شناسایی و طراحی مدل عناصر آمیخته بازاریابی در ارتقای جایگاه گردشگری روستایی با رویکرد آینده‌پژوهی (مورد مطالعه شهرستان بابل)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران.

2 دانشجوی دکتری جغرافیا و برنامه ریزی روستایی دانشکده جغرافیا دانشگاه تهران، تهران، ایران

3 دانشجوی دکتری جغرافیا و برنامه ریزی روستایی، دانشکده جغرافیا، دانشگاه تهران

چکیده

برای دستیابی به یک بازاریابی گردشگری موفق، لازم است برنامه‌ریزان گردشگری درک بهتری از راهبردهای بازاریابی داشته و به دنبال استراتژی‌های کارآمدتر بازاریابی باشند. در تحقیق حاضر تلاش شده است ضمن شناسایی عناصر آمیخته بازاریابی گردشگری روستایی در شهرستان بابل، مدل توسعه آن با رویکرد آینده‌پژوهی طراحی گردد. پژوهش حاضر بر اساس هدف، کاربردی و از لحاظ روش و ماهیت، توصیفی- تحلیلی است. روش جمع‌آوری داده‌ها مبتنی بر روش‌های اسنادی و پیمایشی است. جامعه آماری تحقیق، فعالان عرصه گردشگری و مسئولان محلی می‌باشند که از میان فعالان گردشگری محلی تعداد 223 نفر و از میان مسئولان تعداد 10 نفر به صورت همه‌ شماری انتخاب شدند. روش گردآوری اطلاعات به صورت کتابخانه‌ای و ابزار میدانی آن پرسشنامه بود. به منظور تجزیه‌و‌تحلیل اطلاعات از نرم‌افزار ISM برای طراحی مدل اولیه و از نرم‌افزار LISREL برای آزمون مدل اولیه، و در نهایت برای طراحی سناریوی آینده‌پژوهی عناصر بازاریابی از نرم‌افزار Mic‌Mac استفاده شد. نتایج تحقیق نشان داد که از دیدگاه مسئولان محلی، عناصر «ترویج» و «برنامه‌ریزی» بیشترین تأثیر مستقیم را در موفقیت بازاریابی گردشگری روستایی خواهند داشت. عنصر «برنامه‌ریزی» بیشترین تأثیر را نیز از سایر عناصر مورد مطالعه می‌پذیرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification and designing of marketing mix elements to promote rural tourism using a prospective approach: A case study of Babol County

نویسندگان [English]

  • Seyed Hassan Motiei Langroodi 1
  • Ali Gholami 2
  • Fatemeh Mohammadzadeh Larijani 3
1 Prof., Dept. of Geography and Rural Planning, University of Tehran, Tehran, Iran.
2 Ph.D. Students in Geography and Rural Planning, University of Tehran, Tehran, Iran
3 Ph.D. Students in Geography and Rural Planning, University of Tehran, Tehran, Iran
چکیده [English]

This research is of an applied descriptive-analytical type. Data collection was based on documentary and survey techniques. The statistical population of the research included active individuals in the field of rural tourism and local officials. As many as 223 people who were the most active in the local tourism were selected. This selection was in terms of their access and participation in the field. Also, 10 officials were selected. In the first step, an ISM software program was designed for the primary design and  data analysis. In the second step, the LISREL structural equation modeling software was used to test the primary model. Finally, to design a futuristic scenario for marketing elements, the Mic‌Mac software was used. The results indicated that, from the standpoint of the local authorities, the elements of "promoting and planning" have the most direct impact on the success of rural tourism marketing. However, the element of "planning" has the most dependency on the other elements of the study.

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