تبیین ابعاد بازاریابی تجربی بر برندسازی گردشگری فرهنگی در شهرستان نیشابور
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ایفاطمه فرامرزپور 1 , پرویز سعیدی 2 *
1 - مدرس دانشگاه، گروه مدیریت ، دانشگاه جامع علمی و کاربردی، مرکز علمی کاربردی شرکت صنایع خیام الکتریک ، نیشابور، ایران
2 - دانشیار، گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
کلید واژه: گردشگری فرهنگی, بازاریابی تجربی, برندسازی گردشگری فرهنگی,
چکیده مقاله :
مقصد گردشگری فرهنگی از اهمیت ویژه ای برخوردار است زیرا فرصت هایی برای ارائه تصویر و تاریخ منطقه ، که نماد هویت یک جامعه و افزایش نشاط اقتصادهای محلی فراهم می کنند و بازاریابی تجربی، ذهن گردشگران را با ایجاد شناخت ، تفکری خلاقانه و تجربه حل مسائل ، درگیر می کند و به قوه درک و خرد افراد تمرکز دارد.تحقیق حاضر از لحاظ هدف از نوع تحقیقات کاربردی-توسعه ای است و از حیث روش اجرا از نوع تحقیقات توصیفی-پیمایشی و از نوع همبستگی قرار می گیرد. اطلاعات مورد نیاز تحقیق از طریق پرسشنامه بدست آمده است. جامعه آماری تحقیق کارشناسان و اساتید مربوطه هستند که بر اساس روش غیر تصادفی و گلوله برفی به تعداد20نفر، انتخاب شدند، و پرسشنامه تحقیق در اختیار آنان قرار گرفت. برای تعیین روابط و سطح بندی ابعاد بازاریابی تجربی در برندسازی گردشگری فرهنگی در شهرستان نیشابور، از روش معادلات ساختاری تفسیری با استفاده از نرم افزار Lisrel انجام شده است. بر طبق یافته های حاصله ، عوامل بازاریابی تجربی در4سطح طبقه بندی شدند. تجربیات حواس پنجگانه که در سطح چهارم مدل قرار دارد، از بیشترین میزان تاثیرگذاری و کمترین میزان تاثیر پذیری درمدل برخوردار است. تجربیات هویت در سطح سوم مدل قرار دارد، پس از تجربیات حسی، بیشترین میزان تاثیرگذاری را نسبت به سایر مولفه ها دارد. پاسخ های رفتاری در سطح دوم مدل می باشد، نسبت به عوامل سطوح قبلی، از تاثیرپذیری بیشتری برخوردار است. تجربیات احساسی، تعاملی و هیجان در سطح اول مدل قرار دارند، کمترین میزان تاثیر گذاری و بیشترین میزان تاثیرپذیری در مدل دارند.
Cultural tourism destinations are particularly important because they provide opportunities for snapshots of the region's image and history, symbolizing the identity of a community &enhancing the vibrancy of local economies, &experimental marketing engages the minds of tourists with knowledge, creative thinking &problem-solving experience, focusing on the perception &wisdom of individuals, and targets, through stimulation & convergence ,divergent customer thinking. The aim of this study is applied-developmental research ,in terms of implementation method, it is descriptive-survey research & correlational research. The information required for the research is obtained through a questionnaire. The statistical population of this study is the relevant experts and professors who were selected based on non-random method and snowballs 20 people were selected. And research questionnaire was given to them. To determine the relations &leveling the dimensions of experimental marketing in branding cultural tourism in Neishabour city, the method of interpretive structural equations has been done using Lisrel software. Based on the findings, experimental marketing factors were classified into 4 levels. The experience of the five senses is at the fourth level of the model, it has the highest impact & the least impact on the model. Identity experiences are at the third level of the model, after sensory experiences, it has the highest impact compared to other components. Behavioral responses are at the second level of the model, more effective than the factors of previous levels. Emotional, interactive and exciting experiences are at the first level of the model, with minimal impact ,maximum impact on the model.
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