ارائه الگوی برندسازی شهری با رویکرد توسعه گردشگری مطالعه موردی:شهر شیراز

نوع مقاله : مقاله های برگرفته از پایان نامه

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

2 دانش‌آموخته دکتری مدیریت بازرگانی (بازاریابی)، دانشگاه یزد، یزد، ایران

3 دانشیار گروه جغرافیا و برنامه‌ریزی شهری، دانشگاه یزد، یزد، ایران

4 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

چکیده

      برندسازی مقصد گردشگری یکی از استراتژی­های موثر در جذب گردشگر و ابزاری کارآمد جهت بازاریابی  مقاصد گردشگری است. در همین راستا پژوهش حاضر با هدف تدوین و ارائه الگوی برندسازی شهری با رویکرد توسعه گردشگری در شهر شیراز انجام شده­است. پژوهش حاضر از نوع پژوهش­های آمیخته (کیفی و کمی) است که با استفاده از رویکرد مبتنی بر نظریه داده بنیاد انجام شده است. جامعه آماری شامل مدیران ارشد فعلی یا سابق سازمان میراث فرهنگی و گردشگری، نمایندگان مجلس شورای اسلامی و نمایندگان شورای شهر می­باشند که در بخش کیفی با روش گلوله برفی 16 نفر و در بخش کمی با روش تصادفی ساده  73 نفر به عنوان نمونه مورد مطالعه انتخاب شده­است. ابزار جمع­آوری داده­ها، مصاحبه­های نیمه ساختاریافته و پرسشنامه می­باشد. تجزیه و تحلیل داده­ها در سه مرحله کدگذاری باز، محوری و انتخابی و با استفاده از نرم افزارمکس کیودا تحلیل و مدل کیفی پژوهش از دل الگوهای ذهنی و نظرات افراد استخراج شد و نهایتاً در بخش کمی جهت اطمینان از صحت الگوهای اندازه­گیری متغیرها از الگوسازی معادلات ساختاری با استفاده از نرم افزار PLS استفاده شده است. یافته­های پژوهش منجر به شناسایی شرایط علی، شرایط زمینه­ای، شرایط مداخله­گر و همچنین راهبردها و پیامدهای برندسازی شهر شیراز شد مشخص گردید که نتایج حاکی از تایید همه مقوله­های شناسایی شده می­باشد به طوری که در شرایط علی متغیر رقابت پذیری با ضریب 577/0، در شرایط مداخله­گر متغیر نقش دولت با ضریب 504/0، در شرایط زمینه­ای متغیر جاذبه های گردشگری با ضریب 336/0، در رابطه با راهبردها متغیر تدوین مکانیزم برندسازی با ضریب 542/0 و در رابطه با پیامدها عامل دستاوردهای اجتماعی با ضریب 606/0 بیش­ترین نقش را در تبیین مدل برندسازی شهر شیراز داشته­اند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a City branding model with a tourism development approach in Shiraz

نویسندگان [English]

  • saeid saeida ardekani 1
  • fatemeh ghanbari 2
  • mohammad reza rezaaei 3
  • Alireza Rajabipoor Meybodi 4
1 . Professor, Department of Business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
2 Graduate Doctorate in Business Administration (Marketing), University of Yazd, Iran
3 Associate Professor, Department of Geography and Urban Planning, Yazd University, Yazd, Iran
4 Department of Business Administration, Faculty of Economics, Management and Accounting, University of Yazd, Iran
چکیده [English]

Tourism destination branding is one of the effective strategies for attracting tourists and an effective tool for marketing tourism destinations. In this regard, the present study aimed to formulate and present a model of urban branding with the approach of tourism development in Shiraz. The present research is a kind of mixed (qualitative and quantitative) research that is based on the data-based approach. The statistical population includes current or former senior managers of the Cultural Heritage and Tourism Organization, Islamic Consultative Assembly and City Council representatives, in the qualitative part with 16 snowball method and in the quantitative part with simple random method 73 person as the study sample. Selected. Data were collected through semi-structured interviews and questionnaires. Data analysis was done in three stages of open coding, axial and selective coding using Max Keyuda software and the research qualitative model was extracted from the subjective patterns and opinions of the individuals. Structural equation modeling using PLS software was used. The findings of the research led to identifying causal conditions, contextual conditions, intervening conditions, as well as strategies and consequences of branding in Shiraz. Competitiveness variable with coefficient of 0.777, in the intervening variable role of government with coefficient of 0.504, in context of variable variables of tourist attractions with coefficient of 0.336, in relation to strategies formulation of branding mechanism with coefficient of 0.542. 0 and in relation to the consequences social achievement factor with 0.606 has the most role in explaining the branding model of Shiraz.

کلیدواژه‌ها [English]

  • City branding
  • Tourism
  • Grounded theory
  • Shiraz City
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