طراحی مدل اعتلای برند مقصد گردشگری با رویکرد نظریه داده بنیاد مطالعه موردی استان فارس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی بین الملل، گروه مدیریت دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران

2 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران،

3 دانشیار گروه مدیریت؛ دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا تهران، ایران،

4 دانشیار گروه مدیریت گرایش مدیریت فناوری اطلاعات، دانشگاه الزهرا تهران، ایران،

5 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

اعتلای برند مقصد گردشگری به معنی تقویت هویت فرهنگی فضا و مکان در ذهن گردشگران بالقوه می­باشد بنابراین شناسایی و درک صحیحی از عوامل مؤثر بر آن ضروری می­باشد. در این پژوهش تلاش شده با بهره­گیری از رویکرد کیفی و نظریه داده بنیاد مدل اعتلای برند مقصد گردشگری ارائه گردد. بدین منظور با استفاده از روش نمونه­گیری نظری و کدگذاری سه مرحله­ای باز، انتخابی و محوری داده­ها تجزیه‌وتحلیل و مدل پارادایمی پژوهش طراحی گردید. بر اساس تجزیه‌وتحلیل­های صورت گرفته پدیده اصلی این پژوهش «اعتلای برند مقصد گردشگری» متأثر از شرایط علی (برخورداری استان فارس از پتانسیل­های گردشگری و نیاز به بهره­مندی از مزایای اقتصادی و فرهنگی صنعت گردشگری)، عوامل زمینه­ای (شرایط سیاسی، ساختارهای اداری، منابع و امکانات، شرایط اجتماعی و فرهنگی) و عوامل مداخله­گر (شرایط اقتصادی، اجتماعی، فرهنگی، مدیریتی، زیر ساختی و مشارکت ذی‌نفعان) می­باشد که از طریق راهبرد طراحی و تدوین برنامه جامع استراتژیک گردشگری سبب توسعه فرهنگی- اجتماعی، سیاسی، اقتصادی و محیط‌زیستی می­گردد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province)

نویسندگان [English]

  • Azam Mirsoleimani 1
  • mohamadali babaeizakliki 2
  • Manijeh Haghighinasab 3
  • Ameneh Khadivar 4
  • Mehdi Ebrahimi 5
1 Phd student of international marketing, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran
2 Associate Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran,،Iran
3 . Associate Professor, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran,
4 Assisstant Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran، Iran,
5 Assisstant Professor، Department of business management, faculty of management،amp، accounting،Allameh Tabatha university، Tehran،Iran,
چکیده [English]

Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development.

کلیدواژه‌ها [English]

  • Destination brand
  • brand reinforcement
  • grounded theory
  • Fars province tourism

مراجع

فراستخواه، مقصود. (1399). روش تحقیق کیفی در علوم اجتماعی با تأکید بر نظریه بر پایه (گراندد تئوری GTM)، انتشارات آگاه.
Akroush, M. N., Jraisat, L. E., Kurdieh, D. J., AL-Faouri, R. N., and Qatu, L. T. (2016). ‘Tourism service quality and destination loyalty–the mediating role of destination image from international tourists’, perspectives. Tourism Review, 71(1).
Anholt, S. (2002) ‘Foreword to the special issue on place branding’, Journal of Brand Management, 9 (4–5), 229–239.
Andersson, I. (2014) ‘Placing place branding: an analysis of an emerging research field in human geography’, Geografisk Tidsskrift, 114 (2), 143–155.
Balakrishnan, S. M. (2009) ‘Strategic branding of destinations: a framework’, European Journal of Marketing, 43 (5/6), 611–629.
Baloglu, S. and McCleary, K. W. (1999) ‘A model of destination image formation’, Annals of Tourism Research, 26 (4), 868–897.
Berglund, E. and Olsson, K. (2010) ‘Rethinking place marketing – a literature review’, In 50th European regional science association congress, 19-23.
Blain, C., Levy, S. E., & Ritchie, J. B.  (2005) ‘Destination Branding: Insights and Practices from Destination Management Organizations’, Journal of Travel Research, 43 (4), 328–338.
Boisen, M. Terlouw, K. Groote, P. and Couwenberg, O. (2017) ‘Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion’, Cities, 80, 4-11.
Bowen, C. Fidgeon, P. and Page, S. J. (2014) ‘Current Issues in Tourism Maritime tourism and terrorism : customer perceptions of the potential terrorist threat to cruise shipping’, Current Issues in Tourism, 17, 37–41.
Chan, C. S. and Marafa, L. M. (2013) ‘A review of place branding methodologies in the new millennium’, Place Branding and Public Diplomacy, 9(4), 236–253.
Charmaz, K. (2013), ‘Constructing Grounded Theory’, Sage Publication, 42-63.
Creswell, J. W. and Creswell, J. D. (2018) ‘Research Design: Quantitative and Mixed Methods Approaches’, Sage Publication, 225-233.
Corbin, J. M. and Strauss, A. L. (2015) ‘Basics of qualitative research: Techniques and procedures for developing grounded theory’, Sage Publication
Coshall, J. T. (2000) ‘Measurement of Tourists’ Images: The Repertory Grid Approach’, Journal of Travel Research, 39 (1), 85–89.
de Chernatony, L. (2008) ‘Adapting brand theory to the context of nation branding’, in Dinnie, K. (Ed.), Nation branding. Concepts, issues, practice, Butterworth-Heinemann, Elsevier, Great Britain, 16-22.
Divandari, A. Ekhlassi, A. and Rahmani, K. (2014) ‘Devising a branding model for multipurpose mega- projects in entertainment, residential, tourism, and sport in Iran’, Journal of Vacation Marketing, 20 (1), 73–91.
Ekinci, Y. (2003) ‘From destination image to destination branding: an emerging area of research’, e-Review of Tourism Research, 1, 21e24.
Ferasatkhah, m. (2020) ‘Qualitative research method in social science with emphasis on grounded theory’, Agah publication, (in persion).
Hanna, S. and Rowley, J. (2011) Towards a strategic place brand- management model’, Journal of marketing management, 27 (5-6), 458-476.
Hankinson, G. (2004) ‘Academic Papers Relational network brands : Towards a conceptual model of place brands’, Journal of vacation marketing, 10 (2), 109-121.
Hankinson, G. (2005) ‘Destination brand images: A business tourism perspective’, Journal of Services Marketing, 19 (1), 24–32.
Hultman, M. Yeboah-banin, A. A. and Formaniuk, L. (2016) ‘Demand- and supply-side perspectives of city branding : A qualitative investigation’, Journal of Business Research, 69 (11), 5153-5157.
Hosany, S. (2006) ‘Destination image and destination personality. Tourism and Hospitality Research.
Jelinčić, D. Vukić, F. and Kostešić, I. (2017) ‘The City is more than just a Destination: An Insight into City Branding Practices in Croatia’, Sociologija i prostor, 55 (207), 117-134.
Kladou, S. and Kehagias, J. (2014) ‘Destination brand equity : An integrated approach’, Journal of Destination Marketing & Management, 3 (1), 2–10.
Kavaratzis, M. (2004) ‘From city marketing to city branding : Towards a theoretical framework for developing’, Place branding, 1 (1), 58-73.
Kavaratzis, M. Hatch, M. J. and Hatch, M. J. (2013) ‘The dynamics of place brands: An identity-based approach to place branding theory’, Marketing Theory, 13(1), 69-86.
Keller, K. L. (2013) ‘Strategic brand management.” pearson. Oxford University Press, USA.
Kotler, P. and Keller, K. L. (2011) Marketing Management. (14th ed.) Prentice Hall.
Konecnik, M. (2004) ‘Evaluating Slovenia’s image as a tourism destination : A self-analysis process towards building a destination brand’, Journal of brand management, 11(4), 307–316.
Kumar, N. and Panda, R. K. (2019) ‘Place branding and place marketing : a contemporary analysis of the literature and usage of terminology’, International Review on Public and Nonprofit Marketing. 16 (2), 255-292.‏
McCartney, G. Butler, R. and Bennett, M. (2009) ‘Positive tourism image perceptions attract travellers - Fact or fiction? the case of Beijing visitors to Macao’, Journal of Vacation Marketing, 15(2), 179–193.
Middleton, A. C. (2011) ‘City branding and inward investment’, In: Keith D (ed) City Branding: Theory and Cases. Britain. Palgrave Macmillan, London.
Moilanen, T. and Rainisto, S. (2009) ‘How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding’, Journal of Behavioral Addictions, 7.
Morgan, N. Pritchard, A. and Piggott, R. (2002) ‘New Zealand, 100% Pure. The creation of a powerful niche destination brand’, Journal of Brand Management, 9 (4), 335–354.
Morrison, A. M. (2002) ‘Book Review: Destination Branding: Creating the Unique Destination Proposition’, Tourist Studies, 2 (2), 209–211.
Pike, S. and Page, S. J. (2014) ‘Destination Marketing Organizations and destination marketing : A narrative analysis of the literature’, Tourism Management, 41, 202–227.
Ramkissoon, H. and Mavondo, F. T. (2015) ‘The satisfaction-place attachment relationship: Potential mediators and moderators’, Journal of Business Research, 68 (12), 2593–2602.
Risitano, M. (2006) ‘The role of destination branding in the tourism stakeholders system. The Campi Flegrei case’, IV International Doctoral Tourism and Leisure Colloquium, 1–18.
Saraniemi, S. (2009) ‘Destination branding in country context a case study of Finland in the British market’, University of Joensuu.
Saraniemi, S. and Komppula, R. (2019) ‘Current Issues in Tourism The development of a destination brand identity : a story of stakeholder collaboration’, Current Issues in Tourism, 22(9), 1116-1132.
Shahabadi, M. R. Y. Sajadzadeh, H. and Rafieian, M. (2019) ‘Developing a Conceptual Model for Place Branding : A Review of Theoretical Literature’, The Scientific Journal of NAZAR Research Center (Nrc) for Art, Architecture & Urbanism, 16 (71), 19–34.
Tapachai, N. and Waryszak, R. (2000) ‘An Examination of the Role of Beneficial Image in Tourist Destination Selection’, Journal of Travel Research, 39 (1), 37–44.
Urry, J. (1990) ‘The ̒consumption̓ of tourism’, Sociology, 24 (1), 23–35.
Vuignier, R. (2016) ‘Place marketing and place branding : A systematic (and tentatively exhaustive) literature review’, Working Paper de l’IDHEAP.
Weinreich (2002) ‘Destination brand fashion curve’, In: Morgan N, Pritchard A and Pride R (eds) Des- tination Branding: Creating the Unique Destination Proposition. Oxford, UK: Butterworth-Heinemann, 25–26.
Xie, H.Y. and Boggs, D.J. (2006) ‘Corporate branding versus product branding in emerging markets: a conceptual framework’, Marketing Intelligence & Planning, 24 (4), 347-364.
Yongho, M. and Cai, L. A. (2015) ‘Chapter 3 A Model of Virtual Destination Branding’, In Tourism Branding: Communities in Action, 37–50.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار