نوع مقاله : پژوهشی
1 دانشجوی دکترا، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
عنوان مقاله [English]
The purpose of this research is the discoveries and strategies of tourism services. This research is of an applied type in terms of purpose and qualitative research in terms of method according to the research questions. Since the provision of organic services in tourism is a new topic, to discover its causes and consequences, the qualitative research method "Foundation Data Theory" with the systematic approach of Strauss and Corbin (1998) has been used. The qualitative research method is an exploratory type of research in terms of the nature of the present researcher. Such services are free from the use of technology and their disadvantages. which include electromagnetic, mobile and environmental pollutants. To use the results of a better solution for the development of the tourism industry. The statistical research community of experts and experts who have scientific and practical knowledge in rural ecotourism and nature tourism services. The data collection tool was an interview, which was conducted in structured internal interviews. The sampling method is snowball. which reached the saturation limit with a total of 13 people. In the foundational data method, a three-step code process is used to analyze qualitative data. The first step is coding. In this part, with the detailed analysis of information and interview data, naming and classification of data is done and labeled. From open code, one gets a detailed understanding of concepts and, as a result, categories. When classifying in each category, the concepts should be conceptualized one by one after separating the labels and raw data through a detailed examination of the text of the interviews. Then, through central coding, the categories are linked to links. In the end, after the relationship between the categories is determined through open coding and focal coding, a sub-category and the relationship between them are determined through the coding of the main categories, so that finally the research theory model is selected. The results obtained from the research show that the strategies on organic in the tourism industry are six categories, which are found out of a total of 116 concepts, and the phenomena that are the basis of these services are found out of 61 concepts, which include four categories.
As a result of the coding’s, four main factors of the phenomenon were identified, which include: covering manners and lifestyles, celebrations and cultural rituals, showing and teaching culture and art, holding events and recreational cultural sports activities. The identification of these phenomena has generally been in line with some previous researches and ecotourism centers, but until now, the title of organic tourism and the classification of such services in a comprehensive title and definition (organic services) had not been done with this research to explain this phenomenon. was paid. The identified drivers were classified and explained in six categories, which include: personalization of local services, hospitality instead of hospitality, targeted advertising, mention by famous authorities, word-of-mouth advertising, quality in cleanliness and hygiene. By knowing the strategies identified in this research and explaining them by officials at different levels as well as those involved and active in the field of tourism, they can provide the best conditions for growth and prosperity for this dynamic industry. The industry has been scientifically and practically, they have had a successful presence at the national and global level. Although these guidelines have been used in the literature and research of other centers in the world, but the strategies obtained in this research are specifically obtained from the experiences of experts and the available information from tourism in the Iranian market and have a specific reflection from domestic and foreign tourists who They have used Iran's eco-tourism services. Also, the approach of providing organic services explains the difference with other services and this itself can provide a basis for creating and expanding and identifying as well as possible at the national and international level. So by using and understanding these strategies and making better use of the phenomena identified at the micro and macro level and introducing them to the practitioners of this field, let us witness the increasing development of this industry at the national and international macro level, and one of the benefits and consequences of this industry. To make optimal use and increase our share of this global market and reduce dependence on the oil industry and have a greater share of the sustainable economy. By using the phenomena identified from the research, organic tourism services can be developed in the places where these phenomena are more, and by expanding the phenomena and creating creativity in applying them in the direction of tourism development, they can be used. Also, the identified guidelines He sought to improve and expand organic tourism services and developed tourism as best as possible by focusing on these strategies by those involved and in charge.