طراحی مدل علی خلق ارزش در صنعت گردشگرای با تاکید بر توان بوم شناسی

نوع مقاله : علمی-پژوهشی

نویسندگان

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

2 استادیار، گروه مدیریت بازرگانی، واحد بندر عباس، دانشگاه آزاد اسلامی، بندرعباس، ایران.

3 استادیار، گروه مدیریت بازرگانی، دانشگاه هرمزگان، هرمزگان، ایران.

چکیده

پژوهش حاضر با هدف طراحی مدل علی خلق ارزش در صنعت گردشگری با تأکید بر توان بوم‌شناسی است. از نظر فلسفه پژوهش پارادایم خردگرایی، هدف کاربردی از نظر روش در زمره پژوهش‌های آمیخته اکتشافی قرار دارد. ابزار پژوهش مصاحبه و پرسشنامه بوده است و در دو بخش کیفی (تحلیل محتوا و دلفی) و کمی اجرا گردید. با مرور ادبیات نظری، مؤلفه‌‌های مدل شناسایی و با استفاده از روش تحلیل محتوا مقوله‌بندی صورت گرفت. برای تأیید و اجماع مؤلفه‌‌ها، عوامل برگرفته از ادبیات از طریق پرسشنامه دلفی به قضاوت خبرگان گذاشته شدند. جامعه آماری دلفی شامل 30 نفر از استادان هیئت ‌علمی دانشگاه‌های معتبر کشور و همچنین مدیران، کارشناسان و بازاریابان فعال در حوزه گردشگری در شهر ایلام بود که با استفاده از روش نمونه‌گیری هدفمند انتخاب شدند. در بخش کمی نیز 384 نمونه­ از گردشگران با روش نمونه‌گیری در ‌دسترس انتخاب شدند. در نهایت روابط بین متغیرها، با استفاده از نرم‌افزار اسمارت پی. ‌ال. اس تحلیل شد. در این مطالعه 34 عامل فرعی در 9 عامل اصلی شناسایی شد. بالاترین رتبه به ‌مؤلفه‌ برنامه پایداری (12/25) در نمره‌­دهی اختصاص دارد. بعد از آن مؤلفه‌ تعاملات آنلاین قرار دارد (88/24). دو مؤلفه‌ بخش‌بندی مشتری و دریافت بازخورد در رتبه آخر قرار دارند (65/4). نتایج می­تواند به‌عنوان الگویی برای پیاده‌سازی خلق ارزش استفاده گردیده و زمینه را برای رشد و توسعة هرچه بیش‌تر در صنعت گردشگری را فراهم کرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Causal Model of Value Creation in the Tourism Industry with an Emphasis on the Power of Ecology, Case Study: Ilam City

نویسندگان [English]

  • rahim rostami 1
  • Payam Paslari 2
  • Vahid Makizadeh 3
1 Ph. D Student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.
2 Assistant Professor,, Department of Business Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran.
3 Assistant Professor, Department of Business Management, University of Hormozgan, Hormozgan, Iran.
چکیده [English]

The purpose of this research is to design a causal model of value creation in the tourism industry with an emphasis on the power of ecology. In terms of the research philosophy of the rationalism paradigm, the practical goal in terms of the method is in the category of exploratory mixed research. The tools of this research are interviews and questionnaires. This research was conducted in two qualitative (content analysis and Delphi) and quantitative sections. By reviewing the theoretical literature, the components of the model were identified. It was done using the method of categorical content analysis, and also to confirm and agree on the components, the factors extracted from the literature were put to the judgment of experts through a Delphi questionnaire. The Delphi statistical population including 30 professors from the prestigious universities of the country as well as managers, experts and marketers active in the field of tourism in Ilam province were selected by targeted non-probability sampling method. In the quantitative part, 384 samples of tourists were selected using a non-probability method. Finally, the relationships between the variables, using Smart Pay software. L. S was analyzed. Based on literature review, 34 sub-factors were identified in 9 main factors. The highest rank is assigned to the sustainability program component (25/12) in the scoring. After that is the online interaction component (24/88). The two components of customer segmentation and receiving feedback are ranked last (4. 65). The results can be used as a model for the implementation of value creation, thus providing the ground for further growth and development in the tourism industry. growth and development in the tourism industry.

کلیدواژه‌ها [English]

  • Value Creation
  • Tourism Industry
  • Ilam City
  • Ecology

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  • تاریخ دریافت: 09 اردیبهشت 1402
  • تاریخ بازنگری: 04 تیر 1402
  • تاریخ پذیرش: 09 تیر 1402

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