با همکاری مشترک دانشگاه پیام نور و انجمن مدیریت دولتی ایران و انجمن مدیریت رفتار سازمانی

نوع مقاله : اکتشافی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

4 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

چکیده

در اوضاع کنونی کشور که تحریم‌های متعدد و نابسامانی‌های اقتصادی چرخ تولید داخلی را با مشکلاتی همراه کرده، گرایش به طراحی برند مصنوعات بومی و فرهنگی با رویکرد تجلی ارزش‌ها و تبلور قابلیت‌های گردشگری با رویکرد بهره‌وری از نتایج طرح آمایش استانی، همسو با موازین شعار جهش تولید مقام معظم رهبری (مدظله‌العالی) بوده که لازمه آن کشف مقوله‌های مرتبط با برندسازی علمی است. لذا، پژوهش حاضر در پی تدوین و تبیین مدل برندینگ مصنوعات فرهنگی استان با رویکرد داده‌بنیاد است. ابزار جمع‌آوری داده‌ها، مصاحبه نیمه‌ساختار یافته بود که از روش نمونه‌گیری گلوله برفی با 19 نفر از خبرگان انجام شد. تجزیه و تحلیل داده‌ها در سه مرحله کدگذاری باز، محوری، انتخابی و با نرم‌افزار مکس کیودا تحلیل و مدل کیفی پژوهش از دل الگوهای ذهنی و نظرات افراد استخراج شد، جهت تبیین الگو از نرم‌افزار پی.ال.اس اسمارت 3 استفاده شد. نتیجه این تحلیل، استخراج بالغ‌بر 125 کد اولیه از مصاحبه‌ها و نیز احصای 50 مفهوم و 6 مقوله اصلی است که در قالب مدل پارادایمی ارائه و نهایتاً با اجرای راهبرد مستنتج شده مبنی بر برندسازی با تأکید بر هویت بصری مصنوعات فرهنگی، ضمن تأمین ارزش و رضایت مورد انتظار مشتری، می‌توان به وفاداری مشتری و آگاه‌سازی ارزش محصول در سطح بازار و جذب و تجربه خرید بیشتر گردشگر امیدوار بود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing and Explaining the Tourism Branding Model with Cultural Approach

نویسندگان [English]

  • Matineh Moghaddam 1
  • Mirza Hassan Hosseini 2
  • Mousa khademi 3
  • Aliakbar Jowkar 4

1 Ph.D. Candidate, Department of Business Management, Payame Noor University, Tehran, Iran.

2 Professor, Department of Business Management, Payame Noor University,Tehran, Iran.

3 Assistant Prof, Business Management, Payame Noor University, Tehran, Iran.

4 Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran.

چکیده [English]

In the current situation of the country, which has been accompanied by numerous sanctions and economic turmoil, the tendency to design a brand of indigenous and cultural artifacts with the approach of manifesting values and crystallizing tourism capabilities with the approach of productivity of the results of the provincial planning plan, is in line with the criteria of the slogan of production of the Supreme Leader, which requires the discovery of categories related to scientific branding. Therefore, the present study seeks to develop and explain the branding model of the province's cultural artifacts with a grounded approach. The data collection instrument was a semi-structured interview that was conducted through snowball sampling method with 19 experts. Data analysis was done in three stages of open, axial, and selective coding, and the data were analyzed through MAXQDA2020 software and the qualitative model of the research was extracted from the individuals’ mental patterns and opinions. PLS SMART3 software was used to explain the model. The result of the analysis is the extraction of 125 initial codes from interviews as well as the enumeration of 50 concepts and 6 main categories that are presented in a paradigm model, and finally, by implementing the resulting branding strategy with an emphasis on the visual identity of cultural artifacts, while providing values and the expected customer satisfaction, we can hope for customer loyalty and awareness of product value at the market level and attract more tourist shopping experience.

کلیدواژه‌ها [English]

  • Branding
  • Cultural Approach
  • Grounded Theory
  • Lorestan Province
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