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شناخت عوامل موثر در برندسازی فرهنگ میهمان نوازی در گردشگری ایران | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 6، دوره 1، شماره 1، بهمن 1402، صفحه 89-114 اصل مقاله (849.22 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2023.26261.1003 | ||
| نویسندگان | ||
| حجت الله صادقی* 1؛ سید اسکندر صیدایی2 | ||
| 1استادیار، دانشکده علوم جغرافیایی و برنامه ریزی، دانشگاه اصفهان،اصفهان، ایران | ||
| 2دانشیار گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم جغرافیایی و برنامه ریزی، دانشگاه اصفهان، اصفهان، ایران. | ||
| چکیده | ||
| زمینه و هدف: امروزه گردشگران به واسطه برندسازی از بسیاری از مناطق بازدید می نمایند. میهمان نوازی به عنوان یک منبع توسعه گردشگری ناملموس در ایران شناخته می شود که کمتر به گردشگران معرفی شده و برنامه ریزی مناسبی نیز در این زمینه انجام نشده است. بنابراین هدف پژوهش شناخت عوامل موثر در برندسازی فرهنگ میهمان نوازی در گردشگری ایران است. روش‌شناسی: روش تحقیق توصیفی-تحلیلی و مبتنی بر گردآوری داده های میدانی است. در این پژوهش از دو روش کیفی و کمی استفاده شد. در بخش مصاحبه، 11 نفر و پرسش نامه نیز 75 متخصص حوزه گردشگری مورد مطالعه قرار گرفتند. تجزیه و تحلیل به روش تحلیل محتوا و آزمون های آماری انجام شد. یافته‌ها: نتایج نشان داد که 15 عامل در برندسازی فرهنگ میهمان نوازی در گردشگری ایران موثر است. آزمون تی تک نمونه ای نشان داد که مهمترین عامل ثبت و معرفی فرهنگ میهمان نوازی به عنوان برند گردشگری ایران با میانگین 493/4 است. همچنین دو عامل کاهش اختلافات سیاسی خارجی با میانگین 213/4 و بهبود شاخص امنیت گردشگران خارجی با میانگین 173/4 در رتبه های دوم و سوم اهمیت شناخته شده اند. مدلسازی نیز تایید نمود که عوامل موثر برندسازی فرهنگ میهمان نوازی دارای اثرکل 54/0 در رشد گردشگری ایران است. در این زمینه بیشترین تاثیرگذاری مربوط به عامل تبلیغات و معرفی جاذبه های ناملموس با تبیین 871/0 بوده است. نتیجه‌گیری و پیشنهادات: در مجموع عوامل متنوعی در برندسازی فرهنگ میهمان نوازی تاثیرگذار هستند که این عوامل به رشد گردشگری ایران نیز می توانند ختم شوند. پیشنهاد می شود که جنبه های مختلف فرهنگ میهمان نوازی جهت برندسازی آن مورد مطالعه قرار گیرد. نوآوری و اصالت: نوآوری پژوهش این است که تحقیقات کمی در حوزه برندسازی فرهنگ میهمان نوازی در ایران انجام شده و این تحقیق می تواند جز گام های اولیه در این حوزه قلمداد شود. | ||
| کلیدواژه‌ها | ||
| برندسازی؛ میهمان نوازی؛ بازاریابی؛ فرهنگ؛ گردشگری ایران | ||
| عنوان مقاله [English] | ||
| Knowing the effective factors in the branding of hospitality culture in Iran tourism | ||
| نویسندگان [English] | ||
| hojat ollah sadeghi1؛ Seyed Skandar seidaiy2 | ||
| 1Assistant Professor.Faculty of Geographical Sciences and Planning, University of Isfahan , Isfahan, Iran | ||
| 2Associate Professor Department of Geography and Rural Planning, Faculty of Geographical Sciences And Planning, University of Isfahan, Isfahan, Iran | ||
| چکیده [English] | ||
| Context and purpose: Today, tourists visit many areas due to branding. Hospitality is known as an intangible source of tourism development in Iran, which is less introduced to tourists and proper planning has not been done in this field. Therefore, the aim of the research is to identify the effective factors in the branding of hospitality culture in Iranian tourism. Design/methodology/approach: The descriptive-analytical research method is based on field data collection. Both qualitative and quantitative methods were used in this research. In the interview section, 11 people and 75 experts in the field of tourism were studied in the questionnaire. Analysis was done by content analysis and statistical tests. Findings: The results showed that 15 factors are effective in branding hospitality culture in Iranian tourism. The test showed that the most important factor is the registration and introduction of hospitality culture as a tourism brand of Iran with an average of 4.493. The two factors of reducing foreign political disputes with an average of 4.213 and improving the security index of foreign tourists with an average of 4.173 are known in the next ranks. Modeling confirmed that the effective factors of hospitality culture branding have a total effect of 0.54 d. In this context, the most influential factor was related to advertising and introducing intangible attractions with an explanation of 0.871. Conclusions: All in all, various factors are influential in the branding of hospitality culture, and these factors can also lead to the growth of Iran's tourism. It is suggested that different aspects of hospitality culture should be studied for branding. Originality/value: The innovation of the research is that little research has been done in the field of hospitality culture branding in Iran. | ||
| کلیدواژه‌ها [English] | ||
| Branding, hospitality, marketing, culture, tourism of Iran | ||
| مراجع | ||
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