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تدوین اهداف بازاریابی توریسم در ایران: با رویکرد گردشگری ورزشی فعال

نوع مقاله : پژوهشی اصیل

نویسندگان

1 استاد، دانشکده مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران.

2 استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.

3 دکتری روانشناسی ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.

4 دکترای مدیریت ورزشی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، ایران، تهران.

چکیده

هدف: امروزه گردشگری به صنعتی بسیار سودآور با رشد انفجاری تبدیل شده است و می‎تواند بسیاری از مشکلات اقتصادی را حل کند. ایران پتانسیل بالایی برای بهره‌برداری از صنعت گردشگری در سطح بین‌‎المللی دارد. بنابراین، هدف تحقیق شناسایی و دسته‌بندی انواع جاذبه‌های گردشگری ایران و تدوین اهداف بازاریابی برای توسعه صنعت گردشگری ایران با استفاده از اهرم گردشگری ورزشی فعال بود.
روش: روش تحقیق، گرنددتئوری با رویکرد استراوس و کوربین بود. روش نمونه‌گیری، نمونه‌گیری نظری بود. پس از انجام 31 مصاحبه با کارشناسان صنعت گردشگری و مطالعه سایر منابع، اشباع نظری حاصل شد.
یافته‌ها: یافته‌ها نشان داد که 16 نوع جاذبه گردشگری در ایران وجود دارد: جاذبه‌های مذهبی، تاریخی، طبیعی، سلامت، تفریحی، میراثی، ورزشی، کویری، کوهستانی، حیات وحش، جزایر، روستاها، شهرها، شهری، فرهنگی-اجتماعی و خرید. نهایتاً هشت هدف بازاریابی برای افزایش گردشگران بین‌‎المللی در ایران با استفاده از اهرم گردشگری ورزشی فعال و کسب درآمد بیشتر از این صنعت تدوین شد که عبارتند از: معرفی و تبلیغ جاذبه‌های گردشگری ورزشی فعال ایران در بین گردشگران مذهبی؛ تمرکز بر گردشگران روسی و چینی با ارائه جاذبه‌های بیابانی؛ بازاریابی جاذبه‌های ماجراجویی ایران؛ ارائه جاذبه‌های مختلف ایران در یک بسته محصول در بین گردشگران بین‌‎المللی؛ بازاریابی محصولات و صنایع دستی ایرانی در بین گردشگران بین‌‎المللی؛ بازاریابی اکوتوریسم برای روستاها و شهرهای هدف گردشگری ایران؛ بازاریابی جزایر ایرانی و جاذبه‌های ورزشی آبی آنها در میان گردشگران ثروتمند بین‌‎المللی؛ و بازاریابی برای جاذبه‌های سلامت ایران.
اصالت و ابتکار مقاله: نویسندگان در این مقاله انواع جاذبه‌های گردشگری در ایران را شناسایی و دسته‌بندی کردند و تحلیلی درباره اهداف بازاریابی ضروری برای توسعه صنعت گردشگری در ایران با استفاده از اهرم گردشگری ورزشی فعال ارائه نمودند.

کلیدواژه‌ها

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دوره 3، شماره 1 - شماره پیاپی 5
دی 1401
صفحه 13-35
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