بخش‎بندی بازار گردشگران ساحلی با رویکرد نقشه‎های خودسازمان‎ده

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج‌ فارس، بوشهر، ایران

2 استادیار گروه مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج‌ فارس، بوشهر، ایران

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج‌ فارس، بوشهر، ایران

چکیده

انتخاب افراد برای بازدید از یک مقصد، از سویی به ویژگی­های آن بستگی دارد و از سوی دیگر به انگیزه­های متفاوت بازدیدکنندگان وابسته است. از این رو، پژوهش حاضر با هدف بخش­بندی و تعیین نیم­رخ گردشگران ساحلی با استفاده از رویکرد بخش­بندی بازار اجرا شده است. جامعۀ آماری این پژوهش را گردشگران ساحلی شهر بوشهر تشکیل می­دهند. با استفاده از رابطۀ کوکران، حجم نمونه 207 نفر به‎دست آمد. داده­های پژوهش از طریق پرسشنامه­ای که دربرگیرندۀ دو بخش بود، گردآوری شد. در بخش نخست پرسشنامه، عوامل انگیزشی جذب‎کنندۀ افراد به مقصد بررسی گردید و در بخش دوم، امکانات مقصد از دید گردشگران ارزیابی شد. به‎منظور تحلیل داده­ها، از رویکرد نقشه­های خود­سازمانده که یکی از روش­های مبتنی بر شبکه­های عصبی مصنوعی به‎شمار می‎رود، استفاده شده است. یافته­های پژوهش به شناسایی سه دستۀ متفاوت از گردشگران ساحلی با انگیزه­های مختلف بازدید منجر شد. این سه دسته از گردشگران، دنبال­کنندگان جاذبه­های ساحل و فعالیت­های گوناگون، تفریح­گرایان و دنبال‎کنندگان استراحت نام­گذاری شدند. بر این اساس، راهبردهای بازاریابی برای توسعۀ فعالیت­های گردشگری متناسب با هر بخش پیشنهاد شده است

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Market segmentation of coastal tourists with The self organizing maps approach

نویسندگان [English]

  • Manijeh Bahrainizadeh 1
  • Majid Esmaeilpoor 2
  • Donya Kabiri Fard 3
چکیده [English]

: An individual’s choice for a particular destination depends on it's characteristics and different motivation of visitors. Therefore, in order to identify coastal tourist's profiles and motivation, this research was conducted among tourists who visit's coast of Bushehr in southern Iran. Research data was collected through a questionnaire, which consists of two parts. In the first part of the questionnaire the motivational factors that attracting people to the destination where investigated and in the second part the facility of place were evaluated by tourists. Using a convenience sample, 207 surveys were collected and analyzed with self-organizing maps (SOM) that based on artificial neural networks. Clustering results showed three clusters of tourists: beach attractions and various activities seekers, Recreation seekers and relaxation seekers. According to these results, appropriate marketing strategies suggested to effectively develop tourism policies in each segment.

کلیدواژه‌ها [English]

  • Market segmentation
  • Cluster Analysis
  • coastal tourism
  • self-organizing maps (SOM)
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