نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 استاد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: Since long ago, cities as important cultural, economic and social centers have played a very important role in the development of societies. Today, with the advancement of technology and increasing competition between cities to attract attention and attract tourists, city branding has emerged as an outstanding strategy in city management. Creating and maintaining a strong brand for a city, in addition to increasing tourism attractiveness, has positive effects on the development of smart cities, economic growth and local development. In this regard, various tools are used for city branding, and one of the best methods is the design of Q-tourism models and the installation of QRCodes in tourist places. Therefore, the current research was carried out with the aim of designing a curatorism model in line with city branding.
Method: This research is based on mixed qualitative and quantitative research, which is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research consisted of experts consisting of university professors in the field of marketing management, tourism management, marketing and tourism managers, and 30 of them were selected based on the principle of theoretical adequacy and using the purposeful sampling method. The tool for collecting information in the qualitative part of the research is a semi-structured interview and in the quantitative part is also a questionnaire. In the qualitative part, the analysis of the data obtained from the interview was done using thematic analysis method and the components of Q-tourism were identified in the direction of city branding. Content and theoretical validity and intra-coder and inter-coder reliability were used to measure the validity and reliability of the data collection tool. The results of this part of the research confirm the validity and reliability of the tool. Also, in the quantitative part of the research, using Matlab software and interpretive structural modeling (ISM) method, the final model of the research has been compiled and presented.
Results: The research findings include two parts. In the qualitative part, thematic analysis method was used and real coding (open and selective coding) and theoretical coding were done in two stages. Also, in the quantitative part, interpretive structural modeling, which includes: obtaining the internal relations matrix of the variables, obtaining the achievement matrix, adapting the achievement matrix, determining the level and prioritization of the variables, and drawing the model, was used. The current research model includes five categories of identification of antecedents, facilitating factors, main dimensions, strategies and consequences.
Conclusion: In this way, the research results show the antecedents (the realization of a smart city, the need for sustainable tourism, the need for interactive tourism through smart tools, the realization of a creative city, the need for the development of urban tourism), facilitating factors (digital culture - infrastructure) urban management, the location of attractions in relation to the geography of the city, the use of sustainable technologies), the main dimensions (intelligence of tourist places, urban identity, presenting a positive image of the city and the architecture of the tourism destination brand), strategies ( Place marketing, tourism destination positioning, smart infrastructure development) and consequences (increasing competitive advantage, increasing tourist attraction, increasing investment, improving the quality of travel experience for tourists).
کلیدواژه‌ها [English]
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