تبیین مدل بازاریابی‌قومی گردشگران خارجی مطالعه موردی: شهر تهران مقالة

امروزه رشد فزاینده تجارت جهانی و جهانی‌شدن زمینه را برای بازاریابی‌قومی، مهاجرت و گردشگری فراهم کرده است. در این بین پتانسیل کشور ما با داشتن قومیت‌های گوناگون و متنوع در این زمینه بسیار قابل اهمیت است و نیاز به تبیین و طراحی مدلی از بازاریابی‌قومی برای گردشگری دارد. در این راستا پژوهش حاضر با هدف شناسایی مؤلفه‌ها و عوامل تأثیرگذار و تأثیرپذیر بر طراحی و تبیین مدل بازاریابی‌ قومی برای گردشگران خارجی و با استفاده از روش‌شناسی پژوهش آمیخته مورد تحلیل قرار گرفته است. بدین منظور، این پژوهش از ادبیات موضوع و روش فراترکیب، همچنین نظرسنجی خبرگان به کمک پرسشنامه و تکنیک دلفی، با روش نمونه‌گیری غیراحتمالی (قضاوتی و گلوله برقی) از نظرات 10 نفر از خبرگان دانشگاهی و 10 نفر از مدیران و متخصصان بازاریابی و گردشگری استفاده شده است و جهت توافق نظرسنجی از ضریب توافق کندال استفاده شده است. باتوجه با اینکه صنعت گردشگری راه‌حلی برای اقتصاد محسوب می‌شود، برای بهره‌ورکردن آن لازم است پیش‌بینی‌هایی انجام شود تا از آثار منفی آن جلوگیری شود. ما در این مقاله در واقع بر روی مدل بازاریابی‌قومی برای گردشگران خارجی تمرکز کردیم و از کالایی‌کردن غذا بهره جستیم. تا راههایی برای سودآوری بیشتر و توسعه اقتصادی بیابیم. طی مرحله کیفی، جهت رسیدن به اجماع نظر خبرگان سه مرحله تکنیک دلفی اجرا و مدل نهایی پژوهش استخراج گردیده است. یافته‌های پژوهش نشان می‌دهد که از نظر خبرگان به ترتیب ابعاد بازاریابی‌قومی، فرهنگ‌پذیری گردشگران خارجی، فرهنگ، قومیت، غذاهای قومی، در اولویت هستند.

Today, the growing global trade and globalization have paved the way for ethnic marketing, immigration and tourism. Meanwhile, the potential of our country with having different ethnicities in this field is very important and needs to be explained and designed a model of ethnic marketing for tourism. In this regard, the present study has been analyzed with the aim of identifying the components and factors affecting the design and explanation of the ethnic marketing model for foreign tourists and using a mixed research methodology. For this purpose, this research uses the literature on the subject and the meta-combined method, as well as surveying experts using a questionnaire and Delphi technique, with non-probability sampling method (judgment and electric bullet) from the opinions of 10 academic experts and 10 managers and marketing and tourism experts. Kendall's agreement coefficient has been used to agree on the poll. Given that the tourism industry is a solution for the economy, in order to exploit it, it is necessary to make predictions to avoid its negative effects. In this article, we actually focused on the ethnic marketing model for foreign tourists and used food commodification. To find ways for greater profitability and economic development. During the qualitative stage, in order to reach the consensus of experts, three stages of Delphi technique have been implemented and the final model of the research has been extracted. Findings show that according to experts, the dimensions of ethnic marketing, cultural acceptance of foreign tourists, culture, ethnicity, ethnic food are in priority, respectively. More about this source textSource text required for additional translation informationLooking at ethnic diversity in the country, the problem is that it is necessary to pay special attention to a new concept of ethnic tourism marketing that responds to this diversity in the country's tourism marketing literature. Considering that Iran is one of the ten countries with the most tourist attractions, but this situation has remained only a matter of words and has not led to the creation of scientific opportunities to apply this potential; And it remains potential and nothing has been done to make it happen. In order to achieve such a goal, great diversity in Iranian ethnicities can provide a good opportunity to create a large and attractive ethnic market and tourism development for tourists. Ethnic and local diversity in the cultural sphere of Iran is not an obstacle to development, but an advantage and an important factor of development, and the emphasis on aspects of ethnic development at the national level, leads to the development of social cohesion and economic and cultural development in the world and region. And while preserving local cultural and identity patterns, will lead to greater cultural and economic exchange in the form of ethnic and identity goods. In fact, ignoring the potential of ethnicity has left ethnicity completely dead and forgotten as a source for the expansion of industry and the economy. Therefore, given Iran's position in the process of globalization and the border of Iran's regions with important countries in the region, the most important question is how this situation can be used to achieve the goals of tourism development and economic profitability. , And had an active presence in the regional and global market. This issue becomes important when we know what are the differences between the needs of tourists and the wants and desires and preferences of diverse consumers from ethnic groups from cultures close to Iranian culture?Given that the tourism industry is a solution for the economy, in order to make it productive, it is necessary to make predictions to avoid its negative effects. What is clear is that marketers need to pay more attention to this issue because it can lead to economic prosperity; Therefore, in this regard, they should look for solutions to increase the attraction of travelers and tourists. It should be examined what their needs and desires are and providing these facilities will increase the attraction of foreign tourists. Including the existence of the necessary bases that facilitate and help its development and prosperity; For example, investing and encouraging the private sector in this area through government incentives, or the desire, satisfaction and acceptance of the local community for the presence of tourists, the benefit of the host community from tourism can be mentioned; In addition to the contexts, it is necessary to point out the obstacles and barriers and consider them because not paying attention to these factors slows down the process of tourism development and discourages stakeholders from attending that market and ultimately stagnation in it. The market is turning. In addition to paying attention to preparing the ground and removing obstacles in the field of tourism, strategies and related measures should be used to implement the process of ethnic tourism, which includes: providing unique products, tailored to the lifestyle and customs and Ethnic customs and marketing include identifying the status quo and implementing marketing strategies, and ultimately the consequences of these activities should be monitored, because by examining the consequences, weaknesses can be identified. And the power of prophecy.