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تاملی آینده پژوهانه در صلاحیت حرفه ای بازاریابی گردشگری با نگاهی بر توسعه پایدار | ||
| برنامه ریزی و توسعه گردشگری | ||
| مقاله 3، دوره 12، شماره 45، مرداد 1402، صفحه 51-85 اصل مقاله (810.63 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2023.24728.3765 | ||
| نویسندگان | ||
| زهرا ترابی1؛ سعید سعیدا اردکانی* 2؛ سید حسن حاتمی نسب1 | ||
| 1گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران. | ||
| 2گروه مدیریت بازرگانی، دانشگاه یزد، یزد، ایران. | ||
| چکیده | ||
| زمینه و هدف: با توجه به کمبود مطالعات نظری در حیطۀ چیستی صلاحیت حرفهای بازاریابی گردشگری، در این مقاله به بررسی تأملی آیندهپژوهانه در صلاحیت حرفهای بازاریابی گردشگری با نگاهی بر توسعۀ پایدار پرداخته شده است. روش‌شناسی: داده‌های مورد نیاز از دو بخش ادبیات پژوهش به منظور شناسایی شاخص‌های صلاحیت حرفهای (بازاریابی) گردشگری و نیز نظرات 9 تن از مدیران ارشد سازمان‌های دولتی و شرکت‌های معتبر گردشگری برای شناسایی ساختار بومی شاخص‌ها گرداوری گردید. برای شناسایی شاخص‌ها، از ابزار تحلیل محتوای استقرائی و به منظور ارائۀ مدل بومی از ابزار تحلیل مضمون در نرمافزار مکس کیو دی ای استفاده شده است. یافته‌ها: نتایج نشان داد که صلاحیت حرفهای فعالان در صنعت گردشگری را می‌توان مبتنی بر 88 شاخص مهارتی، دانشی، ویژگی‌های شخصیتی، نگرشی، انگیزشی و عمومی مورد ارزیابی قرار داد. همچنین نتایج نشان دادند که نظام صلاحیت حرفهای بازاریابی گردشگری کشور در بردارندۀ شش بعد مهارت‌ها، دانش و اطلاعات، شاخص‌های رفتاری، شایستگی‌های عام، قابلیت‌های مدیریتی و عوامل افزاینده کمکی بوده است. نتیجه‌گیری و پیشنهادات: صنعت گردشگری و بازاریابی گردشگری عملاً بدون وجود افرادی که توانمند در نشان دادن انعطاف رفتاری بوده و سطح اعتمادبهنفس و خلاقیت بالایی داشته باشند قادر نخواهد بود تا بر رفتارها و تصمیمات مشتریان اثرگذار باشد. ضمن این‌که توانمندی رهبری به وجود قابلیت‌های کاریزماتیک در فرد اشاره داشته و عملاً وجود چنین قابلیت‌ها و ویژگی‌هایی به معنای توانمندی در اثرگذاری عمیق بر دیگران می‌باشد. نوآوری و اصالت: مسألۀ صلاحیت حرفهای در صنعت گردشگری امری به شدت حیاتی محسوب می‌گردد. علیرغم این اهمیت، بررسی‌ها نشان می‌دهد که توجه نظری چندانی به مسألۀ صلاحیت حرفهای بازاریابی گردشگری و شاخص‌های مؤثر سنجش چنین صلاحیتی در کشور وجود ندارد که مطالعۀ حاضر به دنبال رفع این شکاف تحقیقاتی در میان مطالعات داخلی می‌باشد. | ||
| کلیدواژه‌ها | ||
| "صلاحیت حرفه ای"؛ "تحلیل مضمون"؛ "تحلیل محتوای استقرائی"؛ "صنعت گردشگری"؛ "توسعه پایدار" | ||
| عنوان مقاله [English] | ||
| A Future-researched Reflection on the Tourism Marketing Professional Competence System with a View to Sustainable Development | ||
| نویسندگان [English] | ||
| Zahra Torabi1؛ Saeid Saeida Ardekani2؛ Seyed Hassan Hataminasab1 | ||
| 1Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran. | ||
| 2Department of Business Management, Yazd University, Yazd, Iran. | ||
| چکیده [English] | ||
| Context and Purpose: Considering the lack of theoretical studies in the field of tourism marketing professional competence, the present study has discussed a future-oriented reflection on tourism marketing professional competence with a view to sustainable development. Design/methodology/approach: The required data were collected from two parts of the research literature to identify the indicators of professional qualification (marketing) of tourism, as well as the opinions of nine senior managers of government organizations and reputable tourism companies to identify the local structure of the indicators. In order to identify the indicators, the inductive content analysis tool was used, and to present the native model, the theme analysis tool was used in the Max QDA software. Findings: The findings of the study showed that the professional competence of tourism industry activists can be evaluated based on 88 skills, knowledge, personality, attitudinal, motivational, and general indicators. Moreover, the results showed that the country's tourism marketing professional qualification system included six dimensions of skills, knowledge and information, behavioral indicators, general competencies, management capabilities, and auxiliary enhancing factors. Conclusions: The tourism industry and tourism marketing will not be able to influence the behavior and decisions of customers without the presence of people who can show behavioral flexibility and have a high level of self-confidence and creativity. In addition, the ability of leadership refers to the existence of charismatic abilities in a person, and the existence of such abilities and characteristics means the ability to deeply influence others. Originality/value: The issue of professional competence in the tourism industry is considered extremely vital. Despite this importance, the studies show that there is not much theoretical attention to the issue of tourism marketing professional competence and the effective indicators of measuring such competence in the country, and the present study seeks to solve this gap among domestic studies. | ||
| کلیدواژه‌ها [English] | ||
| "Professional competence", "theme analysis", "inductive content analysis", "tourism industry", "sustainable development" | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 190 تعداد دریافت فایل اصل مقاله: 125 |
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