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کاربرد مفاهیم تحلیل چرخۀ حیات مشتری در بازاریابی گردشگری | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 2، دوره 3، شماره 1 - شماره پیاپی 4، فروردین 1404، صفحه 37-61 اصل مقاله (1.04 M) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.29459.1070 | ||
| نویسندگان | ||
| سکینه کشاورزی1؛ ملیحه سیاوشی* 2 | ||
| 1محقق مرکز ملی حلال ایران، سازمان غذا و دارو وزارت بهداشت، درمان و آموزش پزشکی، تهران، ایران | ||
| 2گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران | ||
| تاریخ دریافت: 23 خرداد 1404، تاریخ بازنگری: 25 تیر 1404، تاریخ پذیرش: 26 تیر 1404 | ||
| چکیده | ||
| زمینه و هدف: طبق مفهوم چرخۀ عمر مشتری، مشتریان در رابطه با شرک‌ها سه مرحلة جذب، حفظ و توسعه را طی می‌کنند و شرکت‌ها باید استراتژی‌هایی برای هریک از این مراحل تدوین کنند. توسعة مشتری در حوزۀ گردشگری، بیانگر کسب درآمد بیشتر از محل بسط مدت و هزینة سفر توسط گردشگر است. هدف این پژوهش، بررسی تأثیر متغیرهای جنسیت، سن، وضعیت تأهل، تحصیلات، تعداد دفعات سفر، نحوة ترتیب‌دهی سفر، همراهان سفر، مکان اقامت و دین، بر بسط مدت و هزینة سفر گردشگران ورودی به ایران است. روش شناسی: مطالعة حاضر پژوهشی توصیفی کاربردی است. داده‌ها با استفاده از پرسشنامة آنلاین به زبان‌های فارسی، انگلیسی و عربی از 321 گردشگر خارجی در سفر به ایران جمع‌آوری و با استفاده از آزمون کای‌دو و آزمون دقیق فیشر در نرم‌افزار SPSS تحلیل شده است. یافته ها: نتایج تحقیق نشان دادبین متغیرهای سن، تعداد دفعات سفر، نحوۀ ترتیب‌دهی سفر و مکان اقامت و بسط مدت سفر و متغیرهای دین، تعداد دفعات سفر و مکان اقامت و بسط هزینۀ سفر رابطة معنی‌داری وجود دارد. نتیجه گیری و پیشنهادات: بازاریابان مقصد و مدیران مقاصد گردشگری می‌توانند با شناسایی و هدف‌گیری گردشگرانی که احتمال بسط سفر در آنها بیشتر است و تحریک انگیزه‌هایی برای افزایش احتمال بسط سفر، درآمد کلی حاصل از گردشگری را افزایش دهند. نوآوری و اصالت: عمدة مطالعات حوزة بازاریابی گردشگری، به‌ویژه در ایران، بر جذب و حفظ گردشگر متمرکز شده و مطالعات محدودی به توسعة مدت و هزینه سفر پرداخته‌اند. همچنین در پژوهش حاضر برای اولین بار تأثیر دین بر بسط مدت و هزینة سفر بررسی شده است. | ||
| کلیدواژه‌ها | ||
| چرخه عمر مشتری؛ بسط مدت سفر؛ بسط هزینه سفر؛ بازاریابی مقصد گردشگری؛ گردشگری ورودی | ||
| عنوان مقاله [English] | ||
| Application of Customer Life Cycle Analysis Concepts in Tourism Marketing | ||
| نویسندگان [English] | ||
| Sakine Keshavarzi,1؛ Malihe Siyavooshi2 | ||
| 1Researcher in Halal Research Center of IRI, Food and Drug Administration, Ministry of Health and Medical Education, Tehran. Iran | ||
| 2Department of Business Administration, Faculty of Management, Economics and Accounting, University of Hormozgan , Bandar Abbas, Iran | ||
| چکیده [English] | ||
| Context and Purpose: According to the concept of the customer life cycle, customers go through three stages in their relationship with companies: attraction, retention, and development; and companies should develop strategies for each of these stages. Customer development in the field of tourism represents earning more income from the tourists’ travel duration and cost. The aim of this study is to investigate the effect of the variables of gender, age, marital status, education, number of trips, travel arrangement, travel companions, place of residence, and religion on the travel duration and cost of incoming tourists to Iran. Design/methodology/approach: The present study is descriptive applied research. Data were collected using an online questionnaire in Persian, English, and Arabic from 321 foreign tourists traveling to Iran, and analyzed using the Chi-square test and Fisher's exact test in SPSS software. Findings: The results of the study showed that there is a significant relationship between the variables of age, number of trips, method of travel arrangement, place of residence, and travel duration development; And the variables of religion, number of trips, place of residence, and travel cost development. Conclusion: Destination marketers and tourism destination managers can increase overall tourism revenue by identifying and targeting tourists who are more likely to extend their trip and offering incentives to increase the likelihood of extending their trip. Originality/value: Most studies in the field of tourism marketing, especially in Iran, have focused on attracting and retaining tourists, and limited studies have addressed the expansion of travel duration and cost. Also, in the present study, for the first time, the effect of religion on the expansion of travel duration and cost has been investigated. | ||
| کلیدواژه‌ها [English] | ||
| Customer Life Cycle, Travel Duration Expansion, Travel Cost Expansion, Tourism Destination Marketing, Inbound Tourism | ||
| مراجع | ||
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