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جاودان, مجتبی, کاظمی, غزاله, تولایی, سیمین, صداقت, مریم. (1404). تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده. پژوهشنامه مدیریت اجرایی, 14(52), 63-93. doi: 10.22080/jtpd.2025.25838.3814
مجتبی جاودان; غزاله کاظمی; سیمین تولایی; مریم صداقت. "تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده". پژوهشنامه مدیریت اجرایی, 14, 52, 1404, 63-93. doi: 10.22080/jtpd.2025.25838.3814
جاودان, مجتبی, کاظمی, غزاله, تولایی, سیمین, صداقت, مریم. (1404). 'تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده', پژوهشنامه مدیریت اجرایی, 14(52), pp. 63-93. doi: 10.22080/jtpd.2025.25838.3814
جاودان, مجتبی, کاظمی, غزاله, تولایی, سیمین, صداقت, مریم. تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده. پژوهشنامه مدیریت اجرایی, 1404; 14(52): 63-93. doi: 10.22080/jtpd.2025.25838.3814

تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده

برنامه ریزی و توسعه گردشگری
دوره 14، شماره 52، فروردین 1404، صفحه 63-93    اصل مقاله (1.44 M)
نوع مقاله: علمی-پژوهشی
شناسه دیجیتال (DOI): 10.22080/jtpd.2025.25838.3814
نویسندگان
مجتبی جاودان* 1؛ غزاله کاظمی2؛ سیمین تولایی3؛ مریم صداقت4
1استادیار، رشتۀ جغرافیای گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.
2دانشجوی کارشناسی ارشد، رشتۀ جغرافیا و برنامهریزی گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.
3استاد، رشتۀ جغرافیای گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.
4استادیار، رشتۀ مدیریت گردشگری، گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران.
تاریخ دریافت: 20 مرداد 1402،  تاریخ بازنگری: 31 فروردین 1404،  تاریخ پذیرش: 24 بهمن 1403 
چکیده
زمینه و هدف: طی دهۀ اخیر، تجربۀ برند مقصد گردشگری به ­عنوان یکی از اصلی‌ترین جنبه‌های برند در مقام نظریه و عمل برای ارتقای رقابت پذیری و  پایداری شناخته می‌شود؛ لذا با توجه به وجود شکاف مقالات علم­ سنجی در زمینۀ تجربۀ برند مقصد، هدف کانونی مطالعه، سازمان­دهی ادبیات در دسترس  برای تجزیه ­و ­تحلیل مضامین مفهومی و شناسایی روندهای آیندۀ پژوهش، در عرصۀ فوق است.
روش ­شناسی: پژوهش حاضر از نوع مروری و بر مبنای رویکرد علم سنجی استوار است و تکنیک‌های ارزیابی و رابطه‌ای هم ­تألیفی و هم ­رخدادی واژگان برای تحلیل اطلاعات اسنادی مبنا واقع شد. داده‌های جامعۀ آماری پژوهش از دو پایگاه وب آو ساینس و اسکوپس استخراج  و برای تجزیه ­و تحلیل داده‌ها، از نرم ­افزار وی او اس ویوور، استفاده گردید.
یافته ­ها: تجربۀ برند مقصد مفهومی نوظهور بوده و به­ سرعت در میان نویسندگان تراز اول جهان، مجلات علمی و کشورهای پیشتاز در صنعت گردشگری در حال توسعه است. براساس تحلیل هم ­واژگانی مشخص شد که مفهوم تجربۀ برند مقصد، ماهیتی چندبعدی دارد و حوزه‌های مفهومی مدیریت و برندسازی، انسان­ شناختی، رفتاری و فناوری اطلاعات را هدف قرار داده است.
نتیجه­ گیری و پیشنهادها: رسانه‌های اجتماعی، پیشران‌های تجربۀ برند، ارزش ویژۀ برند، وفاداری، رضایت، توسعۀ مقصد، ارزش تجربی ادراک شده، رفتار پایدار و هم ­آفرینی ارزش تجربه از جمله حوزه‌های مفهومی فراگیر در راستای باز جهت­ گیری مطالعات برای ارتقای تجربۀ برند مقصد در آینده به ­شمار می‌آیند.
نوآوری و اصالت: پژوهش حاضر به دلیل پوشش شکاف مطالعۀ مروری بر مبنای رویکرد علم ­سنجی در زمینۀ تجربۀ برند مقصد، دارای نوآوری بوده و بر غنای ادبیات مرتبط نیز افزوده است.
کلیدواژه‌ها
تجربۀ برند مقصد گردشگری؛ علم سنجی؛ تکنیک‌های تحلیل ارزیابی و رابطه‌ای
عنوان مقاله [English]
Destination Brand Experience: A Bibliometric Analysis and Future Research Agenda
نویسندگان [English]
Mojtaba Javdan1؛ Ghazaleh Kazemi2؛ Simin Tavallaei3؛ Maryam Sedaghat4
1Assistant Professor, ‏Tourism Geography, Department of Geography and Tourism Planning, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran.
2M.A. Student in Geography and Tourism Planning, Department of Geography and Tourism Planning, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran.
3Professor, Tourism Geography, Department of Geography and Tourism Planning, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran.
4Assistant Professor, Tourism Management; Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
چکیده [English]
Context and Purpose: During the last decade, the competitive nature of the tourism industry has led to the emergence of the customer experience in destination branding as a competitive advantage through numerous conceptualizations that concentrate on different branding features. Considering the literature suffers from the deficit in destination brand experience (DBE) bibliometrics, the main goal of this study is to carry out a bibliometric analysis of the literature on DBE to evaluate how the destination brand experience has been structured and identify key themes and future research.
Design/methodology/approach: The current research is a review study based on bibliometric analysis, to which evaluative and relational techniques were applied. To accomplish this, documents were collected from Web of Science (WoS) and Scopus databases, and VOSViewer was used for co-occurrence and co-authorship network analysis.
Findings: The main findings indicate that the innovation and development in papers related to DBE and the special attention of prominent countries and journals in tourism to this concept show the growing interest in DBE. Additionally, based on the co-occurrence of keywords, it is determined that DBE is multidimensional in nature, and concepts related to management, behavioral issues, and technology-based media are the most thematic areas of study concerning DBE.
Conclusion: Social media, brand experience dimensions, brand equity, loyalty, satisfaction, destination development, perceived experience, sustainable behavior, and co-creation of experience value are among the comprehensive conceptual areas of DBE and provide a direction for future research.
Originality/value: The present study is innovative and has added value to the richness of related literature, covering the gap of a review study based on DBE's bibliometrics.
کلیدواژه‌ها [English]
Destination Brand Experience, Bibliometrics, Evaluative and Relational Techniques
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