تبیین الگوی راهبردی برند سازی شهری در صنعت گردشگری

نوع مقاله: مستخرج از رساله

نویسندگان

1 دانشجوی دکتری ، گروه مدیریت بازرگانی ، واحد رودهن ، دانشگاه آزاد اسلامی ، رودهن ، ایران.

2 استادیار گروه مدیریت ، واحد فیروزکوه ، دانشگاه آزاد اسلامی،فیروزکوه ،ایران.

3 استادیارگروه مدیریت صنعتی ، واحد تهران مرکزی ، دانشگاه آزاد اسلامی ،تهران، ایران. ا

چکیده

در دنیای رقابتی امروز نیازشهرها برای مطرح شدن و ماندگاری درعرصه رقابت، نگاه به شهر به عنوان یک محصول را امری اجتناب ناپذیرمی کند، برند سازی شهری به عنوان رهیافتی جدید درحوزه گردشگری شهری شناخته می شود.برند شهری، دارایی مهمی برای معرفی مقصد گردشگری، توسعه پایدار شهری و وجه تمایز بین شهرهاست.با ایجاد برند برای یک شهر، جایگاه شهر به عنوان محلی برای اقامت، کسب وکار و مقصد گردشگری تعریف می شود و هدف، تبیین الگوی راهبردی برند سازی شهری در صنعت گردشگری است. روش این پژوهش آمیخته اکتشافی است که ازطریق راهبردهای کیفی مدل مفهومی بدست آمده وسپس از طریق راهبردهای کمّی برازش مدل و تحلیل ها صورت گرفته است. در مرحله کیفی با بهره گیری از نظرات 22 نفر از خبرگان و کارشناسان و تکیه بر منابع مطالعاتی، چارچوب الگو ارائه و اعتبارسنجی شد و سپس در مرحله کمی با استفاده از پرسشنامه توزیع شده میان 456 نفر از کارشناسان واساتیدحوزه مدیریت شهری،برندسازی وگردشگری اجرا شده است.تحلیل اطلاعات شامل سه عملیات اصلی می باشد: ابتدا شرح و آماده سازی داده های لازم برای آزمون فرضیه ها، سپس تحلیل روابط میان متغیرها و نهایتا به مقایسه نتایج مشاهده شده با نتایجی که فرضیه ها انتظار داشتند پرداخته شده است. ایجادراهبردهای مدرن توسعه شهری، الگوسازی شهری، بازاریابی داخلی، برگزاری جشنواره هاو رویدادهای علمی، تدوین شاخص های گردشگری، شناسایی ومعرفی جاذبه های شهری بر تبیین راهبرد برندسازی شهری موثر است.برند سازی متناسب شهری سطح جدیدی از کیفیت درراهبرد، روابط جامع ،خلاقیت ،تنوع وانعطاف پذیری را فراهم می کند.

کلیدواژه‌ها


عنوان مقاله [English]

Explanation the Strategic Pattern of Urban Branding in the Tourism Industry

نویسندگان [English]

  • Romina Rabani 1
  • Seyyed Mehdi Jalali 2
  • Hassan Mehrmanesh 3
1 Ph.D. student, Department of Business Management, Roodehen Department, Islamic Azad University, Roodehen, Iran.
2 Assistant Prof, Department of Management, FiruzKuh Branch, Islamic Azad University, Firuzkuh, Iran
3 Assistant Prof,Department of Industrial ManagemenAssistant Prof,Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.t, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

In today's competitive world, cities need for mentioning and Durability in competitive level, look at a city as a product makes it inevitable, Urban Branding is recognized as a new approach in the field of urban tourism. Urban brand is an important asset for introducing tourism destination, sustainable urban development and the distinction between cities.by creating a brand for the city, city position is defined as a place for stay, business and Tourism destination. The purpose is explanation the strategic pattern of urban branding in the tourism industry. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 22 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 456 experts in the field of urban management, branding and tourism. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. Modern urban development strategies, urban modeling, domestic marketing, holding festivals and scientific events, developing tourism indicators, identifying and introducing urban attractions are effective in explaining urban branding strategies. Proportional urban branding provides a new level of quality in strategy, comprehensive relationships, creativity, diversity and flexibility.

کلیدواژه‌ها [English]

  • Branding
  • Urban brand
  • strategy
  • tourism industry
 
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