شناسایی و اولویت بندی فرصت‌های هم‌آفرینی برند گردشگری

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران.

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران.

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه حضرت معصومه (س)، قم، ایران.

10.29252/jbmp19.44.98

چکیده

امروزه برند مقاصد گردشگری نقش بسزایی در موفقیت آنها ایفا می‌کند و همچنین شناسایی فرصت‌های هم‌آفرینی برند مقاصد گردشگری می‌تواند نقش بسزایی در توسعه و ترویج برند این مقاصد داشته باشد. به همین دلیل هدف اصلی این پژوهش، شناسایی و اولویت‌بندی فرصت‌های هم‌آفرینی برند مقاصد گردشگری در سه مرحله قبل از سفر، حین و بعد سفر است.به منظور شناسایی فرصت‌های هم‌آفرینی برند گردشگری ابتدا یک مصاحبه نیمه-ساختار‌یافته با گردشگران داخلی سفرکرده به شهر تهران در مرداد‌ماه 1397 که بصورت قضاوتی انتخاب شدند، انجام شد. سپس برای اولویت‌بندی فرصتها نیز از روش کمی آنتروپی‌شانون استفاده گردید. از تحلیل متن مصاحبه‌ها، 53 مضمون فرعی و 13 مضمون اصلی در قالب 3 محور اصلی (قبل، حین و بعد از سفر) شناسایی شدند. که محور قبل از سفر 4 فرصت، محور حین سفر 4 فرصت و در نهایت محور بعد از سفر 5 فرصت را در بر می‌گیرد. نتایج پژوهش بخش کیفی بیانگر این است که جستجو و جمع‌آوری اطلاعات در مرحله قبل از سفر، تعامل در مرحله حین سفر، توصیه و سفارش(تبلیغات توصیه‌ای) در مرحله پس از سفر بیشترین اهمیت را دارند. همچنین یافته‌های مربوط به بخش کمی نشان می‌دهد تولید محتوا با اهمیت-ترین فرصت‌ و حفاظت از مقصد نیز کم اهمیت‌ترین فرصت از نقطه نظر متخصصان بازاریابی و گردشگری است.

کلیدواژه‌ها

عنوان مقاله [English]

Identify and Prioritize Tourism Brand Co-creation Opportunities

نویسندگان [English]

  • Mohammad Ghaffari 1
  • morteza soltanee 1
  • Afsaneh shahraki azad 2
  • Mina Khoshroo 3
1 Farabi college, University of Tehran
2 Farabi College. University of Tehran
3 Hazrat. e Masoumeh university, Qom
چکیده [English]

Today, the brand of tourism destinations plays a significant role in their success and also identifying opportunities for co-creation of the brand of tourism destinations can play a significant role in developing and promoting the brand of these destinations. The main goal of this research is to identify the tourism brand's entrepreneurial opportunities in the three stages before, during and after the trip.In this study, in order to identify opportunities for tourism brand co-creation, first a semi-structured interview was conducted with domestic tourists who traveled to Tehran in August 2016, who were selected judiciously. Then the quantitative entropy method was used to prioritize the opportunities. From the text analysis of the interviews, 53 sub-themes and 13 main themes were identified in the form of 3 main axes (before, during and after the trip). The axis includes 4 opportunities before the trip, 4 opportunities during the trip and finally 5 opportunities after the trip.The results of the qualitative research indicate the importance of searching and gathering information in the pre-travel stage, interaction in the travel stage, recommendation and ordering (word of mouth) in the post-travel stage are the most important. Quantitative findings also show that content production is the most important opportunity and destination protection is the least important opportunity from the point of view of marketing and tourism experts.

کلیدواژه‌ها [English]

  • "Tourism Destination"
  • "Brand Co-creation"
  • "Tourism Destination Brand Co-creation"

مراجع

  1. Agheli, M., Karimi, O., and Rashidi, H. (2019). Investigating the factors affecting the creation of common value and its impact on tourist loyalty(Case study: foreign tourists in Damghan), Tourism and Development, 8(2), 23-47. (in Persian).
  2. Binkhorst, E. (2006), “The co-creation tourism experience”, In XV International Tourism and Leisure Symposium, Barcelona, pp. 1-13.
  3. Binkhorst, E., & Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of hospitality marketing & management, 18(2-3), 311-327.
  4. Brodiea, R., Löblerb, H., and Fehrerc, J. (2019). Evolution of service-dominant logic: Towards a paradigm and metatheory of the market and value co-creation?. Industrial Marketing Management, 79 (1), 3-12.
  5. Buonincontri, P., Morvillo, A., Okumus, F., and Niekek, M.V. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62(2), 264-277.
  6. Campos, A. C., Mendes, J., Valle, P. O. D., and Scott, N. (2018). Co-creation of tourist experiences: A literature review. Current Issues in Tourism, 21(4), 369-400.
  7. Fitchett, J. M., & Hoogendoorn, G. (2019). Exploring the climate sensitivity of tourists to South Africa through TripAdvisor reviews. South African Geographical Journal, 101(1), 91-109.
  8. Font, X., English, R., Gkritzali, A., and Tian, W. S. (2021). Value co-creation in sustainable tourism: A service-dominant logic approach. Tourism Management, 82, 104200, pp. 1-13.
  9. Ghaffari, M., Rezaei, H. D., and Anari, F. D. (2014). Analysis of factors influencing tourists' loyalty to tourism destinations (Case study: foreign tourists traveled to Isfahan city). Journal of Organizational Culture Management, 12(3), 568-551.
  10. Hamidi, F., Shams Gharneh, N., and Khajeheian, D. (2020). A conceptual framework for value co-creation in service enterprises (case of tourism agencies). Sustainability, 12(1), 213.
  11. Han, X., Praet, C. L., and Wang Ph D, L. (2019). The role of social interaction in the tourism experience of Chinese visitors to Japan: A grounded theory approach. Travel and Tourism Research Association: Advancing Tourism Research Globally. pp. 1-13.
  12. Hsieh., S., & Chang., A. (2016), The Psychological Mechanism of Brand Co-creation Engagement ". Journal of international marketing, 33(2), 13-26.
  13. Javashijadid, S., Taheri Kia, F., Jalali, S. M., and Tabrizian, B. (2019). Provide a model of value creation with the customer in the tourism industry. Innovation management in defense organizations, 3(7), 119-146. (in Persian).
  14. Klafke, R., Flávio Von Der, O., Didonet, S. R., and Toaldo, A. M. M. (2021). Service[1]dominant logic and nonprofit organizations: A value creation perspective. Journal of Nonprofit & Public Sector Marketing, 33(1), 65-83.
  15. Lan, T., Zheng, Z., Tian, D., Zhang, R., Law, R., and Zhang, M. (2021). Resident[1]Tourist Value Co-Creation in the Intangible Cultural Heritage Tourism Context: The Role of Residents’ Perception of Tourism Development and Emotional Solidarity. Sustainability, 13(3), 1369.
  16. Lin, Z., Chen, Y., and Filieri, R. (2017). Resident-tourist value co-creation: The role of residents' perceived tourism impacts and life satisfaction. Tourism Management, 61, 436-442.
  17. Liu, Y., Van Marrewijk, A., Houwing, E. J., and Hertogh, M. (2019). The co-creation of values-in-use at the front end of infrastructure development programs. International journal of project management, 37(5), 684-695.
  18. Lončarić, D., Prodan, M., and Bagarić, L. (2018). The Relationship Between Tourism Experience Co-Creation, Life Satisfaction and Behavioural Intentions. Central European Business Review, 7(4). pp. 1-14.
  19. Merz, M. A., Zarantonello, L., and Grappi, S. (2018) How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82 (1), 79-89.
  20. McColl-Kennedy, J. R., Hogan, S. J., Witell, L., and Snyder, H. (2017). Cocreative customer practices: Effects of health care customer value cocreation practices on well[1]being. Journal of Business Research, 70(2), 55-66.
  21. Mohammadi, F., Yazdani, H.R., Jami Pour, M. and Soltani, M. (2020), "Co-creation in tourism: a systematic mapping study", Tourism Review, Vol. 76 No. 2, pp. 305- 343.
  22. Mohammadkazemi,R. ,Pouriz, M., and Darwishzadeh, B. (2019). Declaration of Entrepreneurial Opportunities in Sport Tourism (case study: Dezful city). Applied Research of Sport Management Vol.8, No.3, pp. 129-146. (in Persian).
  23. Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455-476.
  24. Pourfakhimi, S., Duncan, T. and Coetzee, WJL. (2020), "Electronic word of mouth in tourism and hospitality consumer behavior: state of the art", Tourism Review, Vol. 75 No. 4, pp. 637-661.
  25. Rachão, S., Breda, Z., Fernandes, C. and Joukes, V. (2020). "Cocreation of tourism experiences: are food-related activities being explored?". British Food Journal, 122(3), 910-928.
  26. Razmdoost, K., Alinaghianb, L., and Smythc, H. (2019) Multiplex value cocreation in unique service exchanges. Journal of Business Research, 96 (1), 277-286.
  27. Rihova, I., Buhalis, D., Gouthro, M. B., and Moital, M. (2018). Customer-to-customer co-creation practices in tourism: Lessons from customer-dominant logic. Tourism Management, 67, 362-375.
  28. Rojas., C., & Camarero., C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management, 29 (2), 525-537.
  29. Ross, D. (2020). Towards meaningful co-creation: a study of creative heritage tourism in Alentejo, Portugal. Current Issues in Tourism, 23(22), 2811-2824.
  30. Shah, S. H. H., Noor, S., Ahmad, A. B., Butt, A. S., and Lei, S. (2021). Retrospective view and thematic analysis of value co-creation through bibliometric analysis. Total Quality Management & Business Excellence, 1-25.
  31. Sotiriadis, M. D. (2017) Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225.
  32. Sultan, M. T., Sharmin, F., Badulescu, A., Stiubea, E., and Xue, K. (2021). Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content. Sustainability, 13(1), 56.
  33. Surugiu, C., Tudorache, D. M., Astefanoaiei, R., Mazilescu, R., and Surugiu, m. r. (2020). is Social Media A Valuable Tool for Evaluation of Tourism Services? Evidences for Bucharest Metropolis as a Tourism. Journal of tourism – studies and research in tourism, (29), pp. 1-6.
  34. Torfing, J., Ferlie, E., Jukić, T., and Ongaro, E. (2021). A theoretical framework for studying the co-creation of innovative solutions and public value. Policy & Politics, 49(2), 189-209.
  35. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic, Journal of Marketing, 68 (January), 1–17.
  36. Ya-Ping Changa, A., Lib, M., and Vincentc, T. (2020). Development and validation of an experience scale for pilgrimage tourists. Journal of Destination Marketing & Management, 15 (1), 1-11.
  37. Zhang, C. X., Fong, L. H. N., and Li, S. (2019). Co-creation experience and place attachment: Festival evaluation. International Journal of Hospitality Management, 81, 193-204.
  38. Zhao, Y., Chen, Y., Zhou, R., and Ci, Y. (2019). Factors influencing customers’ willingness to participate in virtual brand community’s value co-creation: The moderating effect of customer involvement". Online Information Review,Vol. 43 No. 3, pp. 440-461

فایل ها

سابقه مقاله

  • تاریخ دریافت: 20 اسفند 1399
  • تاریخ بازنگری: 04 خرداد 1400
  • تاریخ پذیرش: 04 خرداد 1400

هم رسانی

ارجاع به این مقاله

آمار