ارائه مدل بازاریابی محتوا در رسانه های اجتماعی با تأکید بر توسعه گردشگری شهری مطالعه موردی شهر تهران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
حوزه های تخصصی:
شماره صفحات:
۸۹ - ۱۰۵
دریافت مقاله
آرشیو
چکیده
توجه به مقوله بازاریابی و دسترسی به محتوای مناسب و دقیق برای گردشگران نقش مهمی در توسعه و تقویت گردشگری ایفا می کند. در کشورهای که این موضوع را به خوبی درک کرده اند، بازاریابی در حوزه گردشگری بخش رو به رشدی را به خود اختصاص داده است. تحقیق حاضر با هدف ارائه مدل بازاریابی محتوا در رسانه های اجتماعی با رویکرد تقویت گردشگری موردمطالعه شهر تهران به انجام رسانیده است. این پژوهش از لحاظ هدف کاربردی، از لحاظ رویکرد پیمایشی می باشد. جامعه آماری این تحقیق گروهی از صاحب نظران شامل مدیران و متولیان ارشد گردشگری و شرکت های حوزه های بازاریابی و اساتید دانشگاهی بودند که بر اساس روش نمونه گیری هدفمند، 15 نفر به عنوان نمونه آماری انتخاب مورد مصاحبه قرار گرفتند. رویکرد اتخاذشده در این تحقیق تحلیل مضمون (تم) بود. نتایج به دست آمده پژوهش نشان دهنده نه بعد اصلی ازجمله؛ محوریت فناوری در بازاریابی محتوایی در رسانه های اجتماعی، ارتباط با گردشگران و رقبا و محوریت داده های آن ها، ابعاد استراتژیک در بازاریابی محتوایی، ارتقاء زیرساخت های بازاریابی، تحول در فرایندهای سازمانی، نوآوری در بازاریابی محتوایی، ارتقاء فرهنگ بازاریابی محتوایی در رسانه های اجتماعی، اهداف بازاریابی محتوایی، ارزش مداری و تناسب محتوا بازاریابی می باشد که به عنوان ابعاد تعیین کننده در بازاریابی محتوایی در رسانه های اجتماعی جهت توسعه گردشگری شهری محسوب می شوند. در راستای به کارگیری این ابعاد شناخت جامعه هدف و درک صحیحی از انتظارات، نیازها و توقعات آن ها و همچنین به کارگیری رسانه های اجتماعی که تسهیل کننده تأمین نیازهای آن ها هستند، تأثیر مستقیم بر ذهنیت گردشگران و به تبع توسعه گردشگری داردPresenting The Content Marketing Model in Social Media with Emphasis on The Development of Urban Tourism: the Case Study of Tehran City
Paying attention to the category of marketing and access to appropriate and accurate content for tourists plays an important role in developing and strengthening tourism. In countries that understand this issue well, marketing in the field of tourism is becoming a growing sector. The present research has been carried out to present a content marketing model in social media with the approach of strengthening the studied tourism in Tehran. This research is applied in terms of purpose and survey approach. The statistical population of this research was a group of experts, including senior managers and trustees of tourism and marketing companies and university professors, based on the purposeful sampling method, 15 people were interviewed as a statistical sample. The approach adopted in this research was theme analysis. The results of the research show nine main dimensions, including; The centrality of technology in content marketing in social media, communication with tourists and competitors and the centrality of their data, strategic dimensions in content marketing, upgrading marketing infrastructure, transformation in organizational processes, innovation in content marketing, promotion of content marketing culture in social media, content marketing goals, value orientation and appropriateness of marketing content, which are considered as determining dimensions in content marketing in social media for the development of urban tourism. In line with the application of these dimensions, knowing the target community and having a correct understanding of their expectations, needs and expectations, as well as the use of social media, which facilitates the provision of their needs, has a direct effect on the mentality of tourists and, accordingly, the development of tourism.
Introduction
Today, technology development has made it easy to carry out activities, including marketing work. One of the new marketing tools is social media-based marketing. One of the concepts of marketing is tourism marketing. Tourism marketing aims to identify and predict the needs of tourists, provide facilities to meet them and inform and motivate them to visit. Content marketing is very important and necessary in the design of tourism development and can reduce advertising and marketing costs in the tourism industry. This means that content marketing can be more effective in the tourism industry and attract health tourists at a lower cost than traditional marketing methods. In the meantime, Tehran, as Iran's administrative and political capital, is world famous due to its historical background, beautiful nature, pleasant climate, and tourism capacities, especially in the historical field. So far, 392 works in Tehran have been nationally registered, and almost all areas of Tehran have tourist attractions. Also, the availability of suitable infrastructure for content marketing due to having elites and active knowledge-based centers can become a tourism hub, especially among neighboring countries, including Arab countries in the Persian Gulf and Afghanistan, Pakistan, etc. However, every year, we see a decrease in tourists, especially foreign tourists in this city, which is one of the reasons for the lack of tourism development, the lack of advertising and marketing, and the lack of continuous information and presentation of the city in the national and international environment, because the tourism managers So far, they have not been able to take steps towards strengthening the tourism brand of Tehran by relying on the principles and capabilities of content marketing. Considering the importance of the subject, the current research aims to provide a model of content marketing in social media with the approach of strengthening tourism and seeks to answer the following main question:
- How is the model of content marketing in social media with the approach of strengthening the tourism industry?
Methodology
This research has been used in terms of practical purpose, research method, qualitative and exploratory. In order to extract the research model, a theme analysis based on article analysis and the implementation of the Delphi panel was used. For this purpose, data was collected from 15 experts and academic experts using a semi-structured interview to identify the model and dimensions of content marketing in social media to strengthen and develop tourism. In order to analyze the qualitative data, an open and axial coding process was used. The key concepts of the interviewees' statements are extracted in open coding, and in axial coding, a title is assigned to a set of shared concepts. Next, the Delphi technique was used.
Results and discussion
At first, based on the interviews, basic themes were extracted from the content of the interviews. A total of 129 codes were extracted from the interviews, and after examining and putting them together and merging similar cases, 52 basic themes were identified. In the second stage, some themes that fit together or overlapped were connected to each other in a new combination, and during these changes, some components were merged. The result of this process was the achievement of 9 constructive themes. In the next step, by paying deep attention to the identified constructive themes and recognizing their similarities and differences with each other, more general categories called "overarching themes" will be created. After the final coding, the Delphi method was used to establish agreement between the indicators and the final components. In the first round of Delphi, the Kendall coefficient was calculated as 0.846, and the dimensions were significant, close to the acceptable level. In the second step, Kendall's coefficient was also calculated as 0.815, indicating the experts' high agreement about the components.
Conclusion
Based on the results obtained from the analytical processes in this research, nine main dimensions were introduced to determine dimensions in social media content marketing for urban tourism development. The strengths and weaknesses of content marketing in the country, as well as a detailed analysis of the interviews in the field of marketing and existing standards in the field of content analysis in the country, can be put on the agenda based on the known criteria and taken advantage of them. In terms of using these criteria, it can be said that audience identification plays an important role in using content marketing tools in social media. The correct understanding of the audience and their expectations and needs, as well as the use of social media that facilitates meeting their needs, directly impacts the mentality of tourists and, consequently, tourism development. Therefore, it is necessary to determine the appropriate approach for this tourism category. In fact, with the advent of information and communication technology, it has become possible to
understand the audience's needs and create content on the internet and online. This can help each person to receive their desired preferences and interests according to time and place conditions.
Funding
There is no funding support.
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
Conflict of Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the scientific consultants of this paper.
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