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بررسی و شناسایی مؤثرترین مشوق های مبتنی بر بازاریابی خدمات در تمایل به انتخاب اکوتوریسم (مورد مطالعه: پارک جنگلی سیسنگان) | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 12، دوره 3، شماره 1 - شماره پیاپی 4، فروردین 1404 | ||
نوع مقاله: مقاله پژوهشی مستقل | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2025.29764.1080 | ||
نویسندگان | ||
امیر خزائی پول* 1؛ علی قربانی2 | ||
1استادیار، گروه مدیریت، موسسه آموزش عالی مازیار، رویان ایران | ||
2استادیار، گروه مدیریت، موسسه آموزش عالی مازیار، رویان ایران. | ||
تاریخ دریافت: 11 مرداد 1404، تاریخ بازنگری: 19 مرداد 1404، تاریخ پذیرش: 20 مرداد 1404 | ||
چکیده | ||
زمینه و هدف: هدف تحقیق حاضر شناسایی مؤثرترین مشوقهای مبتنی بر بازاریابی خدمات در تمایل به اکوتوریسم در پارک جنگلی سیسنگان نوشهر بوده است. روش شناسی: جامعۀ آماری تحقیق گردشگران ورودی به پارک جنگلی سیسنگان بوده که به دلیل نامحدود بودن آنها تعداد 384 گردشگر به عنوان نمونه انتخاب و پرسشنامه ها با استفاده از روش نمونه گیری در دسترس میان آنها توزیع شد. پرسشنامه طراحی و توسعۀ محصول، قیمت، مکان، ترفیع، افراد، فرآیند، شواهد فیزیکی از تحقیق ایشت و همکاران (2020)، پرسشنامۀ مشارکت و برنامه ریزی نیز از تحقیق تشوکودو (2012) و پرسشنامۀ تمایل به اکوتوریسم از تحقیق کریستیان و همکاران (2023) به دست آمده است. سپس دادهها با استفاده از روش مدلیابی معادلات ساختاری تجزیه و تحلیل شد. یافته ها: نتایج نشان داد که مؤثرترین مشوقهای مبتنی بر بازاریابی خدمات در ایجاد تمایل به اکوتوریسم در پارک جنگلی سیسنگان به ترتیب طراحی و توسعۀ محصول، مکان، قیمت، افراد، ترفیع و شواهد فیزیکی میباشد و عواملی مانند برنامه ریزی، مشارکت و فرآیند تأثیر معناداری نداشتهاند. در این میان، متغیرهای توسعه و طراحی محصول و مکان بیشترین تأثیر را بر تمایل به اکوتوریسم داشتهاند. نتیجه گیری و پیشنهادات: براساس نتایج بهدستآمده، سیاستگذاران و مدیران گردشگری پارک سیسنگان تمرکز بیشتری بر طراحی بستههای جامع گردشگری، بهبود خدمات کارکنان و توسعۀ زیرساختهای تبلیغاتی و ارتباطی داشته باشند. همچنین، بهکارگیری قیمتگذاری انعطافپذیر و ایجاد بسترهای رزرو و پرداخت آنلاین میتواند تجربۀ مشتریان را بهبود بخشیده و اکوتوریسم منطقه را به یک مزیت رقابتی پایدار تبدیل کند. نوآوری و اصالت: این پژوهش از معدود مطالعاتی است که با استفاده از انواع آمیختۀ بازاریابی خدمات به بررسی جامع عوامل مؤثر بر توسعۀ اکوتوریسم در یکی از مناطق جنگلی شمال ایران پرداخته است. همچنین، تمرکز همزمان بر نه شاخص بازاریابی، دیدی چندبعدی و بینرشتهای به موضوع فراهم کرده است. | ||
کلیدواژهها | ||
بازاریابی خدمات؛ اکوتوریسم؛ پارک جنگلی؛ بازاریابی؛ تمایل مشتری | ||
عنوان مقاله [English] | ||
Investigating and Identifying the most Effective Incentives based on Service Marketing in the Tendency to Choose Ecotourism (Case study: Sisangan Forest Park) | ||
نویسندگان [English] | ||
Amir Khazaei Pul1؛ Ali Ghorbani2 | ||
1Assistant Professor, Department of Management, Maziar Institute of Higher Education, Royan, Iran. | ||
2Assistant Professor, Department of Management, Maziar Institute of Higher Education, Royan, Iran. | ||
چکیده [English] | ||
Context and Purpose: The aim of this study was to identify the most effective incentives based on service marketing in the intention for ecotourism in the Sisangan Forest Park of Nowshahr. Design/methodology/approach: The statistical population of the study was tourists entering the Sisangan Forest Park, and 384 tourists were selected as a sample. Questionnaires were distributed using the convenience sampling method. The questionnaire on product design and development, price, place, promotion, people, process, and physical evidence was obtained from Eshete et al. (2020), the partnership and programming was obtained from Tshukudu (2012), and the ecotourism intention questionnaire was obtained from the research of Christian et al. (2023). Then, the data were analyzed using the structural equation modeling method. Findings: The results showed that the most effective incentives based on service marketing in creating a desire for ecotourism in Sisangan Forest Park are product design and development, location, price, people, promotion, and physical evidence, respectively, and factors such as planning, participation, and process did not have a significant effect. Among them, the variables of product development and design, and location had the greatest impact on the desire for ecotourism. Conclusion: Based on the results obtained, policymakers and tourism managers of Sisangan Park should focus more on designing comprehensive tourism packages, improving employee services, and developing advertising and communication infrastructures. Also, applying flexible pricing and creating online reservation and payment platforms can improve customer experience and turn ecotourism in the region into a sustainable competitive advantage. Originality/value: This research is one of the few studies that has comprehensively examined the factors affecting the development of ecotourism in one of the forest areas of northern Iran using various types of service marketing mixes. Also, focusing simultaneously on nine marketing indicators has provided a multidimensional and interdisciplinary view of the subject. | ||
کلیدواژهها [English] | ||
Services marketing, Ecotourism, Forest park, Marketing, Customer intention | ||
مراجع | ||
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