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تأثیر ابزارهای بازاریابی بر ارتقاء عملکرد بازاریابی مثلث طلایی گردشگری ایران: نقش میانجی روابط عمومی | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 6، دوره 3، شماره 1 - شماره پیاپی 4، فروردین 1404، صفحه 127-150 اصل مقاله (1017.69 K) | ||
نوع مقاله: مقاله پژوهشی مستقل | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2025.29297.1062 | ||
نویسندگان | ||
نیما سلطانینژاد1؛ محمد زمانی پیرمرادی2؛ حمید نظری* 3؛ مظفر محمدی4 | ||
1گروه کسب و کار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران. | ||
2مدیریت کسب و کار، بازاریابی، مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران | ||
3کسب و کار جدید، کارآفرینی، دانشگاه تهران، تهران، ایران | ||
4مدیریت، دانشگاه غیرانتفاعی رسالت، کرمان، ایران | ||
تاریخ دریافت: 04 خرداد 1404، تاریخ بازنگری: 04 تیر 1404، تاریخ پذیرش: 12 مرداد 1404 | ||
چکیده | ||
زمینه و هدف: این پژوهش با هدف تحلیل تأثیر ابزارهای بازاریابی (تبلیغات، فروش شخصی و ترفیعات فروش) بر عملکرد بازاریابی گردشگری منطقۀ مثلث طلایی ایران (اصفهان، شیراز و یزد)، با تأکید بر نقش میانجی روابط عمومی انجام شده است. روش شناسی: پژوهش از حیث هدف، کاربردی و از نظر روش، توصیفی-پیمایشی است. دادههای تحقیق با استفاده از پرسشنامۀ ساختاریافته از میان ۳۷۰ گردشگر داخلی و خارجی در سال 1404 گردآوری شد. تحلیل دادهها با بهرهگیری از مدلسازی معادلات ساختاری (SEM) صورت گرفت. یافته ها: یافتهها نشان دادند که تبلیغات (β=0.367, p<0.001) و ترفیعات فروش (β=0.145, p=0.013) تأثیر مثبت و معناداری بر عملکرد بازاریابی گردشگری دارند. نقش میانجی روابط عمومی در اثرگذاری تبلیغات (β=0. 02, p=0.001) و ترفیعات فروش (β=0.121, p=0.013) تأیید شد. نتیجه گیری و پیشنهادات: نتایج حاکی از آن است که هماهنگی راهبردی میان تبلیغات چندرسانهای، ترفیعات فروش خلاقانه و مدیریت اثربخش روابط عمومی میتواند موجب ارتقاء عملکرد بازاریابی گردشگری گردد. نوآوری این پژوهش در تلفیق رویکردهای تبلیغاتی با نقش روابط عمومی بهعنوان متغیر میانجی در قالب مدل ساختاری است. از منظر اجرایی، یافتهها میتوانند مبنایی را تدوین سیاستها و کمپینهای بازاریابی فرهنگی برای توسعۀ پایدار گردشگری در مقاصد برجسته ایران فراهم کنند. نوآوری و اصالت: نوآوری این پژوهش در تلفیق رویکردهای تبلیغاتی با نقش روابط عمومی بهعنوان متغیر میانجی در قالب مدل ساختاری است. | ||
کلیدواژهها | ||
ابزارهای بازاریابی؛ مثلث گردشگری؛ روابط عمومی؛ تبلیغات؛ ترفیعات فروش | ||
عنوان مقاله [English] | ||
The Impact of Marketing Elements on Enhancing Tourism Marketing Performance in Iran’s Golden Triangle: The Mediating Role of Public Relations | ||
نویسندگان [English] | ||
Nima Soltani Nejad1؛ Mohammad Zamani PirMoradi2؛ Hamid Nazari3؛ Mozafar Mohammadi4 | ||
1Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
2Business Administration (Marketing), Management and Economics, Islamic Azad University of Science and Research Branch, Tehran, Iran | ||
3Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
4Management, Resalat Nonprofit University, Kerman, Iran | ||
چکیده [English] | ||
Context and Purpose: This study aims to analyze the impact of marketing tools, namely advertising, personal selling, and sales promotion, on the tourism marketing performance of Iran’s Golden Triangle region (Isfahan, Shiraz, and Yazd), focusing on the mediating role of public relations. Methodology: From a methodological perspective, the research is applied in purpose and descriptive-survey. Data were collected in 2025 from 370 domestic and international tourists using a structured questionnaire. Structural Equation Modeling (SEM) was employed to analyze the data. Findings: The findings indicate that advertising (β = 0.367, p < 0.001) and sales promotion (β = 0.145, p = 0.013) have significant positive effects on tourism marketing performance. Moreover, the mediating role of public relations in the effects of advertising (β = 0.102, p = 0.001) and sales promotion (β = 0.121, p = 0.013) was confirmed. Conclusion: These results suggest that strategic alignment between multimedia advertising, creative sales promotions, and effective public relations management can significantly enhance tourism marketing outcomes. The novelty of this research lies in integrating promotional strategies with the mediating function of public relations within a structural model. From a practical standpoint, the findings offer a foundation for formulating cultural marketing policies and campaigns aimed at fostering sustainable tourism development in Iran’s leading destinations. Originality/value: The novelty of this study lies in integrating advertising approaches with the mediating role of public relations within a structural equation modeling framework. | ||
کلیدواژهها [English] | ||
Marketing Elements, Tourism Triangle, Public Relations, Advertising, Sales Promotion | ||
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