رتبه‌بندی تفسیری کارکردهای بازاریابی برای طبیعت‌گردی پایدار در مناطق آزاد ایران
محورهای موضوعی :
تنوع زیستی
نسرین ذبیحی سامانی
1
(
دانشجوی دکتری، گروه مدیریت بازرگانی، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران.
)
عبدالهادی درزیان عزیزی
2
(
استادیار گروه مدیریت، دانشگاه شهید چمران اهواز، اهواز، ایران. * (مسوول مکاتبات)
)
بلقیس باورصاد
3
(
دانشیار گروه مدیریت، دانشگاه شهید چمران اهواز، اهواز، ایران.
)
تاریخ دریافت : 1401/03/10
تاریخ پذیرش : 1402/02/25
تاریخ انتشار : 1402/07/01
کلید واژه:
آموزش کنترل ضایعات,
راهبردهای بازاریابی پایدار,
بازاریابی پایدار,
چکیده مقاله :
زمینه و هدف: یکی از اهداف هر نظام اقتصادی، استفاده از ظرفیت‌های گردشگری در توسعه‌ی پایدار می‌باشد که به طور ویژه نیازمندِ بکارگیری راهبردهای بازاریابی در این عرصه می‌باشد. به عبارت دیگر وجودِ راهبردهایِ بازاریابی می‌تواند سطحِ جذابیت‌های گردشگری را، بیشتر برای مخاطبان آن تصویرسازی نماید تا از این طریق این صنعت در نظام اقتصادی نقش تعیین کننده‌ای در تولید ناخالص داخلی داشته باشد. در این پژوهش ابتدا ابعاد طبعیت گردی از طریق فراترکیب شناسایی می‌شود و سپس از طریق فرآیند رتبه‌بندی تفسیری نسبت به تعیین تأثیرگذارترین بعد در مناطق آزاد ایران اقدام می‌شود.
روش بررسی: روش شناسی این پژوهش ترکیبی بود، به طوریکه در بخش کیفی ابتدا کارکردهای بازاریابی پایداری طبیعت‌گردی براساس پژوهش‌های پیشین به عنوان مبنای تحلیل مشخص شد و سپس براساس تحلیل دلفی، حدِ اجماع نظری تعیین شد تا چارچوب نظری پژوهش ارائه گردد. در بخش کمی نیز از تحلیل رتبه‌بندی تفسیری استفاده شد. در این تحلیل هدف تعیین مهمترین کارکردهای بازاریابی پایداری طبیعت‌گردی در مناطق آزاد ایران بود.
یافته ها: نتایج پژوهش از وجودِ ۸ کارکردِ بازاریابی پایداری طبیعت‌گردی از طریق تحلیل فراترکیب حکایت داشت که طی دو راند دلفی، این مولفه‌ها تأیید شدند. نتایج در بخش کمی نشان داد، درصدِ تاثیرگذاری بکارگیریِ آموزش در بازیافت، مدیریت مصرف آب و غیره در بازاریابی پایدارِ طبیعت‌گردی نسبت به بقیه کارکردهای بازاریابی پایداری طبیعت‌گردی بالاتر است.
بحث و نتیجه گیری: این پژوهش به دلیل ایجاد انسجام نظری در خصوص طبیعت‌گردی و بسط آن در سطح کارکردهای پایداری مناطق آزاد ایران از اهمیت نظری و کاربردی برخوردار است که می‌تواند در شناخت محورهای اثرگذار بر این حوزه مؤثر باشد و زمینه برای جذب گردشگران را توسعه بخشد.
چکیده انگلیسی:
Background and Objective: One of the goals of any economic system is to use tourism capacities in sustainable development, which especially requires the use of marketing strategies in this field. In this research, first, the dimensions of ecotourism are identified through Metasynthesis, and then, through the interpretive ranking process, the most effective dimension is determined in the free zones of Iran.
Material and Methodology: The methodology of this research was mixed, so that in the qualitative part, first, based on previous research the marketing functions of ecotourism sustainability were identified as the basis of analysis, and then, based on Delphi analysis, the theoretical consensus was determined to provide a theoretical framework for the research. In the quantitative part, was used Interpretive Ranking Process. In this analysis, the aim was to determine the most important marketing functions of ecotourism sustainability in the free zones of Iran.
Findings: The results of the research indicated the existence of eight marketing functions of ecotourism sustainability through Meta-synthesis analysis, which were confirmed during two rounds of Delphi. The results in the quantitative section showed the percentage of effectiveness of using education in recycling; management of water consumption, etc. in sustainable ecotourism marketing is higher than other functions of ecotourism sustainable marketing.
Discussion and Conclusion: This research is of theoretical and practical importance due to the creation of theoretical coherence regarding ecotourism and its expansion at the level of sustainability functions of Iran's free zones, which can be effective in identifying the axes that affect this area and develop the field for attracting tourists.
منابع و مأخذ:
Sampaio, C., Farinha, L., Sebastião, J.R. and Fernandes, A. (2022). Tourism industry at times of crisis: a bibliometric approach and research agenda, Journal of Hospitality and Tourism Insights, https://doi.org/10.1108/JHTI-08-2021-0223
Yorganci, I. and Emin, E. (2022). How to unlock the benefits of ecotourism: a case study of Karpaz, North Cyprus, Worldwide Hospitality and Tourism Themes, https://doi.org/10.1108/WHATT-03-2022-0038
Quynh, N., Hoai, N.T. and Loi, N.V. (2021). The Role of Emotional Experience and Destination Image on Ecotourism Satisfaction, Spanish Journal of Marketing (ESIC), 25(2): 312-332. https://doi.org/10.1108/SJME-04-2020-0055
Pham, H.S.T. and Khanh, C.N.T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image, Tourism Review, 76(5): 1141-1153. https://doi.org/10.1108/TR-09-2019-0363
D’Souza, C., Taghian, M., Marjoribanks, T., Sullivan-Mort, G., Manirujjaman, M, D., Singaraju, S. (2019). Sustainability for ecotourism: work identity and role of community capacity building, Tourism Recreation Research, 44(4): 533-549, https://doi.org/10.1080/02508281.2019.1654727
Toulabi Nejad, M., Poodineh, M. (2020). Investigating the Effects of Ecotourism Development on the Sustainability of Livelihoods Activities and Rural Households (Case Study: Khorram-Abad Papee Division). Geographic Thought, 11(22), 97-118. (In Persian)
Eddyono, F., Darusman, D., Sumarwan, U. and Sunarminto, F. (2021). Optimization Model: The Innovation and Future of E-Ecotourism for Sustainability, Journal of Tourism Futures, https://doi.org/10.1108/JTF-03-2021-0067
Grosbois, D., Fennell, D, A. (2021). Sustainability and Ecotourism Principles Adoption by Leading Ecologies: Learning from Best Practices, Tourism Recreation Research, https://doi.org/10.1080/02508281.2021.1875170
Grêt-Regamey, A., Brunner, S. H., Kienast, F. (2012). Mountain ecosystem services: who cares? Mountain Research and Development, 32(1): 12-23.
Shi, F., Weaver, D., Zhao, Y., Huang, M. F., Tang, C., & Liu, Y. (2019). Toward an Ecological Civilization: Mass Comprehensive Ecotourism Indications among Domestic Visitors to a Chinese Wetland Protected Area. Tourism Management, 70(2): 59-68.
Dangi, T. B., Gribb, W. J. (2018). Sustainable Ecotourism Management and Visitor Experiences: Managing Conflicting Perspectives in Rocky Mountain National Park, USA. Journal of Ecotourism, 17(3): 338-358.
Masud, M. M., Aldakhil, A. M., Nassani, A. A., Azam, M. N. (2017). Community-based Ecotourism Management for Sustainable Development of Marine Protected Areas in Malaysia. Ocean & Coastal Management, 136(2): 104-112.
Boroumand, A., karimi, A. (2021). Re-conceptualizing and presenting a conceptual model for sustainable ecotourism based on public participation. Journal of Environmental Science Studies, 6(1): 3419-3433. (In Persian)
Alvarado-Herrera, A., Rodríguez-Soberanis, L.J. and Herrera-Medina, H.R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation, Social Responsibility Journal, 16(4): 537-553. https://doi.org/10.1108/SRJ-07-2018-0172
Donohe, H, M., Needham, R, D. (2008). Internet-based Ecotourism Marketing: Evaluating Canadian Sensitivity to Ecotourism Tenets, Journal of Ecotourism, 7(1): 15-43. https://doi.org/10.2167/joe185.0
Sangpikul, A. (2010). Marketing Ecotourism Through the Internet: A Case of Ecotourism Business in Thailand, International Journal of Hospitality & Tourism Administration, 11:2, 107-137, https://doi.org/10.1080/15256481003732782
Kumar, V., Rahman, Z., & Kazmi, A.A. (2013). Sustainability Marketing Strategy: An Analysis of Recent Literature. Global Business Review, 14(4): 601–625. https://doi.org/10.1177/0972150913501598
Chithambaranathan, P., Subramanian, N. and Palaniappan, P.K. (2015). An innovative framework for performance analysis of members of supply chains, Benchmarking: An International Journal, 22(2): 309-334
Sushil (2017a). Multi- criteria valuation of flexibility initiatives using integrated TISM–IRP with a big data framework, Production Planning & Control, 28(11/12): 999-1010
Ajagunna, I., Bello, M. and Arowolo, S. (2020). Towards sustainable tourism for Ikare: the role of the Tourism Action Club, Worldwide Hospitality and Tourism Themes, 12(1): 80-89. https://doi.org/10.1108/WHATT-10-2019-0064
MacKenzie, N. and Gannon, M.J. (2019). Exploring the antecedents of sustainable tourism development, International Journal of Contemporary Hospitality Management, 31(6): 2411-2427. https://doi.org/10.1108/IJCHM-05-2018-0384
Lunde, M, B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016), AMS Review, 8(2): 85-110. https://doi.org/10.1007/s13162-018-0124-0
Modabber Khaknezhad, A., Hosseinzadeh Dalir, K., ezatpanah, B. (2021). Evaluation of management drives impacts on development of historical-cultural tourism (Case study: Tabriz metropolis). Geography and Planning, 25(77): 219-230. (In Persian)
Nassimi, M., Rezaei, A., Vazifehdust, H., Salehi Amiri, S., Aziz Abadi Farehani, F. (2019). Tourism marketing mix model designed with an emphasis on loyalty stakeholders. urban tourism, 6(1): 47-66. (In Persian)
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Sampaio, C., Farinha, L., Sebastião, J.R. and Fernandes, A. (2022). Tourism industry at times of crisis: a bibliometric approach and research agenda, Journal of Hospitality and Tourism Insights, https://doi.org/10.1108/JHTI-08-2021-0223
Yorganci, I. and Emin, E. (2022). How to unlock the benefits of ecotourism: a case study of Karpaz, North Cyprus, Worldwide Hospitality and Tourism Themes, https://doi.org/10.1108/WHATT-03-2022-0038
Quynh, N., Hoai, N.T. and Loi, N.V. (2021). The Role of Emotional Experience and Destination Image on Ecotourism Satisfaction, Spanish Journal of Marketing (ESIC), 25(2): 312-332. https://doi.org/10.1108/SJME-04-2020-0055
Pham, H.S.T. and Khanh, C.N.T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image, Tourism Review, 76(5): 1141-1153. https://doi.org/10.1108/TR-09-2019-0363
D’Souza, C., Taghian, M., Marjoribanks, T., Sullivan-Mort, G., Manirujjaman, M, D., Singaraju, S. (2019). Sustainability for ecotourism: work identity and role of community capacity building, Tourism Recreation Research, 44(4): 533-549, https://doi.org/10.1080/02508281.2019.1654727
Toulabi Nejad, M., Poodineh, M. (2020). Investigating the Effects of Ecotourism Development on the Sustainability of Livelihoods Activities and Rural Households (Case Study: Khorram-Abad Papee Division). Geographic Thought, 11(22), 97-118. (In Persian)
Eddyono, F., Darusman, D., Sumarwan, U. and Sunarminto, F. (2021). Optimization Model: The Innovation and Future of E-Ecotourism for Sustainability, Journal of Tourism Futures, https://doi.org/10.1108/JTF-03-2021-0067
Grosbois, D., Fennell, D, A. (2021). Sustainability and Ecotourism Principles Adoption by Leading Ecologies: Learning from Best Practices, Tourism Recreation Research, https://doi.org/10.1080/02508281.2021.1875170
Grêt-Regamey, A., Brunner, S. H., Kienast, F. (2012). Mountain ecosystem services: who cares? Mountain Research and Development, 32(1): 12-23.
Shi, F., Weaver, D., Zhao, Y., Huang, M. F., Tang, C., & Liu, Y. (2019). Toward an Ecological Civilization: Mass Comprehensive Ecotourism Indications among Domestic Visitors to a Chinese Wetland Protected Area. Tourism Management, 70(2): 59-68.
Dangi, T. B., Gribb, W. J. (2018). Sustainable Ecotourism Management and Visitor Experiences: Managing Conflicting Perspectives in Rocky Mountain National Park, USA. Journal of Ecotourism, 17(3): 338-358.
Masud, M. M., Aldakhil, A. M., Nassani, A. A., Azam, M. N. (2017). Community-based Ecotourism Management for Sustainable Development of Marine Protected Areas in Malaysia. Ocean & Coastal Management, 136(2): 104-112.
Boroumand, A., karimi, A. (2021). Re-conceptualizing and presenting a conceptual model for sustainable ecotourism based on public participation. Journal of Environmental Science Studies, 6(1): 3419-3433. (In Persian)
Alvarado-Herrera, A., Rodríguez-Soberanis, L.J. and Herrera-Medina, H.R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation, Social Responsibility Journal, 16(4): 537-553. https://doi.org/10.1108/SRJ-07-2018-0172
Donohe, H, M., Needham, R, D. (2008). Internet-based Ecotourism Marketing: Evaluating Canadian Sensitivity to Ecotourism Tenets, Journal of Ecotourism, 7(1): 15-43. https://doi.org/10.2167/joe185.0
Sangpikul, A. (2010). Marketing Ecotourism Through the Internet: A Case of Ecotourism Business in Thailand, International Journal of Hospitality & Tourism Administration, 11:2, 107-137, https://doi.org/10.1080/15256481003732782
Kumar, V., Rahman, Z., & Kazmi, A.A. (2013). Sustainability Marketing Strategy: An Analysis of Recent Literature. Global Business Review, 14(4): 601–625. https://doi.org/10.1177/0972150913501598
Chithambaranathan, P., Subramanian, N. and Palaniappan, P.K. (2015). An innovative framework for performance analysis of members of supply chains, Benchmarking: An International Journal, 22(2): 309-334
Sushil (2017a). Multi- criteria valuation of flexibility initiatives using integrated TISM–IRP with a big data framework, Production Planning & Control, 28(11/12): 999-1010
Ajagunna, I., Bello, M. and Arowolo, S. (2020). Towards sustainable tourism for Ikare: the role of the Tourism Action Club, Worldwide Hospitality and Tourism Themes, 12(1): 80-89. https://doi.org/10.1108/WHATT-10-2019-0064
MacKenzie, N. and Gannon, M.J. (2019). Exploring the antecedents of sustainable tourism development, International Journal of Contemporary Hospitality Management, 31(6): 2411-2427. https://doi.org/10.1108/IJCHM-05-2018-0384
Lunde, M, B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016), AMS Review, 8(2): 85-110. https://doi.org/10.1007/s13162-018-0124-0
Modabber Khaknezhad, A., Hosseinzadeh Dalir, K., ezatpanah, B. (2021). Evaluation of management drives impacts on development of historical-cultural tourism (Case study: Tabriz metropolis). Geography and Planning, 25(77): 219-230. (In Persian)
Nassimi, M., Rezaei, A., Vazifehdust, H., Salehi Amiri, S., Aziz Abadi Farehani, F. (2019). Tourism marketing mix model designed with an emphasis on loyalty stakeholders. urban tourism, 6(1): 47-66. (In Persian)
