ارائه مدلی برای عملکرد هتلهای توریستی براساس جهتگیری بازار: نقش میانجی برنامههای استراتژیک بازاریابی )مورد مطالعه: هتلهای توریستی اصفهان(

الموضوعات :

امیر گندمکار ¹ ( نویسنده مسئول، دانشیار مرکز تحقیقات گردشگری، گروه جغرافیا، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران. )
علی لوافان ² ( دکتری تخصصی مدیریت منابع انسانی، مدیرعامل و رئیس هیأت مدیره هتل پیروزی، اصفهان، ایران. )
مریم اشتر ³ ( کارشناس ارشد مدیریت اجرایی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران. )

تاريخ الإرسال : 20 الأحد , شعبان, 1444 تاريخ التأكيد : 30 الثلاثاء , ذو الحجة, 1444 تاريخ الإصدار : 24 الجمعة , محرم, 1445

الکلمات المفتاحية: کلمات کلیدی: عملکرد هتل, جهتگیری بازار, نقش میانجی, برنامههای استراتژیک بازاریابی, هتلهای توریستی اصفهان,

ملخص المقالة :

چکیدهدر صنعت گردشگری که پیچیدگیهای مخصوص به خود را دارد، بی برنامگی نمیتواند جایی داشته باشد؛ زیرا اینصنعت دانشی، علمی و برنامه محور است و داشتن برنامه استراتژیک در بازاریابی این صنعت و بهویژه هتلداری ارضاءبررسی تاثیر جهتگیری بازار بر عملکرد مالی هتلهای و تقاضای بازار را تامین میکند. این پژوهش که با هدفانجام گرفته توریستی اصفهان با توجه به نقش میانجی معنیدار بودن برنامههای بازاریابی و تازگی برنامههای بازاریابیاست؛ از نظر روش، توصیفی- پیمایشی از نوع همبستگی با ماهیت کاربردی و از لحاظ زمانی مقطعی میباشد. جامعهآماری این پژوهش شامل کلیه هتلهای توریستی اصفهان است که با استفاده از روش سرشماری تعداد 111 هتل به عنواننمونه آماری انتخاب شد. ابزار اندازهگیری تحقیق، دو پرسشنامهای استاندارد از منابع معتبر برای متغیرهای جهتگیریبازار، عملکرد مالی، معنیداربودن و تازگی برنامههای بازاریابی بود که برای اندازهگیری روایی پرسشنامهها از روشصوری و محتوایی و برای تعیین پایایی آن آلفای کرونباخ محاسبه گردید که مقدار آن برابر 11911 برآورد گردید. تجزیهو تحلیل دادهها با استفاده از نرمافزارهای Spss26 و Amos24 انجام شد. برای بررسی نرمال بودن دادهها از آزمونکولموگروف اسمیرنوف و برای آزمون فرضیات از روش معادلات ساختاری استفاده شد. نتایج پژوهش نشان داد درهتلهای توریستی اصفهان جهتگیری بازار )مشتریمداری، جهتگیری رقبا و ادغام عملکردی( بر عملکرد هتل با نقشمیانجی برنامههای استراتژیک بازاریابی تاثیر دارد. همچنین با روش بارون و کنی مشخص شد که معنیدار بودن و تازگیبرنامههای بازاریابی در رابطه بین جهتگیری بازار با عملکرد هتل نقش میانجی ناقص دارد.

المصادر:

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-Amabile, T. M., & Pratt, M. G. (2016). The dynamic componential model of creativity and innovation in organizations: Making progress, making meaning. Research in Organizational Behavior, 36, 157–183.
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-Basirat, E. (2016). Formulate strategies for the development of sustainable tourism Shiraz city with SWOT Approach, Approach. M.Sc. Thesis, Payame Noor. University, shiraz. (In Persian).
-Buhalis, D. (1999), Marketing the competitive destination of the future, Tourism management, 21, 97-112.
-Camarero, C., Garrido, M. J., & Vicente, E. (2019). Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences. Journal of Travel & Tourism Marketing, 36(2), 144–158.
-Cheng, C. C., & Krumwiede, D. (2010). The effects of market orientation and service innovation on service industry performance: An empirical study. Operations Management Research.
-Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., Firgolska, A. (2019). Market orientation and hotel performance: The mediating effect of creative marketing programs, Journal of Hospitality and Tourism Management, Volume 41, Pages 175-183.
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فصلنامه مطالعات کمی در مدیریت...................................................................... / 33
performance across the United States, Tourism Management, Volume 79, August 2020, 104094.
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-Fischer, C., Malycha, C. P., & Schafmann, E. (2019). The influence of intrinsic motivation and synergistic extrinsic motivators on creativity and innovation. Frontiers in Psychology, 10(FEB), 1–15.
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-Grissemann, U., Plank, A., & Brunner-Sperdin, A. (2013). Enhancing business perfor- mance of hotels: The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347–356.
-Harris, L. C. (2001). Market orientation and performance: Objective and subjective empirical evidence from UK companies. Journal of Management Studies, 38(January), 17–43.
-Heimonen, J., & Kohtamäki, M. (2019). Measuring new product and service portfolio advantage. The International Entrepreneurship and Management Journal, 15(1), 163–174.
-Hinson, R. E., Abdul-Hamid, I. K., & Osabutey, E. L. C. (2017). Investigating market orientation and positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality Management, 29(10), 2629–2646.
-Hudson, S. (2005), Marketing for Tourism & Hospitality, Nelson & Division of Thomson Canada limited.
-Idrus, S. Al, Ahmar, A. S., & Abdussakir, A. (2018). Contribution of organizational learning and market orientation on business unit performance mediated by job sa- tisfaction at dairy cattle milk cooperatives in East Java, Indonesia. Journal of Reviews on Global Economics, 7, 207–216.
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