مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تاثیر بازاریابی هوشمند درصنعت گردشگری ایران

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران
2 گروه مدیریت بازرگانی، واحد لامرد، دانشگاه آزاد اسلامی، لامرد، ایران
3 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، شهر قدس، ایران
چکیده
هدف پژوهش حاضر « تاثیر بازاریابی هوشمند درصنعت گردشگری ایران» است؛ بازاریابی هوشمند به عنوان یک رویکرد نوین در صنعت گردشگری ایران، تأثیرات قابل توجهی بر کیفیت خدمات، سیاست‌گذاری‌های بازاریابی و تجربه گردشگران داشته است. این نوع بازاریابی با بهره‌گیری از داده‌های بزرگ و تحلیل‌های پیشرفته، به کسب‌وکارهای گردشگری این امکان را می‌دهد که نیازها و انتظارات واقعی مشتریان را شناسایی کرده و خدمات خود را بهبود بخشند. بهبود کیفیت خدمات از طریق نظرسنجی‌ها، تحلیل رفتار مشتری و استفاده از فناوری‌های نوین، منجر به افزایش رضایت گردشگران شده است. روش پژوهش برحسب هدف، کاربردی؛ برحسب نوع داده، کمی؛ برحسب زمان گردآوری داده، مقطعی و برحسب روش گردآوری داده‌ها و یا ماهیت و روش پژوهش، توصیفی - پیمایشی می‌باشد. جامعه آماری تحقیق جامعه تقریبی ٤٠٠٠٠ نفری در استان تهران بود، و طبق فرمول کوکران ٣٨١ نفر که شامل صاحبان‌، کارکنان و مدیران شرکت‌های تورهای مسافرتی در شهر تهران می‌باشد که از روش نمونه‌گیری تصادفی ساده انجام شد ه است. براین‌اساس تعداد تحلیل در بخش کمی، داده‌ها، بر اساس تحلیل عاملی تأییدی با استفاده از نرم‌افزار معادلات ساختاری AMOS به تحلیل ساختار عاملی مدل پرداخته شد. نتایج پژوهش نشان داده شده است که بازاریابی هوشمند درصنعت گردشگری ایران شامل کیفیت خدمات، سیاست گذاری بازاریابی و تجربیات گردشگری بوده است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Impact of Smart Marketing on the Tourism Industry in Iran

نویسندگان English

Fatemeh Ahmadi 1
Ahmad Askari 2
Alireza Rosta 3
1 Department of Business Administration, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 Department of Business Administration, Lam.C., Islamic Azad University, Lamerd, Iran
3 Department of Business Administration, ShQ.C., Islamic Azad University, Shahr-e-Quds, Iran
چکیده English

The aim of the present research is "the impact of smart marketing in the tourism industry of Iran." Smart marketing, as a modern approach in Iran's tourism sector, has had significant effects on service quality, marketing policies, and tourist experiences. This type of marketing utilizes big data and advanced analytics, enabling tourism businesses to identify the actual needs and expectations of customers and improve their services. Enhancements in service quality through surveys, customer behavior analysis, and the use of new technologies have led to increased tourist satisfaction. The research methodology is applied in terms of purpose; quantitative regarding data type; cross-sectional concerning the timing of data collection; and descriptive-survey based on the nature and method of the research. The statistical population of the study consisted of approximately 40,000 individuals in Tehran province, and according to Cochran's formula, a sample of 381 people was selected, including owners, employees, and managers of travel tour companies in Tehran, using simple random sampling. Accordingly, the quantitative data analysis was conducted based on confirmatory factor analysis using AMOS structural equation modeling software. The results of the research indicate that smart marketing in Iran's tourism industry includes service quality, marketing policy, and tourist experiences. The findings showed that the standardized factor loadings of the model exhibited very good values and that all significance coefficients also displayed significant values. Additionally, these factors provided further validation for the model and the dimensions and components used.

کلیدواژه‌ها English

Marketing Mix
Marketing
Cultural Development
Tourism Industry
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دوره 6، شماره 2 - شماره پیاپی 28
تابستان 1404
صفحه 288-302

  • تاریخ دریافت 31 مرداد 1403
  • تاریخ بازنگری 23 مهر 1403
  • تاریخ پذیرش 24 آبان 1403