ارائه الگوی بازاریابی محتوا مبتنی بر تئوری داده بنیاد (مطالعه موردی: صنعت گردشگری استان فارس)
محورهای موضوعی : مدیریت صنعتیmahmood maarefi 1 , hooshang asadollah 2 , esmaeil hasanpour qorughchi 3
1 - Department of management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Department of management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
3 - Department of Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran
کلید واژه: تئوری داده بنیاد, استان فارس, بازاریابی, صنعت گردشگری, بازاریابی محتوا,
چکیده مقاله :
بازاریابی‌محتوا، رویکردی استراتژیک برای بازاریابی است که بر تولید و انتشار محتوای باارزش تمرکز دارد. به‌واسطه این شیوه، می-توان با صرف هزینه پایین، از طریق اشتراک‌گذاری اطلاعات مفید، محصولات و خدمات یک کسب‌وکار را معرفی نمود اما چالش‌هایی همچون فقدان دانش و همچنین الگوی مناسب بازاریابی‌محتوا سبب شده، تا این روش جایگاه واقعی خود را نداشته باشد. در این مقاله سعی شده تا با بررسی مباحث بازایابی‌محتوا، اقدام به ارائه چارچوبی برای آن شود؛ موضوعی که تاکنون منابع رسمیِ بسیار کمی به آن پرداخته‌اند. هدف اصلی این مقاله، ارائه چارچوبی مستدل و معتبر مبتنی بر تئوری داده‌بنیاد برای بازاریابی محتوا باهدف مطالعه صنعت گردشگری استان فارس است. در ابتدا با استفاده از مصاحبه، اطلاعات لازم در خصوص بازاریابی محتوا دریافت شده، بعد از تولید کدگذاری باز، محوری و انتخابی، الگوی فرایندی بازاریابی محتوا ارائه گردیده است. سپس به‌منظور بررسی صحت الگوی حاصل از تئوری داده‌بنیاد، اقدام به بررسی الگوی پیشنهادی با استفاده از معیارهای اصلی ارزیابی الگوی داده بنیاد شامل: تطبیق، قابلیت فهم، قابلیت تعمیم، میزان کنترل، ارزیابی نظریه و ارزیابی فرآیند پژوهش شده است. بر طبق نتایج حاصل، الگوی پیشنهادی توانسته است در تمامی معیارها انتظارات را برآورده کند. همچنین مطابق با نتایج حاصل، الگوی پیشنهادی می‌تواند به سایر کسب‌وکارهای تولیدی و خدماتی تعمیم داده شود.
Content marketing is a strategic approach to marketing that focused on producing and disseminating valuable content. A business can be introduced to them at a low cost by sharing useful information about the products and the business services through this method, but challenges such as lack of knowledge as well as a suitable content marketing model caused this method doesn't have its real place. In this article, an attempt has been made to provide a framework to review content marketing topics. A topic that few official sources have addressed so far. The main purpose of this article is to provide a reasonable and valid framework based on the Foundation's data theory for content marketing with the aim of studying the Fars tourism industry. At first, the necessary information about content marketing is obtained through interviews. After producing open, central and selective coding, the content marketing process pattern is presented. Then, in order to check the accuracy of the model obtained from the Foundation's data theory, the proposed model is examined by using the main criteria for evaluating the Foundation's data model, including: adaptation, comprehensibility, generalizability, control level, theory evaluation and research process evaluation. Based on the obtained results, the proposed model has been able to meet expectations in all criteria. According to the obtained results, the proposed model can also be extended to other manufacturing and service businesses.
1- Abdolvand, M., & Hossainzade, A. (2014). Assess and prioritize the factors influencing the adoption advertising from the consumer's point of of celebrities in view. Journal of Marketing Management, 2(2), 19-39. (In Persian).
2- Alwani, M. Azar, A. & Danaeifard, H. (2011). Methodology of Qualitative Research in Management: A Comprehensive Approach. Eshraghi. Saffar. (In Persian).
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6- Delavar, A., Qaderi, I. & Majdi, N. (1393). The Place of Social Media in the Development of Electronic Tourism Marketing in Iran, Journal of Tourism Management Studies, 9(28), 1-16. (In Persian).
7- Du Plessis, C. (2015). An exploratory analysis of essential elements of content marketing. Conference on Second European Social Media 122-129.
8- Ezat, M., Razi, A. (2018). Exploring the Usage of Digital Content Marketing in Hotels and Travel Agencies in Egypt. Journal of the Faculty of Tourism and Hotels, 15(15), 56-72.
9- Farzin, M., Shekari, F., Azizi, F., Competitiveness of Tourism Destination: Importance-Performance Analysis (Case Study: Yazd and Shiraz). (2018). Journal of Tourism Management Studies, 13(44). 219-247.
10- Gurjar, P., Kaurav, R. P. S., & Thakur, K. (2019). Content Marketing: Concepts and Its Relevance in the Tourism Industry. PP. 297-289.
11- Gurjar, Pratima, Rahul Pratap Singh Kaurav, and K. S. Thakur. (2019) "Content Marketing: Concepts and Its Relevance in the Tourism Industry." Conference on Digital Strategies for Organizational Success.
12- Kalkouh, A. H. & Habibi, R. (2014). Investigating the effect of marketing mix factors on increasing tourist attraction. Case study of Masouleh historical town. Journal of Tourism Space, 4(15), 105-125. (In Persian).
13- Mkwizu, K. H. (2019), "Digital marketing and tourism: opportunities for Africa." Journal of International Hospitality Review.
14- Mohammadi, M. (2016). The attitude of destination tourism service providers towards the role of social media in tourism destination marketing in Ramsar city, Journal of Tourism Planning and Development, 19, 75-93. (In Persian).
15- Mohseni, R. (2009). Sustainable Tourism in Iran: Functions, Challenges and Strategies, Journal of Geographical Space, 9(28), 171-149. (In Persian).
16- Mousaei, M., Hashemi, S. & Ebrahimi, M. (2012). A Sociological Survey of Sustainable Tourism Development in Iran; Obstacles, Challenges, Strategies. Journal of Social Sciences of Islamic Azad University, 6(16), 25-50. (In Persian).
17- Naseri, Z., Norouzi, A., F., Fatemeh, Manian, Amir. (2017). Content Marketing: Identify the basic components and dimensions to provide a conceptual model. Theoretical and Applied Research in Information Science and Cognitive Science, 7 (1), 280-303. (In Persian).
18- Nasimi, M. H., Rezaei, A. A., Vazifehdoost, H., Salehi, R. A. & Farahani, F. A. (2019). Designing a Mixed Tourism Marketing Model with Emphasis on Beneficiary Loyalty, Journal of Urban Tourism, 6(1), 47-66. (In Persian).
19- Odden, L. (2012). Optimize: How to attract and engage more customers by integrating SEO, social media, and content marketing. John Wiley & Sons.
20- Pourali, M. A., & Hajin, A. J. (2019) The Content Marketing Impact to Brand Attitude and E-Verbal Communication in Sport Tourism in Iran. Journal of Sport Sciences, 4(1). 21-28. (In Persian).
21- Pour-Azizi, A., (2018). Selected inbound and outbound tourism statistics in 2017, Office of Tourism Development Planning and Support. http://www.mcth.ir.
22- Pulizzi, J., & Barrett, N. (2009). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill New York, NY.
23- Reino, D., & Hay, B. (2016). The use of YouTube as a tourism marketing too, Travel and Tourism Research Association:Advancing Tourism Research Globally. 69. 1-12.
24- Repovienė, R., & Pazeraite, A. (2019) Content marketing decisions for customers’ desired value in the tourism sector. Research for rural development,2. 284-291.
25- Rezaei, S. M. (2018). Content Marketing Guide for Beginners. https://g-ads.org (In Persian).
26- Saei, A., Naiji, M., Rezaei, M. (2010). The Relationship between Advertising and Attracting Cultural Tourists in Iran (Case Study of Foreign Cultural Tourists in Isfahan). Journal of Encyclopedia of Social Sciences, 1 (4), 69-94. (In Persian).
27- Sharma, A., & Rishi, O. P., A. (2017). Study on e-marketing and e-commerce for tourism development in Hadoti Region of Rajasthan. Conference on Information and Communication Technology for Intelligent Systems. Springer. Cham. 128-136
28- Suuronen, T. (2016).Content Marketing Practices in Finland. Master's Thesis in Media Management. Arcada.
29- Touraj M. M. & Kia, R. E. (2014) The Influential Factors on Content Marketing and Modeling its Conceptual Frame in Iran, Conference on Economics and Management Business Development and Management, Theran.
30- Vinerean, S. (2017). Content Marketing Strategy. Definition, Objectives and Tactics. Expert Journal of Marketing, 5(2), 92-98.
31- Khakpour, B., Abbasi, H. & Shakermi, N. (2018). Assessing and analyzing the position of brand tourism in Fars province based on the identity of national competitiveness, 13(44), 109-141.
32- Kose, U., & Sert, S. (2017) Improving content marketing processes with the approaches by artificial intelligence. ECOFORUM. 2(1). 1-8.
33- Rose, R., & Pulizzi, J. (2011). Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand. BookBaby.
34- Farajirad, A. F. & Aghajani, S. (2007). A new analysis of tourism and its latest classification, journal of Geography of the land, 6(23), 61-72.
35- Bagheri, M., Shajaei, P., and Kiani, M. (2016). A structural interpretive model of travel and tourism competitiveness indicators Case study: Fars province. Tourism Planning and Development, 5 (18), 137-157.
36- Barzideh, F., Babajani, J., and Abdullahi, A. (2018). Designing an identity model in audit judgment with a foundation-based approach to data theory. Auditing knowledge, 18 (71), 5-36
_||_1- Abdolvand, M., & Hossainzade, A. (2014). Assess and prioritize the factors influencing the adoption advertising from the consumer's point of of celebrities in view. Journal of Marketing Management, 2(2), 19-39. (In Persian).
2- Alwani, M. Azar, A. & Danaeifard, H. (2011). Methodology of Qualitative Research in Management: A Comprehensive Approach. Eshraghi. Saffar. (In Persian).
3- Bidokhti, A. Nazari A, & Nazari, M. (2009). The role of marketing in the development of the tourism industry. Journal of Management Perspectives, 8(32), 49 – 68. (In Persian).
4- Buhalis, D. & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, 4(3), 151-161.
5- Danaeifard, H. & Imami, M. (2007). Qualitative Research Strategies: Reflections on Foundation Data Theory. Strategic Management Thought, 1(2), 69-97. (In Persian).
6- Delavar, A., Qaderi, I. & Majdi, N. (1393). The Place of Social Media in the Development of Electronic Tourism Marketing in Iran, Journal of Tourism Management Studies, 9(28), 1-16. (In Persian).
7- Du Plessis, C. (2015). An exploratory analysis of essential elements of content marketing. Conference on Second European Social Media 122-129.
8- Ezat, M., Razi, A. (2018). Exploring the Usage of Digital Content Marketing in Hotels and Travel Agencies in Egypt. Journal of the Faculty of Tourism and Hotels, 15(15), 56-72.
9- Farzin, M., Shekari, F., Azizi, F., Competitiveness of Tourism Destination: Importance-Performance Analysis (Case Study: Yazd and Shiraz). (2018). Journal of Tourism Management Studies, 13(44). 219-247.
10- Gurjar, P., Kaurav, R. P. S., & Thakur, K. (2019). Content Marketing: Concepts and Its Relevance in the Tourism Industry. PP. 297-289.
11- Gurjar, Pratima, Rahul Pratap Singh Kaurav, and K. S. Thakur. (2019) "Content Marketing: Concepts and Its Relevance in the Tourism Industry." Conference on Digital Strategies for Organizational Success.
12- Kalkouh, A. H. & Habibi, R. (2014). Investigating the effect of marketing mix factors on increasing tourist attraction. Case study of Masouleh historical town. Journal of Tourism Space, 4(15), 105-125. (In Persian).
13- Mkwizu, K. H. (2019), "Digital marketing and tourism: opportunities for Africa." Journal of International Hospitality Review.
14- Mohammadi, M. (2016). The attitude of destination tourism service providers towards the role of social media in tourism destination marketing in Ramsar city, Journal of Tourism Planning and Development, 19, 75-93. (In Persian).
15- Mohseni, R. (2009). Sustainable Tourism in Iran: Functions, Challenges and Strategies, Journal of Geographical Space, 9(28), 171-149. (In Persian).
16- Mousaei, M., Hashemi, S. & Ebrahimi, M. (2012). A Sociological Survey of Sustainable Tourism Development in Iran; Obstacles, Challenges, Strategies. Journal of Social Sciences of Islamic Azad University, 6(16), 25-50. (In Persian).
17- Naseri, Z., Norouzi, A., F., Fatemeh, Manian, Amir. (2017). Content Marketing: Identify the basic components and dimensions to provide a conceptual model. Theoretical and Applied Research in Information Science and Cognitive Science, 7 (1), 280-303. (In Persian).
18- Nasimi, M. H., Rezaei, A. A., Vazifehdoost, H., Salehi, R. A. & Farahani, F. A. (2019). Designing a Mixed Tourism Marketing Model with Emphasis on Beneficiary Loyalty, Journal of Urban Tourism, 6(1), 47-66. (In Persian).
19- Odden, L. (2012). Optimize: How to attract and engage more customers by integrating SEO, social media, and content marketing. John Wiley & Sons.
20- Pourali, M. A., & Hajin, A. J. (2019) The Content Marketing Impact to Brand Attitude and E-Verbal Communication in Sport Tourism in Iran. Journal of Sport Sciences, 4(1). 21-28. (In Persian).
21- Pour-Azizi, A., (2018). Selected inbound and outbound tourism statistics in 2017, Office of Tourism Development Planning and Support. http://www.mcth.ir.
22- Pulizzi, J., & Barrett, N. (2009). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill New York, NY.
23- Reino, D., & Hay, B. (2016). The use of YouTube as a tourism marketing too, Travel and Tourism Research Association:Advancing Tourism Research Globally. 69. 1-12.
24- Repovienė, R., & Pazeraite, A. (2019) Content marketing decisions for customers’ desired value in the tourism sector. Research for rural development,2. 284-291.
25- Rezaei, S. M. (2018). Content Marketing Guide for Beginners. https://g-ads.org (In Persian).
26- Saei, A., Naiji, M., Rezaei, M. (2010). The Relationship between Advertising and Attracting Cultural Tourists in Iran (Case Study of Foreign Cultural Tourists in Isfahan). Journal of Encyclopedia of Social Sciences, 1 (4), 69-94. (In Persian).
27- Sharma, A., & Rishi, O. P., A. (2017). Study on e-marketing and e-commerce for tourism development in Hadoti Region of Rajasthan. Conference on Information and Communication Technology for Intelligent Systems. Springer. Cham. 128-136
28- Suuronen, T. (2016).Content Marketing Practices in Finland. Master's Thesis in Media Management. Arcada.
29- Touraj M. M. & Kia, R. E. (2014) The Influential Factors on Content Marketing and Modeling its Conceptual Frame in Iran, Conference on Economics and Management Business Development and Management, Theran.
30- Vinerean, S. (2017). Content Marketing Strategy. Definition, Objectives and Tactics. Expert Journal of Marketing, 5(2), 92-98.
31- Khakpour, B., Abbasi, H. & Shakermi, N. (2018). Assessing and analyzing the position of brand tourism in Fars province based on the identity of national competitiveness, 13(44), 109-141.
32- Kose, U., & Sert, S. (2017) Improving content marketing processes with the approaches by artificial intelligence. ECOFORUM. 2(1). 1-8.
33- Rose, R., & Pulizzi, J. (2011). Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand. BookBaby.
34- Farajirad, A. F. & Aghajani, S. (2007). A new analysis of tourism and its latest classification, journal of Geography of the land, 6(23), 61-72.
35- Bagheri, M., Shajaei, P., and Kiani, M. (2016). A structural interpretive model of travel and tourism competitiveness indicators Case study: Fars province. Tourism Planning and Development, 5 (18), 137-157.
36- Barzideh, F., Babajani, J., and Abdullahi, A. (2018). Designing an identity model in audit judgment with a foundation-based approach to data theory. Auditing knowledge, 18 (71), 5-36