Presenting the organizational image influence model with the human capital approach in Iran's tourism industry

Subject Areas : Human Capital Empowerment

Azadeh Felinia ¹ , Davood Kia Kojouri ² , Mohammad Javad Taghipourian ³

1 - PhD Student in Organizational Behavior, Department of Public Administration, Chalous Branch, Islamic Azad University of Chalous, Iran.
2 - Associate Prof., Management Department, Islamic Azad University of, Chalous , Iran
3 - Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran

Received: 2022-11-15 Accepted : 2023-01-28 Published : 2023-08-23

Keywords: Human Capital, Tourism, Organizational visualization, textual content analysis, technique ANP-DEMATEL,

Abstract :

This article aims of presenting a model of imagery with the approach of human capital in the Iranian tourism industry is aimed at presenting a pattern of imagery. This research is a developmental and descriptive-non-comprehensive type of research. In the qualitative section, two library and field methods were used to collect data. In the first step, 25 internal and external sources were examined. The textual content analysis of these documents continued to saturation and finally 129 indicators were extracted using textual content analysis as effective factors. Using 15 academic experts in the tourism industry and with the Delphi qualitative technique, 47 were identified as the ultimate in the organizational imaging approach with the human capital approach and in 7 categories of economic, branding, brand quality, regional tourism potential, activities Advertising, job -focused visualization and macro management were incorporated. In the slightly section, with the aim of the ahead of the research; To respond to the exploratory factor analysis questionnaire, 440 experts of the tourism industry were selected as the study community and 205 questionnaires were distributed among the respondents using Cochran formula and then analyzed the research data using the Anp-Dematel technique done. The results showed that the "economic" criterion is the most influential criterion and is the top priority among the criteria. Also, the sub-criterion of "currency acquisition" was placed in the first priority among the sub-criteria.

References:

ضرغام بروجنی. حمید، ایمانی خوشخو. محمدحسین، فیض آبادی. زهره (1398)، اولویت بندی عوامل موثر بر برندسازی مقصد گردشگری و سنجش آنها در ایران، پایان نامه کارشناسی ارشد رشته مدیریت بازرگانی، دانشگاه علامه طباطبایی، فروردین 1398.

منوریان. عباس، ابوئی اردکانی. محمد، پورموسوی. سید موسی، رحیمیان. اشرف (1392)، مدل فرآیندی برندسازی شهری برای کلان شهرهای ایران، چشم انداز مدیریت دولتی، سال چهارم، شماره 13، ص 63-41.

امینی نژاد. سیدرامین، مرادی. زانیار (۱۳۹۵)، بررسی کاربردی نقش برند در مقاصد گردشگری با استفاده از رویکرد سیستمی مطالعه موردی: شهر دبی، کنفرانس بین المللی عمران، معماری، مدیریت شهری و محیط زیست در هزاره سوم، رشت، شرکت پیشگامان پژوهش های نوین.

امیدی کیا. کامران، مشبکی. اصغر، خداداد حسینی. حمید، عزیزی. شهریار (1391)، شناخت قابلیت های سازمانی جایگاه سازی برند شرکت در صنعت مواد غذایی با استفاده از نظریه داده بنیاد، اندیشه مدیریت راهبردی، شماره 1، ص 72-35.

اکبری، مرتضی، حسینی، سید محمود، حجازی، سید یوسف، رضوان‌فر، سید یوسف، (1392)، اعتبارسنجی مؤلفه‌های توسعة منابع انسانی: مطالعة اعضای هیئت علمی دانشکده‌های کشاورزی، تحقیقات اقتصاد و توسعة کشاورزی ایران، دورة 44، شمارة 4، تهران، 629-644.

قصوری علی. (1401). نقش مدیریت منابع انسانی در عملکرد سازمان. فصلنامه علمی تخصصی رویکردهای پژوهشی نوین در مدیریت و حسابداری.81-91. 6(84).

محمدی نجف آبادی،عبدالمجید ؛ اعتباریان خوراسگانی،اکبر ؛  ابراهیم زاده دستجردی،رضا.(1400)." شناسایی و اولویتبندی راهکارهای توسعة منابع انسانی صنعت گردشگری استان اصفهان". فصلنامه علمی - پژوهشی برنامهریزی فضایی (جغرافیا(.سال یازدهم، شماره دوم، (پیاپی 41).

Ishmael-Robertson, C.A., (2018). What are the key advances in human resource development that tourism in Guyana needs by 2025, Worldwide Hospitality and Tourism Themes, Vol 10, No 5‚ Pp 605-610.

Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116

Chesser, J.W., (2016). Human Resource management in a Hospitality Environment, Apple Academic Press, Inc.

Diez Pisonero, R. (2013), "Brand City and Geomarketing: How to Promote a Destination in the Global Tourist Competition", International Journal of Humanities and Social Science, 3(14), 103-113.

Chow, H. Ling, G.J. Yen, I. and Hwang. K.P (2017), "Building brand equity through industrial tourism", Asia Pacific Management, Review 22 - 70e79.

Lin, L.Y. (2010), "The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers", Journal of Product & Brand Management, 19(1): 4–17.

Hall, D. (2002). Brand development, tourism and national identity; the re-imaging of former Yugoslavia. Brand Management, 9(4/5), 323–334.

Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1), 24–32.

Hosany, S. Ekinci, Y. and Uysal, M. (2006), "Destination image and destination personality: An application of branding theories to tourism place", Journal of business research, 59(5), 638-642.

Keller, K. L. (2003), "Building Customer-Based Brand Equity", Marketing Management, vol.10 (2), pp.14-19.

Janonis, V. Dovaliene, A. and Virvilaite, R. (2007), "Relationship of Brand Identity and Image", Engineering Economics, 1, 69-79.

Diez Pisonero, R. (2013). "Brand City and Geomarketing: How to Promote a Destination in the Global Tourist Competition". International Journal of Humanities and Social Science, 3(14), 103-113.

Ramanatan, J. R. B., and Ritchie, R. J. B. (2015). "The branding of tourism destinations: past achievements & future challenges". Journal of Retailing, 69(2), 193–215.

Ahmet. U, and Seyhmus B. (2015). "Brand personality of tourist destinations: An application of self- congruity theory". Tourism Management, 114-127.

Feng, P.H (2013). "Managing Brand Equity", Marketing Research, September, 24-34.

Robert J, and Ruomei. F. (2014). "Temporal destination revisit intention: The effects of. Tourism Management", Journal of Retailing, 75(1), 580–590.

Jago, L., Chalip, L., Brown, G., Mules, T., and Ali, S. (2003). "Building events into destination branding: insights from experts". Event Management, 8(1), 3–14.

Doyle, P. (2011). "Building Value-Based Branding Strategies", Journal of Strategic Marketing, 9, 255-268.

Framke, W. (2012). "The Destination as a concept: A Discussion of the business-related Perspective versus the Socio-cultural Approach in Tourism Theory", Scandinavian Journal of Hospitality and Tourism, 2(2):92-108.

Mercer, D (1971). "The role of perception in the recreational experience: a review and discussion". Journal of Leisure Research, 3, 261-276.

Christina, C. and Hailin, Q. (2015). "Examining the structural relationships of destination image tourist", Tourism Management, 17, 624–636.

Cretu, A. E., and Brodie, R. J. (2013). "The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective". Industrial Marketing Management, 36(2), 230–240.

Baker, M. J., and Cameron, E. (2016). "Critical success factors in destination Marketing". Tourism and Hospitality Research 8 (2), 79–95.

Cai, L. A. (2012). "Cooperative branding for rural destinations". Annals of Tourism Research, 29(3), 720–742.

Castro, C.B., Armario, E.M., and Ruiz, D.M. (2007). "The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior", Tourism Management, 28, 175–187.

Chen, C. F., and Tsai, D. (2010). "How destination image and evaluate factors affect behavioral intentions? ", Tourism Management, 28, 1115–1122.

Konig, C. (2011). "City Branding of Hongkong: Imagineering Authenticity", Stockholm university.

Anholt, S. (2005). "Some important distinctions in place branding". Place Branding and Public Diplomacy, 1(2), 116-121.

Anholt, S. (2010). "Definitions of place branding–Working towards a resolution". Place Branding and Public Diplomacy, 6(1), 1-10.

Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations.Tourism Management, 30(6), 857-866.