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Bibliometric Analysis of Brand Slogan in Event Tourism | ||
| Sports Business Journal | ||
| مقاله 1، دوره 4، شماره 2 - شماره پیاپی 10، شهریور 2024، صفحه 13-33 اصل مقاله (1004.7 K) | ||
| نوع مقاله: Review article | ||
| شناسه دیجیتال (DOI): 10.22051/sbj.2024.46243.1138 | ||
| نویسندگان | ||
| Faezeh Abdollahnezhad1؛ Reza Andam* 2؛ Hassan Bahrololoum2؛ Mojtaba Rajabi3 | ||
| 1PhD Student in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| 2Associate Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| 3Assistant Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| چکیده | ||
| Purpose: Marketing is a method that focuses on promoting companies' products and services. One of the main elements of promotion is the product or brand slogan. This study aimed to provide a bibliometric analysis of scientific documents on brand slogan research in event tourism. Methodology: This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from 2006 to 2022, and 29 articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software. Findings: The results showed that research on brand slogans in tourism reached the highest level in 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 indicate the importance of slogan design and appropriate slogans for tourism brand marketing. Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles. | ||
| کلیدواژه‌ها | ||
| Competitiveness؛ Marketing Communications؛ Slogan Recall؛ Sport Tourism؛ Tourism Marketing | ||
| عنوان مقاله [English] | ||
| تحلیل کتابسنجی شعار برند در گردشگری رویداد | ||
| نویسندگان [English] | ||
| فائزه عبدالله‌نژاد1؛ رضا اندام2؛ حسن بحرالعلوم2؛ مجتبی رجبی3 | ||
| 1دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.. | ||
| 2دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
| 3استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
| چکیده [English] | ||
| هدف: بازاریابی یکی از روشهایی است که به ترویج محصولات و خدمات شرکت‌ها تمرکز دارد. یکی از عناصر اصلی ترویج نیز شعار محصول یا برند است. این مطالعه با هدف ارائه یک تحلیل کتابسنجی از اسناد علمی در زمینه تحقیقات شعار برند در گردشگری رویداد انجام شده است. روش: در این پژوهش از تحلیل شبکه‌های اجتماعی جهت بررسی هم‌تالیفی و هم‌رخدادی واژگان و ضریب همکاری استفاده شد. جامعه پژوهش شامل مطالعات نشریات نمایه شده در پایگاه WOS از سال 2006 تا 2022 بود که تعداد 29 مقاله در خصوص شعار برند در گردشگری به‌عنوان نمونه انتخاب و تجزیه‌و‌تحلیل اسناد با استفاده از نرم‌افزار VOS viewer صورت پذیرفت. یافته‌ها: نتایج نشان داد تحقیقات مرتبط با شعار برند در گردشگری در سال 2017 به بیشترین میزان رسیده و ایالات متحد امریکا بیشترین تحقیقات را در این حوزه انجام داده است. واژه‌های پر تکرار بین سالهای 2014 تا 2016 شامل برند مقصد، تصویر مقصد، شعار و ارتباطات بازاریابی بود و بعد از سال 2016 واژه‌های شعار مقصد، هویت مکان، تکرار شده بودند، ضمن این‌که شعارهای گردشگری، لوگو، شعار و محصول در سال 2020 به بعد بیشترین تکرار را داشتند. همچنین، بیشترین میزان استنادات مربوط به مقاله Lee (2006) بود. تفاوت بین کلیدواژه‌ها در سالهای قبل و بعد از 2020 نشان‌دهنده اهمیت طراحی شعار و استفاده از شعار متناسب برای بازاریابی برند گردشگری است. اصالت و ابتکار مقاله: پیشنهاد می‌شود مدیران گردشگری از شعار مرتبط با برند گردشگری خود در جهت ارتقاء و بازاریابی آن استفاده نمایند، همچنین نتایج این تحقیق به محققان کمک می‌کند تا در مطالعات آتی، مسائل روز در حوزه گردشگری رویداد را مد نظر قرار دهند، نشریات معتبر در حوزه برند و گردشگری را شناسایی کنند و از مقالات معتبر در جهت نگارش مقالات خود استفاده نمایند. | ||
| کلیدواژه‌ها [English] | ||
| ارتباطات بازاریابی, بازاریابی گردشگری, رقابت‌پذیری, گردشگری ورزشی, یادآوری شعار | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 326 تعداد دریافت فایل اصل مقاله: 949 |
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