عوامل تعیین‌کنندة موفقیت بازاریابی کششی در گردشگری غذا رهیافت فراترکیب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران

2 استادیار، دانشکدة مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران

3 استادیار گروه مشاوره، دانشکدة علوم انسانی، دانشگاه حضرت معصومه (س)، ایران،

4 کارشناسی ارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران،

چکیده

کشور ایران در حوزة گردشگری غذا قابلیت‌های منحصربه‌فرد فراوانی دارد و می‌تواند با بسیاری از کشورهای مطرح در این صنعت رقابت کند و درخصوص برخی از مواد غذایی در سطح جهان صاحب برند شود. پژوهش حاضر، به دنبال شناسایی عوامل مؤثر در موفقیت بازاریابی کششی در گردشگری غذاست. این پژوهش، از نظر هدف توسعه‌ای، از نظر روش جمع‌آوری داده‌ها توصیفی اکتشافی و همچنین روش تحقیق آن فراترکیب است. جامعة آماری شامل مقالات خارجی معتبر و دردسترس پژوهشگر در پایگاه‌های دادة آی‌اس‌آی و اسکورپوس و است که از بین آن‌ها تعداد 50 پژوهش، که با موضوع پژوهش مرتبط بودند، به‌عنوان نمونه انتخاب شدند. روش نمونه‌گیری غیرتصادفی (هدفمند) و ابزار گردآوری داده‌های پژوهش اسناد و مدارک است. روایی پژوهش با استفاده از تحلیل کَسپ و پایایی آن نیز با استفاده از ضریب کاپا بررسی و تأیید شد. گفتنی است که تحلیل پژوهش‌ها با استفاده از نرم‌افزار مکس کیودا انجام شد. یافته‌های پژوهش حاکی از آن است که برای رسیدن به موفقیت بازاریابیِ کششی در گردشگری غذا باید به ویژگی‌های غذایی، نظیر ظاهر و عطر غذا؛ شواهد فیزیکی نظیر چشم‌انداز؛ عوامل پشت صحنه نظیر فرهنگ، تاریخ و ارزش؛ سهولت سفر به مقصد نظیر دسترسی و هزینه؛ خدمات اضافی مقصد نظیر وجود راهنما، فعالیت‌های ترکیبی و سرگرمی‌ها؛ جذابیت‌های مقصد نظیر رویدادهای آشپزی، مناطق خرید، محل‌های غذاخوری و آشپزی و درنهایت به اقدامات ترویجی مقصد نظیر رسانه‌ها و تبلیغات توجه کرد.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying Factors affecting the Success of Pull Marketing in Food Tourism: Meta Synthesis

نویسندگان [English]

  • mohammad ghaffari 1
  • Maysam Shafiee Roodposhti 2
  • Abolfazl Hatami 3
  • vahid heydarpour Davisaraie 4
  • mahdi farmani 4
1 Assistant Professor, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran
2 Assistant Professor, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran
3 Assistant Professor, Department of counseling, Faculty of Human Sciences, Hazrat-e-Masoume University, Iran
4 MSc, Business management department, Faculty of Management & Accounting, Farabi Campus University of Tehran, Iran
چکیده [English]

Iran has many unique capabilities in the field of food tourism and can compete with many countries in the industry and own a brand of some foods around the world. Therefore the present study seeks to identify the factors affecting the success of traction marketing in food tourism. The present study is developmental in terms of purpose and descriptive-exploratory in terms of the data collection method. The statistical population consists of authentic foreign articles in 5 databases that were accessible to the researcher, including 50 articles related to the research topic, which were selected as samples. The method of sampling was non-random (purposive), and the data collection tools for the study are documents and papers. Validity was assessed by content validity, and reliability was estimated using Kappa coefficient, which was verified. The selected researches were entered into Max Kioda software for codification and were using Max Kioda software. The findings of the study suggest that in order to be successful in pull marketing in food tourism, one must consider food characteristics such as scent and taste, physical evidence like prospect, behind-the-scenes factors such as culture, history and value, ease of travel to destination including access and cost, additional destination services such as guides, mixing activities and hobbies, destination attractions such as food events, shopping areas, dining and catering places, and finally promotional actions such as media and advertising.

کلیدواژه‌ها [English]

  • Tourism
  • Food Tourism
  • Pull Marketing
  • Synthesis
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