نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2 عضو هیئت علمی، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 عضو هیئت علمی، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
چکیده
هدف: پژوهش حاضر با هدف ارائه الگوی ارائه الگوی برند آفرینی به منظور توسعة آموزش گردشگری هوشمند برمبنای نظریه داده بنیاد اجرا شده است.
روش کار: پژوهش از نظر هدف، بنیادین و از نظر ماهیت، اکتشافی است. برای گردآوری داده‌ها، رویکرد مصاحبه عمیق نیمه‌ساختاریافته، در کنار مطالعات کتابخانه‌ای مدنظر قرار گرفت. جامعه آماری این پژوهش، خبرگان و کارشناسان بازاریابی و خدمات گردشگری و اساتید دانشگاهی بودند. برای شناسایی خبرگان، از روش نمونه‌گیری هدفمند استفاده شد که طی آن با توجه به کفایت داده‌ها با 12 خبره مصاحبه شد.
یافته ها: نتایج تحلیل داده‌های به دست آمده از مصاحبه‌ها طی فرایند کدگذاری باز، محوری و انتخابی، به ایجاد ارائه الگوی برند آفرینی شهری به منظور توسعة مقاصد گردشگری هوشمند بر مبنای نظریه‌پردازی داده بنیاد منجر شد. بر اساس تحلیل مصاحبه‌های صورت‌گرفته، کدهای استخراج شده نهایی در قالب 87 مفهوم و 16 مقوله اصلی دسته‌بندی شدند. در نهایت با استناد به رهیافت سیستماتیک در نظریه داده‌بنیاد، کدهای شناسایی‌شده، در 6 طبقه هسته‌ای شامل پدیده محوری، شرایط علّی، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها قرار گرفتند.
نتیجه گیری: یافته‌های این پژوهش حاکی از آن است که برای توسعه برند آفرینی شهری به منظور توسعة توسعة آموزش گردشگری هوشمند، مدیران بایستی به کلیه مقوله‌ها و زیر مقوله‌های شناسایی‌شده در این پژوهش بهدقت توجه کنند و در خصوص هر یک از آن‌ها اطلاعات لازم و کافی داشته باشند.
تازه های تحقیق
Rasoul Bahram khou (PubMed)(Google Scholar)
Vahid reza Mirabi (PubMed)(Google Scholar)
Mahdi karimizand (PubMed)(Google Scholar)
Kambiz Shahroudi (PubMed)(Google Scholar)
کلیدواژه‌ها
عنوان مقاله [English]
Presenting a Brand -Creation Model to Develop Smart Tourism Education
نویسندگان [English]
- Rasoul Bahram khou 1
- Amir Reza Mirabi 2
- Mahdi karimizand 2
- Kambiz Shahroudi 3
1 PhD Student, Department of Business Management, Central Tehran branch, Islamic Azad University, Tehran, Iran
2 Faculty member, Department of Business Management, Central Tehran branch, Islamic Azad University, Tehran, Iran.
3 Faculty member, Department of Business Management, Rasht branch, Islamic Azad University, Rasht, Iran
چکیده [English]
Introduction: The present study aimed to provide a model for creating a branding model in order to develop smart tourism education based on the foundation data theory.
Method: Research is objective, fundamental, and exploratory in nature. To gather data, a semi-structured in-depth interview approach was considered alongside library studies. The statistical community of this study was Experts and experts in marketing and tourism services and university professors. To identify experts, a targeted sampling method was used, during which 12 experts were interviewed according to the data adequacy.
Findings: Then research findidngs of analyzing the data, which obtained from the interviews during the open, axial, and selective coding process, led to the creation of an urban branding model in order to develop smart tourism destinations based on the data processing theory of the foundation. Finally, a model for branding in order to develop smart tourism education was identified.
Conclusion: The findings of this study indicated that in order to develop urban branding to develop smart tourism education, managers should pay enough attention to all categories and subcategories identified in this study and study the necessary and sufficient information about each of them.
Presenting a Brand -Creation Model to Develop Smart Tourism Education
Introduction: Since tourism can play a significant role in the economy of any country, it can be used as a route to advance the economic goals of the city. Since the development of smart tourism is now dependent on the use of Information Technology, the use and dependence on information and communication technology is inevitable to achieve the prospects of the tourism industry and growth in this field, and the capabilities and resources that exist in this field must be used to the fullest. There are many areas in tourism where information and communication can be used the development of smart tourism is one of these opportunities. The branding model for developing smart tourism education is a strategic approach that can help improve the capabilities and experience of tourists in tourist destinations. This model is based on the principles of marketing and brand management and can help improve quality and improve the level of tourism education in destinations by using new and intelligent technologies. The present study was conducted with the aim of presenting a model for presenting a brand creation model in order to develop smart tourism education based on the Grounded Theory.
Materials and methods: The research method is qualitative and based on the foundation's data theorizing. Semi-structured interviews were used to gather information, and the analysis was done by Strauss and Corbyn and the paradigm model. Sampling was theoretical sampling and was done using targeted (judicial) techniques. Data collection tools were interviews with experts. The participants were from automotive companies with the positions of CEO and board members and marketing managers. Using the interview protocol, interviews were conducted with a sample of tourism managers and the information needed for research was extracted from the interviews. In addition, the indicator of the usefulness of continuous comparison of data with the background and theoretical structure of the research was carried out, in this regard, the compilation of semi-structured questions at each stage of the interviews was covered with the usefulness of the research. According to the systematic model of the Grounded Theory, experts and managers with experience in the tourism industry were selected for the statistical University.
Results and discussion: The results of the data analysis obtained from the interviews during the open, pivotal and selective coding process led to the creation of a model of urban branding in order to develop smart tourism destinations based on the foundation's data theorizing. Finally, a model was identified to provide a brand-building model to develop smart tourism education. The findings of this study indicate that in order to develop urban brand creation in order to develop the development of smart tourism education, managers should pay close attention to all the categories and sub-categories identified in this study and have sufficient information about each of them. The findings suggest that the emotional experiences of tourists affect the image of the destination, which in turn affects the behavioral goals. However, the results do not confirm the mediating role of the destination image between the emotional experiences of tourists and behavioral intentions. Review of research literature and theoretical foundations it is determined that despite the existence of various development models for the development of tourism destinations, there is no comprehensive model that can provide all the success requirements of branding processes for the development of smart tourism education, so given the research gaps in relation to branding and also given the material presented, the importance and necessity of research in relation to branding in order to develop smart tourism education is evident. So the goal of this study was to provide a brand model to develop smart tourism education.
Conclusion: Using the branding model to develop smart tourism education, it is possible to improve the experience of tourists, facilitate access to useful information and training, and strengthen the communication between tourists and tourist destinations. Also, by using smart technologies, the performance of the tourism education brand can be improved and the attraction of tourist loyalty can be increased. With the growing tourism industry and the importance of education and information in this industry, the use of the branding model to develop smart tourism education can help countries, cities and tourist destinations to be recognized as attractive and unique destinations, and as a result, contribute to the sustainable growth and development of this industry and the economy of the region and the country.In the future, with the advancement of technology and changes in the habits and needs of tourists, the brand creation model will also improve and evolve in order to develop smart tourism education. The use of artificial intelligence, augmented reality, the Internet of things and other new technologies will enable improvement and innovation in tourism education and will bring the experience of tourists to a higher level.
کلیدواژه‌ها [English]
- Brand
- urban branding
- smart tourism
- tourism education
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