نوع مقاله : مقاله پژوهشی
1 دانشجوی دکترا مدیریت بازرگانی، دانشکده مدیریت، دانشگاه الزهرا
2 دانشیار و عضو هیئت علمی دانشکده مدیریت دانشگاه شاهرود
3 دانش آموخته MBA دانشگاه صنعتی شاهرود
عنوان مقاله [English]
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 .