ارائه مدل آمیخته بازاریابی برای توسعه صنعت گردشگری ایران

پیاهور, محمد; کریمی زند, مهدی; عسگری, غلامرضا

doi:10.52547/jbmp.19.41.119

ارائه مدل آمیخته بازاریابی برای توسعه صنعت گردشگری ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

¹ دانشجوی دکتری مدیریت بازرگانی دانشگاه آزاد اسلامی واحد تهران مرکزی

² استادیار گروه مدیریت بازرگانی دانشگاه آزاد اسلامی واحد تهران مرکزی

³ دانشگاه آزاد اسلامی واحد تهران مرکزی- عضو هیئت علمی دانشگاه مالک اشتر

10.52547/jbmp.19.41.119

چکیده

پژوهش حاضر با استفاده از روش کیفی گراندد تئوری و ابزار مصاحبه و گردآوری اسناد و متون، درصدد ارایه مدل آمیخته بازاریابی برای توسعه صنعت گردشگری ایران است. جامعه پژوهش، خبرگان حوزه بازاریابی گردشگری هستند. نمونه‌گیری بصورت نمونه گیری نظری و با چهارده نفر مصاحبه انجام شد. البته از نفر یازدهم اشباع نظری حاصل گردید ولی برای اطمینان بیشتر تا مصاحبه چهاردهم ادامه پیدا کرد. داده‌های حاصل از مصاحبه توسط پژوهشگر و نرم‌افزار ان ویو[1]، در سه مرحله کدگذاری باز، محوری و انتخابی، کدگذاری گردید. توسعه صنعت گردشگری ایران به عنوان مقوله محوری انتخاب و در نهایت مدل 12P+4S آمیخته بازاریابی صنعت گردشگری ایران ارایه شد، که توسعه صنعت گردشگری در گرو مدیریت صحیح این 16 عناصر آمیخته بازاریابی است. نتایج نشان داد که شرایط علی مدل شامل محصول، قیمت، مکان و ترفیع است. عوامل زمینه‌ایی شامل ویژگی‌ها و ذهنیت، شرایط مداخله‌گر شامل عناصر سیاست، امنیت ، شواهد فیزیکی، افراد می‌شود؛همچنین راهبردها نیز شامل عناصر برنامه‌ریزی، پایداری، فرایندها، مشارکت، پژوهش و بودجه شدند.[1]. NVIVO

کلیدواژه‌ها

عنوان مقاله [English]

Presenting a Marketing Mix Model for Development of Tourism Industry in Iran

نویسندگان [English]

mohammad payahour ¹
mahdi karimi zand ²
gholamreza asgari ³

¹ Islamic Azad University Tehran markaz

² Islamic Azad University Tehran markaz

³ Islamic Azad University Tehran markaz

چکیده [English]

Objective: The aim of this study is to present a mixed marketing model for development of the tourism industry in Iran
Methodology: with using the qualitative method of grounded theory and the tools of interviewing and collecting documents. The research population is experts in the field of tourism marketing. Theoretical sampling method was chosen and 14 people were interviewed. However, from 11th person on, theoretical saturation was obtained, but the interview continued for more assurance. Researcher using Nvivo software, in three stages of open, axial and selective coding, coded the data from the interview.
Finding: The development of the tourism industry in Iran was chosen as a core category, and finally the model 12P+4S was presented for marketing mix of the tourism industry in Iran. The development of tourism industry can be accomplished due to the proper management of these 16 elements of marketing mix.
Conclution: The results showed that the causal conditions of the model included the product, price, place and promotion the context conditions included specification and perception, intervening conditions included policy, security, physical evidence, and people. Furthermore, strategies included elements of planning, Sustainability, processes and. purse string.

کلیدواژه‌ها [English]

marketing mix
tourism industry
tourism development
marketing
Grounded theory

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