شناسایی و اولویت‌بندی بازارهای هدف صنعت گردشگری ایران با استفاده از رویکرد تصمیم‌گیری چندشاخصۀ ترکیبی در یک محیط فازی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت صنعتی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت جهانگردی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی کارشناسی ارشد مدیریت صنعتی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

4 دانشجوی کارشناسی ارشد جغرافیا و برنامه‎ریزی توریسم، دانشکدۀ جغرافیا، زاهدان، ایران

چکیده

از آنجا که امروزه صنعت گردشگری، اهمیت بسیار زیادی در توسعۀ نظام اقتصادی جوامع دارد و کشورها در جذب گردشگران بین­المللی به رقابت می­پردازند، پرداختن به بازاریابی و به­ویژه موضوع انتخاب بازار هدف، از جمله مسائل مهم هر مقصد گردشگری به‎شمار می‎رود. هدف این پژوهش، شناسایی مهم­ترین عوامل تأثیرگذار بر بازارهای هدف صنعت گردشگری ایران و اولویت­بندی بازارهای هدف است. این پژوهش، نوعی رویکرد تصمیم‎گیری فازی ترکیبی شامل فرایند تحلیل سلسله­مراتبی فازی (FAHP) و روش شباهت به‎گزینه ایده­آل فازی (FTOPSIS) را برای اولویت­بندی بازارهای هدف به­کار می‎گیرد و از متخصصان حوزۀ گردشگردی به‎منظور شناسایی و مقایسۀ عوامل تأثیرگذار بر انتخاب بازار هدف، بهره می‎برد. یافته‎ها نشان می‎دهد روش تحلیل توسعه­ای به­کار رفته در FAHP ممکن است به تصمیم‎های اشتباهی منجر شود. از این ­رو در این پژوهش از روش وانگ و چن به‎منظور محاسبۀ وزن شاخص­ها در FAHP فازی استفاده شد. نتایج نشان داد تصویر ذهنی، روابط سیاسی و میزان خرجکرد گردشگران، مهم­ترین عوامل مؤثر در انتخاب بازار هدف است. بر این اساس کشور چین از بین بازارهای هدف در رتبۀ اول و هلند در رتبۀ آخر قرار گرفت.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification and prioritization of the tourism industry's target markets using Multi Attribute Decision Making Approach in a fuzzy environment

نویسندگان [English]

  • Mohamad Reza Taghizadeh Yazdi 1
  • Fatemeh Bagheri 2
  • Alireza Dehghan 3
  • Naser Abdi 4
1 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran
2 MSc. Student in Tourism Management, Faculty of Management, University of Tehran, Tehran, Iran
3 MSc. Student in Industrail Management, Faculty of Management, University of Tehran, Tehran, Iran
4 MSc. Student in Geography and Tourism Planning, Faculty of Geography, University of Sistan and Balouchestan, Zahedan, Iran
چکیده [English]

Tourism plays a very important role in the communities’ economic system development and therefore different countries compete to attract the international tourists, so marketing and specifically the issue of selecting target market are important. This study aims to identify the most important factors affecting Iran's tourism industry target markets and prioritize these target markets. In this study, a fuzzy decision-making approach that includes fuzzy hierarchy analysis process (FAHP) and a similar approach to fuzzy ideal (FTOPSIS) was used to prioritize target markets. Also, the tourism experts identified and compared the influential factors on choices of target market. The results showed that using developmental analysis method in FAHP may lead to wrong decisions. Hence, in this study Wang and Chen method was used to calculate the indexes weight in fuzzy FAHP. The final results of study illustrated that China ranks first and Netherlands ranks last in the target markets.

کلیدواژه‌ها [English]

  • Fuzzy analytical hierarchy process (FAHP)
  • multi attribute decision making (MADM)
  • target market
  • Technique for Order of Preference by Similarity to Ideal Solution (FTOPSIS)
  • Tourism Marketing
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