تأثیر رسانه‌های اجتماعی بر بازاریابی و تصویر مقصد در گردشگری
محورهای موضوعی : مربوط به گردشگری
1 - گروه برنامه ریزی شهری و منطقه ای دانشگاه تبریز، تبریز، ایران
2 - دانشیار گروه برنامه ریزی شهری دانشکده برنامه ریزی و علوم محیطی، دانشگاه تبریز ،شهرتبریز، ایران.
کلید واژه: بازاریابی رسانه های اجتماعی, تصویر مقصد, بازیابی گردشگری, گردشگری,
چکیده مقاله :
رسانه‌های اجتماعی به‌عنوان ابزاری نوین در صنعت گردشگری، نقش مهمی در تسهیل اشتراک‌گذاری اطلاعات، شکل‌گیری تصویر مقصد و بهبود تجربه سفر را ایفا می‌کند. در عصر دیجیتال، بازاریابی گردشگری نیازمند بهره‌گیری استراتژیک از ظرفیت این رسانه‌ها است. پژوهش حاضر با رویکردی سیستماتیک و تحلیل محتوای مقالات علمی منتشرشده در پایگاه‌های معتبر طی سال‌های ۲۰۱۱ تا ۲۰۲۰، تأثیر رسانه‌های اجتماعی بر صنعت گردشگری را بررسی می‌کند. مقالات مورد مطالعه بر اساس موضوعاتی نظیر بازاریابی دیجیتال، مقاصد گردشگری هوشمند، تصویر ذهنی مقصد و تعاملات اجتماعی گردشگران طبقه‌بندی شده‌اند. نتایج پژوهش نشان می‌دهد که رسانه‌های اجتماعی نه تنها به تعامل میان گردشگران و تسهیل برنامه‌ریزی سفر کمک می‌کنند، بلکه نقش موثری در شکل‌گیری و تقویت تصویر مقصد در ذهن مخاطبان دارند. همچنین، این ابزارها زمینه‌ای برای مشارکت فعال گردشگران در تولید و اشتراک تجربه سفر فراهم می‌سازند. این مطالعه با شناسایی شکاف‌های تحقیقاتی، چارچوبی پیشنهادی برای مطالعات آینده ارائه می‌دهد تا راهبردهای گردشگری دیجیتال به‌صورت مؤثرتری توسعه یابند.
social media plays a vital role in modern tourism by facilitating information exchange, shaping destination image, and enriching travel experiences. In the digital era, tourism marketing requires strategic use of these platforms to maximize engagement and impact. This study systematically reviews academic articles published between 2011 and 2020 to examine the influence of social media on the tourism industry. The reviewed literature, sourced from reputable databases, was categorized into major themes, including digital marketing, smart tourism destinations, destination image, and social interaction among tourists. Findings reveal that social media not only fosters interaction and facilitates travel planning but also contributes significantly to forming and reinforcing destination images. Furthermore, these platforms empower tourists to co-create and share travel experiences. The study identifies existing research gaps and proposes a conceptual framework for advancing digital tourism strategies and achieving more effective marketing outcomes.
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