مروری بر عشق به مقصد گردشگری: مفاهیم مدیریتی برای کسب‌وکارهای گردشگری
محورهای موضوعی : مدیریت بازاریابیعباس فلاح نژاد 1 , محمد علی عبدالوند 2 , کامبیز حیدرزاده 3 , محسن خون سیاوش 4
1 - دانشجوی دکتری مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار، گروه ریاضی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
کلید واژه: مهمان‌نوازی, روابط مصرف‌کننده - برند, عشق به برند, گردشگری, عشق به مقصد,
چکیده مقاله :
امروزه برندسازی برای مقاصد گردشگری و جلب توجه و ایجاد عشق و علاقه‌ی گردشگران به این مقاصد یک استراتژی برای مقاصد گردشگری محسوب می‌شود که نقشی حیاتی در عملکرد مدیریت مقصد، جهت گسترش فرصت‌های گردشگری آن‌ها و متمایزسازی مقاصد نسبت به رقبا و در نهایت دست‌یابی به مزیت رقابتی می‌باشد. از اینرو با توجه به اهمیت گردشگری که تأثیر زیادی بر محیط، فرهنگ و اقتصاد دارد برقراری پیوند عاطفی قوی گردشگر با مقاصد گردشگری می‌تواند در جذب گردشگر و در نتیجه افزایش درآمد و توسعه پایدار ناشی از صنعت گردشگری بسیار تأثیرگذار باشد. عشق به مقصد پدیده‌ای است که توسط گروهی از بازدیدکنندگان راضی تجربه می‌شود و بازدیدکنندگان راضی نیز تبدیل به گردشگران وفادار می‌شوند و از این طریق چندین هزینه را کاهش می‌دهند. از آنجا که امروزه اهمیت این سازه به عنوان یک موضوع نوظهور برای دانشگاهیان و متخصصان افزایش یافته است، لذا هدف از پژوهش حاضر بررسی سیستماتیک ادبیات مقالات فارسی و لاتین مربوط به عشق در حوزه مطالعاتی گردشگری و مهمان‌نوازی و مطالعه تطبیقی و کتاب‌شناختی موضوعات اصلی، متغیرهای مختلف مشاهده شده و ترسیم یک تصویر واضح و جامع از پدیده عشق به مقصد گردشگری و همچنین ارائه مفاهیم مدیریتی و برنامه‌های کاربردی برای کسب‌وکارهای گردشگری می‌باشد. این بررسی دیدی عمیق به سیاست‌گذاران و برنامه‌ریزان فعال در کسب‌وکارهای گردشگری و مهمان‌نوازی ارائه می‌دهد.
Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, in order to expand their tourism opportunities and differentiate goals from competitors and finally achieve competitive advantage. Therefore, due to the importance of tourism, which has a significant impact on the environment, culture, and economy, establishing a strong emotional link between tourists and tourist destinations can be very effective in attracting tourists and, as a result, increasing income and sustainable development due to the tourism industry. Destination love is a phenomenon experienced by a group of satisfied visitors, and satisfied visitors become loyal tourists, thereby reducing costs. Since today the importance of this construct has increased as an emerging issue for academics and professionals, therefore, the purpose of this review research is to draw a clear and comprehensive picture of the phenomenon of tourist destination love and also to present management concepts and applications for tourism businesses. This review provides an in-depth insight into policymakers and planners active in tourism and hospitality businesses.
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