واکاوی نقش محوری بازاریابی در صنعت گردشگری شهر تهران
محورهای موضوعی : بازاریابی و توسعه شبکه کسب و کار
عباس اسدی
1
(استادیار، گروه مدیریت بازاریابی، واحد ورامین- پیشوا، دانشگاه آزاد اسلامی، ورامین، ایران)
کلید واژه: گردشگری, بازاریابی گردشگری, خبرگان صنعت گردشگری, گردشگران خارجی,
چکیده مقاله :
بازاریابی یکی از مهمترین مولفه‌های حوزه مدیریت است و بازار گردشگری یکی از جذابترین بازارهای امروزی در بین صنعت‌های مختلف است. صنعت گردشگری به عنوان نوعی تحول صنعتی در بسیاری از کشورها از جمله کشورهای آسیای شرقی به تصویب رسیده است و در سال‌های اخیر، تعداد زیادی از شرکت‌های صنعتی درگیر پروسه‌ها و تسهیلات گردشگری شده‌اند. همچنین صنعت گردشگری یکی از مهمترین بخش‌های اقتصاد جهانی است که در بیش از یک دهۀ اخیر، بیشترین درآمدزایی و اشتغال‌زایی را در میان صنایع مختلف جهان داشته است. بر همین اساس این پژوهش با هدف ارایه تبیین نقش محوری بازاریابی در صنعت گردشگری شهر تهران انجام شده است. حجم نمونه برابر با 384 نفر انتخاب و جهت جمع آوري داده از روش کتابخانه اي و ميداني با ابزار پرسشنامه استفاده شده است. روايي ابزار تحقيق مورد بررسی و تأييد و پايايي ابزار تحقيق نيز با استفاده از ضريب آلفاي کرونباخ مورد ارزيابي و پذيرش قرار گرفت. تحليل يافته هاي پژوهش در دو بخش صورت گرفته است که در بخش اول نرمال بودن داده ها با استفاده از آزمون کولموگروف- اسميرنوف بررسي شده و پس از انجام تحليل عاملي تاييدي متغيرها در قالب مدل‌هاي اندازه گيري، در قسمت بعدي با استفاده از رويکرد مدل يابي معادلات ساختاري به بررسي رد يا تاييد فرضيه هاي پژوهش پرداخته شده است. یافته‌های تحقیق نشان می‌دهد که که مقدار ضریب معناداری t مربوط به رابطه بین متغیرهای عوامل ساختاری، عوامل رفتاری و عوامل زمینه‌ای با بازاریابی گردشگری در سطح اطمینان 95 درصد، از 96/1 بیشتر است و این مورد حاکی از معنی‌دار بودن تأثیر متغیرهای مستقل بر بازاریابی گردشگری است. بازارگردشگری به عنوان یک سازه بومی و کارآمد می‌تواند در عرصه مدیریت گردشگری کشور کارآمد و کاربردی باشد.
Marketing is one of the most important components in the field of management, and the tourism market is one of the most attractive markets today among various industries. The tourism industry has been recognized as a form of industrial transformation in many countries, including those in East Asia, and in recent years, numerous industrial companies have engaged in tourism processes and facilities. Furthermore, the tourism industry is one of the most significant sectors of the global economy, generating the highest revenue and employment opportunities among various industries over the past decade. Accordingly, this research aims to elucidate the central role of marketing in the tourism industry of Tehran. A sample size of 384 individuals was selected, and data collection was conducted using both library and field methods, employing a questionnaire as the tool. The validity of the research instrument was examined and confirmed, while the reliability was assessed using Cronbach's alpha coefficient and found acceptable. The analysis of the research findings was conducted in two parts: the first part examined the normality of the data using the Kolmogorov-Smirnov test, and after performing confirmatory factor analysis of the variables within measurement models, the subsequent section utilized structural equation modeling to test the hypotheses of the research. The findings indicate that the t-value related to the relationship between the variables of structural factors, behavioral factors, and contextual factors with tourism marketing is greater than 1.96 at a 95% confidence level, suggesting a significant impact of independent variables on tourism marketing. The tourism market, as an indigenous and efficient construct, can be effective and applicable in the management of tourism in the country.
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