Abstract:
در این پژوهش جهت شناخت عواملموثر بر توسعه بازاریابیالکترونیکیگردشگری استانیزد و اولویتبندی استراتژیهای تعیین شده از روش مدلسازی ساختاری (SEM) استفاده گردید و به همین علت اقدام به ایجاد ساختار سلسله مراتبی پژوهش متشکل از هدف، معیارها، زیرمعیارها وراهبردها مینماییم. پرسشنامه محققساخته پژوهش، مربوط به عوامل موثر بر بازاریابی الکترونیکی گردشگری بر اساس مدل آمیخته بازاریابی 7P در شهر یزد است. معیارهای اصلی 7P الکترونیکی میباشد و زیر معیارها باتوجه به عوامل الکترونیکی موثر در هر معیار اصلی و نظر خبرگان و متخصصین فعال در صنعت گردشگری داخل و خارج کشور تعریف شده است. حدود 135 پرسشنامه به روش نمونهگیری تصادفی طبقهای از مدیران دفاتر خدمات گردشگری استان یزد، مدیران و کارشناسان معاونت خدمات گردشگری سازمان گردشگری و میراث فرهنگی استان یزد جمعآوری میگردد. مدل در دو حالت معناداری و حالت تخمین استاندارد اجرا میگردد که نتایج حاصل از آن معناداربودن شش عامل نظارت مستقیم شرکتهای هواپیمایی و هتلداران بر سایتها و استفاده از سمبلها و مکانهای گردشگری در فیلمهای سینمایی یا کارتونی و بازیهای کامپیوتری و مجهزنمودن هتلهای یزد به گوشی موبایل هوشمند، تبلیغات عکس و کلیپهای گردشگری در وبلاگهای شخصی، الکترونیکیکردن رستورانها با میز لمسی یا کیوسک سفارشگیری، انقلاب در سرویسهای بهداشتی تایید نشد. با تقویت بقیه عوامل میتوان جهش مثبتی در صنعت گردشگری یزد ایجاد کرد.
In this study, in order to identify the factors affecting the development of marketing, e-tourism, tourism in the province and prioritize the strategies, the Structural Modeling (SEM) method was used. The researcher-made questionnaire is related to the factors affecting e-tourism marketing based on the 7P marketing mix model in Yazd. The main criteria of 7P are electronic and the following criteria are defined according to the electronic factors affecting each main criterion and the opinion of experts and specialists active in the tourism industry inside and outside the country. About 135 questionnaires are collected by stratified random sampling from the managers of tourism services offices of Yazd province, managers and experts of tourism services of the Tourism and Cultural Heritage Organization of Yazd province. The model is implemented in two modes of moderation and standard estimation mode. Smart, photo ads and tourism clips on personal blogs, electronic restaurants with touch desks or ordering kiosks, the revolution in health services was not approved. By strengthening the other factors, a positive leap can be made in the tourism industry of Yazd. Tourism is one of the fastest growing economic sectors. Leading countries in this dimension of economic activities, annually account for a large share of revenues from the arrival of tourists. In fact, not only is tourism the largest industry in the world, but it is also growing day by day; According to the World Tourism Organization, the number of tourists will reach 1.5 billion by 2020. Iran is one of the top ten countries in the world in terms of tourist attractions and one of the top five countries in terms of tourism diversity (World Tourism Organization, 2007). Therefore, it is important to use their capabilities in tourism development. One of the factors that can expand and improve the country's tourism industry is the use of effective marketing tools and parameters. All planning activities, preparation of tourism products and tourist attraction require marketing operations and activities. Combining marketing elements is one of the most important steps in developing a marketing strategy and one of the main tasks of marketers. The success of marketing programs depends largely on the composition of the elements. With the advent of communication technologies and conducting business activities electronically and in the virtual environment, the design of the marketing mix has more or less changed. So that the elements of marketing mix have changed fundamentally and this transformation continues.This research is a descriptive-analytical research in terms of practical purpose and method of work. In this study, the factors affecting the development of e-tourism were identified and leveled using structural modeling (SEM). For the statistical population of this study, Yazd was initially selected from the tourist cities of the country. Then, managers of tourism services offices in Yazd province, managers and experts of tourism services of Yazd Tourism and Cultural Heritage Organization and tour organizations, managers of hotels and departments providing tourism services and foreign tourists visiting Yazd province were surveyed. It should be noted that the reason for selecting these people was their direct involvement in tourism and marketing. About 135 questionnaires are collected. In this research, the sampling method is stratified random. Regarding data collection, the field method (questionnaire tool) is used to confirm or reject the research hypotheses. With the help of the 7P model of marketing mix, a model suitable for e-marketing of urban tourism is designed.The results obtained from the analysis of research data show that the existence of virtual tours (virtual tour) for tourist areas of Yazd; Computer simulation of recreational and historical sites with the ability to connect to the real environment (e-information); Providing links to health centers, embassies, the Ministry of Foreign Affairs, tourist organizations, liaison with the police and necessary telephone calls to tourists; Training centers to provide internet maps of all roads, bus stations, railways, terminals and airports; Provide weather forecast sites; Providing online map of Yazd tourist places, providing sites about culture, art, music, handicrafts of Yazd, providing e-visa services in embassies, consulates and airports are among the factors related to the product or service that affect the growth and development of e-marketing. Tourism is effective in Yazd. In the process of producing tourism services, managers and marketers should be aware that price is not the only cost that customers pay if they do not use electronic pricing and price comparison services, in addition to price, they also have to pay time. The results obtained from the analysis of research data show that the factors mentioned in the price, such as: providing prices for flights and trains on reputable global sites over a period of at least one year; Provide prices for hotels, apartments and boarding houses on world-renowned sites (such as booking.com) for at least the next year; And flexibility in internet prices based on history and type of services to attract more tourists in all seasons, are among the influential factors related to price that affect the growth and development of tourism marketing in Yazd. In addition, it was concluded that the direct supervision of airlines and hoteliers on these sites to reduce costs and eliminate intermediaries has no effect on the growth and development of tourism marketing in Yazd, perhaps because the airlines and hoteliers themselves are the cause of price increases. Internet advertising for celebrations, festivals, exhibitions; Internet advertising, holding various specialized seminars and conferences at the provincial, national and international levels; Using experienced specialists in attracting tourists in Yazd; Use of tourist symbols and places in movies or cartoons and computer games; Introducing the attractions and tourism facilities of Yazd through brochures and electronic manuals; Introducing the tourist attractions of Yazd through virtual tours (images, clips, 3D and panoramic photos), providing travelogues on the Internet for tourists are among the influential factors related to advertising that affect the growth and development of tourism marketing in Yazd.