sbj.2023.42118.1061

Iranian Tourism Marketing Objectives: An Active Sports Tourism Approach

Sports Business Journal
مقاله 2، دوره 3، شماره 1 - شماره پیاپی 5، فروردین 2023، صفحه 13-35    اصل مقاله (780.15 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.42118.1061
نویسندگان
Hossein Khanifar1؛ Ehsan Mohamadi Turkmani2؛ Nader Ranjbar3؛ Rahim Khosromanesh* 4
1Professor, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.
2Assistant Professor, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran.
3PhD in Sports Psychology, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran.
4PhD in Sports Management, Faculty of Management and Accounting, Farabi campus, University of Tehran, Tehran, Iran.
چکیده
Purpose: Today, tourism has become a very profitable industry with explosive growth and can solve many economic problems. Iran has a high potential to exploit the tourism industry at the international level. Therefore, the research aimed to identify and categorize the types of tourist attractions in Iran and formulate marketing objectives for developing the tourism industry in Iran using active sports tourism leverage.
Methodology: The research methodology was grounded in theory with Strass & Corbin approach. The sampling method was theoretical sampling. After conducting 31 interviews with tourism industry experts and using literature, theoretical saturation was achieved.
Findings: The findings showed that there are 16 tourist attractions in Iran: religious, historical, natural, health, entertainment, heritage, sports, desert, mountainous, wildlife, islands, villages, towns, urban, sociocultural, and shopping attractions. Finally, eight marketing objectives were formulated to increase international tourists in Iran using active sports tourism leverage and earn more from this industry. They include introducing and advertising Iran's active sports attractions among religious tourists, focusing on Russian and Chinese tourists by offering desert attractions; marketing Iran’s adventure attractions; offering different interests of Iran in one product package among international tourists; marketing Iranian products and handicrafts among international tourists; ecotourism marketing for Iran's tourism-target villages and towns; marketing for Iranian islands and their water-based sports attractions among wealthy international tourists; and Marketing for Iran’s health-attractions.
Originality: In this article, the authors identified and categorized the types of tourist attractions in Iran and analyzed the marketing objectives necessary for developing the tourism industry in Iran using active sports tourism leverage.
کلیدواژه‌ها
Adventure Tourism؛ Ecotourism؛ Globe Tourism؛ Iran’s Attractions؛ Recreation؛ Travel
عنوان مقاله [English]
تدوین اهداف بازاریابی توریسم در ایران: با رویکرد گردشگری ورزشی فعال
نویسندگان [English]
حسین خنیفر1؛ احسان محمدی ترکمانی2؛ نادر رنجبر3؛ رحیم خسرومنش4
1استاد، دانشکده مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران.
2استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
3دکتری روانشناسی ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.
4دکترای مدیریت ورزشی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، ایران، تهران.
چکیده [English]
هدف: امروزه گردشگری به صنعتی بسیار سودآور با رشد انفجاری تبدیل شده است و می‎تواند بسیاری از مشکلات اقتصادی را حل کند. ایران پتانسیل بالایی برای بهره‌برداری از صنعت گردشگری در سطح بین‌‎المللی دارد. بنابراین، هدف تحقیق شناسایی و دسته‌بندی انواع جاذبه‌های گردشگری ایران و تدوین اهداف بازاریابی برای توسعه صنعت گردشگری ایران با استفاده از اهرم گردشگری ورزشی فعال بود.
روش: روش تحقیق، گرنددتئوری با رویکرد استراوس و کوربین بود. روش نمونه‌گیری، نمونه‌گیری نظری بود. پس از انجام 31 مصاحبه با کارشناسان صنعت گردشگری و مطالعه سایر منابع، اشباع نظری حاصل شد.
یافته‌ها: یافته‌ها نشان داد که 16 نوع جاذبه گردشگری در ایران وجود دارد: جاذبه‌های مذهبی، تاریخی، طبیعی، سلامت، تفریحی، میراثی، ورزشی، کویری، کوهستانی، حیات وحش، جزایر، روستاها، شهرها، شهری، فرهنگی-اجتماعی و خرید. نهایتاً هشت هدف بازاریابی برای افزایش گردشگران بین‌‎المللی در ایران با استفاده از اهرم گردشگری ورزشی فعال و کسب درآمد بیشتر از این صنعت تدوین شد که عبارتند از: معرفی و تبلیغ جاذبه‌های گردشگری ورزشی فعال ایران در بین گردشگران مذهبی؛ تمرکز بر گردشگران روسی و چینی با ارائه جاذبه‌های بیابانی؛ بازاریابی جاذبه‌های ماجراجویی ایران؛ ارائه جاذبه‌های مختلف ایران در یک بسته محصول در بین گردشگران بین‌‎المللی؛ بازاریابی محصولات و صنایع دستی ایرانی در بین گردشگران بین‌‎المللی؛ بازاریابی اکوتوریسم برای روستاها و شهرهای هدف گردشگری ایران؛ بازاریابی جزایر ایرانی و جاذبه‌های ورزشی آبی آنها در میان گردشگران ثروتمند بین‌‎المللی؛ و بازاریابی برای جاذبه‌های سلامت ایران.
اصالت و ابتکار مقاله: نویسندگان در این مقاله انواع جاذبه‌های گردشگری در ایران را شناسایی و دسته‌بندی کردند و تحلیلی درباره اهداف بازاریابی ضروری برای توسعه صنعت گردشگری در ایران با استفاده از اهرم گردشگری ورزشی فعال ارائه نمودند.
کلیدواژه‌ها [English]
اکوتوریسم, تفریح, سفر, جاذبه‌های گردشگری ایران, جهانگردی, گردشگری ماجراجویانه
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