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تحلیل محتوای کمی ویدیوهای گردشگری اینستاگرام بر پایۀ قاببندی، نشر نوآوری و استفاده و رضایتمندی | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 11، دوره 3، شماره 2 - شماره پیاپی 5، مهر 1404، صفحه 269-291 اصل مقاله (830.08 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.30303.1091 | ||
| نویسندگان | ||
| ندا زرندیان* 1؛ محبوبه خوش اخلاق جانبهان2 | ||
| 1استادیار، گروه جغرافیای انسانی و برنامه ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران | ||
| 2دانشجوی دکتری گردشگری، گروه جغرافیای انسانی، دانشکده جغرافیا، دانشگاه تهران. | ||
| تاریخ دریافت: 04 آبان 1404، تاریخ بازنگری: 29 آبان 1404، تاریخ پذیرش: 15 آذر 1404 | ||
| چکیده | ||
| زمینه و هدف: در عصر دیجیتال، رسانههای اجتماعی بهویژه اینستاگرام نقش محوری در بازاریابی گردشگری یافتهاند. با وجود تولید انبوه محتوای گردشگری فارسی در این پلتفرم، مطالعات کمی به تحلیل نظاممند این محتواها پرداختهاند. این پژوهش با هدف تحلیل رابطۀ ویژگیهای محتوایی و فنی ویدیوهای گردشگری اینستاگرام با میزان تعامل کاربران، با اتکا بر چارچوب نظری تلفیقی (قاببندی، انتشار نوآوری و استفاده و رضایت) انجام شد. روششناسی: این پژوهش از نوع کاربردی و با رویکرد توصیفی-تحلیلی است. دادهها به روش میدانی و از طریق تحلیل محتوای کمی ۴۰۰ ویدیو از ۸ صفحۀ پرمخاطب گردشگری فارسی که با نمونهگیری سیستماتیک انتخاب شدند، گردآوری شد. ابزار پژوهش، یک فرم کدگذاری محققساخت بود که روایی و پایایی آن تأیید گردید. دادهها با نرمافزار SPSS و با استفاده از آمار توصیفی و آزمونهای استنباطی (کای-اسکوئر، تحلیل واریانس و همبستگی پیرسون) تحلیل شدند. یافتهها: مهمترین یافتهها نشان داد قاببندی اطلاعاتی (۸.۷۷۴) نرخ تعامل بالاتری از قاببندی عاطفی (۳.۲۰۸۴) دارد. وجود چهرۀ انسان تأثیر منفی و رنگهای گرم تأثیر مثبت بر تعامل داشتند. تعداد هشتگ رابطهای ضعیف، اما مثبت با تعامل نشان داد، درحالیکه مدتزمان ویدیو بیتأثیر بود. نتیجهگیری: موفقیت محتوای گردشگری در گرو تلفیق هوشمندانۀ اطلاعات کاربردی، عناصر بصری جذاب و بهینهسازی فنی است. نوآوری و اصالت: این پژوهش بهعنوان نخستین مطالعۀ کمی گسترده در این حوزه، مدلی یکپارچه برای تحلیل محتوای گردشگری دیجیتال ارائه میدهد. | ||
| کلیدواژهها | ||
| گردشگری؛ بازاریابی محتوایی؛ اینستاگرام؛ تحلیل محتوا؛ نظریه قاب بندی | ||
| عنوان مقاله [English] | ||
| Quantitative Content Analysis of Instagram Tourism Videos Based on Framing, Diffusion of Innovations and Uses and Gratifications | ||
| نویسندگان [English] | ||
| Neda Zarandian1؛ Mahboubeh Khoshakhlagh Janbahan2 | ||
| 1Assistant Professor, Department of Human Geography, Faculty of Geography, University of Tehran, Tehran, Iran | ||
| 2PhD student, Tourism Department, Department of Human Geography, Faculty of Geography, University of Tehran. | ||
| چکیده [English] | ||
| Context and Purpose: This research aimed to quantitatively and systematically analyze tourism videos published on Iranian Instagram and explore the relationship between their content and technical features and user engagement. It utilized an integrated theoretical framework of framing, diffusion of innovations, and uses and gratifications theory. Design/methodology/approach: The research is a quantitative content analysis. 400 Instagram videos were selected using systematic sampling and analyzed with a coding form based on qualitative and quantitative indicators. Data were processed with SPSS, and Chi-square, ANOVA, and Pearson correlation tests were used to answer the research questions. Finding: The results showed that informational framing had a significantly higher engagement rate than emotional/affective framing; the presence of a human face was associated with a decrease in the engagement rate; warm colors had a positive and significant effect on engagement; the number of hashtags showed a weak but significant relationship with likes and engagement rate; and video duration had no significant relationship with interactive metrics. Conclusion: The success of tourism content requires a synergy between providing practical information, visual design (warm palettes), and intelligent use of dissemination mechanisms (targeted hashtagging). It is suggested that content creators focus on providing practical information and purposeful use of hashtags, and that future research uses mixed methods to explore user motivations and the role of the platform's algorithm. Originality/value: This research is the first large-scale quantitative analysis of Persian tourism videos that, by integrating three complementary theories, tests the link between content design, dissemination mechanisms, and audience satisfaction within a single, unified model. | ||
| کلیدواژهها [English] | ||
| Tourism, Content Marketing, Instagram, Content Analysis, Framing Theory | ||
| مراجع | ||
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