Identifying and analyzing the affecting factors of word-of-mouth advertising in destination marketing based on Rough Set Theory and Netnography (Case study: Shiraz, Isfahan, Tehran)

Sajadian, Fatemeh; Sheikh, Reza; Souri, Mohammad Ehsan

doi:10.22034/jtd.2020.110387

Identifying and analyzing the affecting factors of word-of-mouth advertising in destination marketing based on Rough Set Theory and Netnography (Case study: Shiraz, Isfahan, Tehran)

Document Type : Original Article

Authors

Fatemeh Sajadian ¹

Reza Sheikh ²

Mohammad Ehsan Souri ³

¹ Marketng Management, Management Department, AlZahra university, Tehran, Iran

² Associate Professor, Management Department, Shahrood university of technology, Shahrood, Iran

³ MBA Graduate, Management Department, Shahrood university of technology, Shahrood, Iran

10.22034/jtd.2020.110387

Abstract

Transfer and sharing of experiences through text ads is a feature of social networking ; So that nowadays tourists behavior in destination selection is largely influenced by the written recommendations . Analysis and interpretation of some partial comments on the Internet and virtual networks are required to use scientific tools to help managers in decision making . Netnography approach combining Rough set theory can extract patterns that govern the behavior of customers . In this study , the tourists of Shiraz, Isfahan and Tehran cities in Iran who commented in TripAdvisor.com , have been studied . Based on ethnographic approach in network and identify important factors based on results from Rosettaa software . Therefore , eight rules governing the behavior of tourists were extracted and analyzed . Finally , as a result , Attractiveness , Culture , Security , Welfare , costs and Acceptance are the most important factors are recognized .

Keywords

Rough Set Theory

Behavioral signals

Netnography

Social media

Tourism