مطالعه و تحلیل برندینگ گردشگری شهر شیراز با استفاده از مدل مدیریت استراتژیک برند مقصد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیأت علمی دانشکده معماری و شهرسازی، گروه معماری داخلی، دانشگاه هنر شیراز، شیراز، ایران

2 دانشیار دانشکده گردشگری و هتلداری دانشگاه شیراز، شیراز، ایران.

3 دانش‌آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه شیراز، شیراز، ایران.

10.22051/bmr.2023.40626.2353

چکیده

در بازار بسیار رقابتی صنعت گردشگری، بازاریابان مقصد به دنبال افزایش ارزش ویژه برند با تمرکز بر عوامل کلیدی تحت عنوان ابعاد ارزش ویژه برند هستند و میزان همبستگی بین این ابعاد سبب می­شود ارزیابی گردشگران از یک بعد، دیگر ابعاد را نیز تحت­الشعاع قرار دهد که این مسئله در ارزیابی نهایی گردشگر از مقصد اهمیت ویژه­ای دارد. در همین راستا پژوهش حاضر به مطالعه و تحلیل برندینگ گردشگری شهر شیراز با استفاده از مدل مدیریت استراتژیک برند مقصد می­باشد، این پژوهش ازنظر هدف کاربردی- توسعه‌ای و بر اساس روش پژوهش از نوع آمیخته است به این صورت که در قسمت کیفی از مصاحبه با خبرگان و در بخش کمی از پرسشنامه و روش پیمایشی استفاده‌شده است. همچنین برای بررسی وضعیت موجود مؤلفه‌های متمایز­کننده و مؤثر در بهینه‌سازی و توسعه گردشگری شهر شیراز از تحلیل پرسشنامه زوجی شامل ابعاد سه­گانه عوامل کالبدی، فعالیت و معنا در تعیین حس مکان در مقصد گردشگری (شیراز) استفاده شده است. نتایج نشان داد که «سابقه تاریخی و تمدنی شیراز» که از عوامل بعد کالبدی است، بر اساس آمار حائز بالاترین رتبه تأثیر در حس مکان شهر شیراز می­باشد. پس از آن «مشاهیر و مفاخر منتسب به شیراز» از بعد فعالیتی و «جاذبه­های تاریخی شیراز» از جنبه کالبدی نسبت به سایر عبارات مؤثرتر بوده­اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Study and analysis of tourism branding in Shiraz city using the strategic management model of the destination brand

نویسندگان [English]

  • Mahshid Barani 1
  • moslem bagheri 2
  • Amin Nikbakht 3
1 Faculty Member of Architecture and Urban Planning, Department of Interior Architecture, Shiraz Art University, Shiraz, Iran
2 Associate Prof, Faculty member of College of Tourism and Hospitality of Shiraz University, Shiraz, Iran.
3 Graduated from Master of Business Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran
چکیده [English]

In the highly competitive market of tourism, destination marketing to increase brand equity with a focus on the key factors as the dimensions of brand equity and the correlation between these dimensions due to tourists is an evaluation of a dimension, other dimensions under It should be noted that this issue is of special importance in the final evaluation of the tourist from the destination. In this regard, the present study is to study and analyze the tourism branding of Shiraz city using the strategic management model of the destination brand. This research is mixed in terms of applied-developmental purpose and based on the research method, so that in the qualitative part of Interviews with experts and a small part of the questionnaire were used. Also, to examine the current situation of differentiating and effective components in the optimization and development of tourism in Shiraz, the analysis of a pair of questionnaires including the three dimensions of physical factors, activity and meaning in determining the sense of place in the tourist destination (Shiraz) has been used. The results showed that the "historical and civilizational history of Shiraz", which is one of the physical factors, according to statistics has the highest impact on the sense of location of Shiraz. After that, "celebrities and superior attributed to Shiraz" have been more effective in terms of activity and "historical attractions of Shiraz" have been more effective in terms of physical than other expressions.

کلیدواژه‌ها [English]

  • Tourism
  • Urban Tourism
  • Destination Brand Strategic Management Model
  • Shiraz
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