دسته بندی مدل های کسب وکار پلتفرم های تور و فعالیت با استفاده از تحلیل خوشه ای

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت گردشگری دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

2 گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

3 گروه مدیریت گردشگری، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

10.22034/jtd.2019.174844.1674

چکیده

پلتفرم های تور و فعالیت، کسب وکارهای نوینی در صنعت گردشگری هستند که در چند سال اخیر بیشترین اثر را در دیجیتالی شدن بخش تور و فعالیت داشته اند. هدف این مطالعه دسته بندی مدل های کسب وکار این پلتفرم ها است. در واقع، با توجه به شناخت ناکافی از مدل های متفاوت کسب وکار پلتفرم های تور و فعالیت، تحقیق حاضر به دنبال آن است تا اشکال گوناگون بکارگیری و ترکیب عناصر مختلف مدل کسب وکار این پلتفرم ها را شناسایی کند. این پلتفرم ها در عین شباهت از لحاظ چگونگی خلق، ارایه و کسب ارزش از هم متمایز هستند. برای انجام این مطالعه از روش های کیفی و کمی استفاده شده است. ابتدا با اتکا به رهنمودهای تحلیل ریخت شناسی چارچوبی برای شناسایی عناصر اصلی مدل کسب وکار پلتفرم های تور و فعالیت طراحی شد. سپس، مدل کسب وکار 41 پلتفرم تور و فعالیت براساس چارچوب استخراجی تحلیل محتوا شد. در مرحله بعد، داده های حاصل با استفاده از تحلیل خوشه ای بررسی شد تا مدل های کسب وکار این پلتفرم ها شناسایی شود. یافته های تحقیق نشان می دهد که 5 مدل کسب وکار متفاوت را می توان برای پلتفرم های تور و فعالیت تعریف کرد: پلتفر م های جامع، پلتفرم های استاندارد کارا، پلتفرم های سفارشی راهنمایان، پلتفرم های حرفه ای تور و پلتفرم های نظیربه نظیر تجربه محور

کلیدواژه‌ها

عنوان مقاله [English]

Classification of tour and activity business models using cluster analysis

نویسندگان [English]

  • Esmaeil Ghaderi 1
  • mohammadtaghi Taghavifard 2
  • Jafar Bapiri 3
1 Tourism management department, Management and accounting faculty, Allameh Tabatabaei University
2 Industrial Management Department, Faculty of Management and Accounting, Allameh Tabatabaei University
3 Tourism Management Department, Faculty of Management and Accounting, Allameh Tabatabae'i University
چکیده [English]

Tour and activity platforms as new business phenomena in tourism industry are playing a vital role in digitizing tour and activity sector. This research aims to classify tour and activity platform business models. The emerging nature of these platforms has contributed to their business model to be unclear, at best. Therefore, this paper intends to identify different business model attribute configurations of tour and activity platforms. To carry out the research, a mixed method approach is adopted. First, an innovative framework is developed to identify the main business model elements of tour and activity platforms using literature review, archival studies and case studies. Then, business model of 41 tour and activity platforms is content analyzed using morphological analysis approach. Next, a cluster analysis is followed to classify the platforms into meaningful types. The findings show that 5 different business model types for tour and activity platforms can be recognized: Comprehensive platforms, efficient standard platforms, customized guiding platforms, professional tour platforms, experiential peer-to-peer platforms.

کلیدواژه‌ها [English]

  • "Tourism"
  • "Tour and activity platform"
  • "business model"
  • "cluster analysis"

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