چالش های دیپلماسی رسانه ای ایران در بازاریابی گردشگری (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف شناسایی چالش های دیپلماسی رسانه ای ایران در بازاریابی گردشگری نگاشته شد. گردآوری داده ها با استفاده از پرسش نامه نیمه ساختاریافته و تحلیل داده ها نیز به روش تحلیل مضمون انجام شد. جامعه آماری متخصصان حوزه رسانه و گردشگری بودند. نمونه گیری به صورت هدفمند و با روش گلوله برفی انجام شد. یافته ها نشان داد که در بعد ساختاری چالش هایی نظیر ساختارهای بروکراتیک پیچیده، مالکیت دولتی رسانه ها، فقدان هماهنگی بین سازمان ها و فقدان راهبرد منسجم، در اثربخشی دیپلماسی رسانه ای تأثیر منفی می گذارند. در بعد محتوایی، مشکلاتی مانند کمبود نیروی انسانی متخصص، فقدان آموزش های مناسب، ضعف در داستان سرایی و نبود تسلط به زبان های بین المللی باعث کاهش کیفیت محتوای تولیدی و ناتوانی در جذب مخاطبان می شوند. چالش های زمینه ای نیز شامل تحریم های اقتصادی، تصویرسازی منفی در رسانه های بین المللی، تفاوت های فرهنگی و ضعف در زیرساخت های ارتباطی و فنّاورانه هستند که محیط عملیاتی دیپلماسی رسانه ای گردشگری را تحت تأثیر قرار می دهند.Iran's Media Diplomacy Challenges in Tourism Marketing
The current research was conducted with the aim of identifying the challenges of Iran's media diplomacy in tourism marketing. Data collection was carried out using a semi-structured questionnaire, and data analysis was conducted using the thematic analysis method. The statistical population consisted of specialists in the fields of media and tourism. Sampling was done purposefully and by the snowball method. The findings showed that in the structural dimension, challenges such as complex bureaucratic structures, governmental ownership of the media, lack of coordination between organizations, and the absence of a coherent strategy have a negative impact on the effectiveness of media diplomacy. In terms of content, problems such as lack of specialized human resources, lack of proper training, weaknesses in storytelling, and lack of mastery of international languages reduce the quality of the produced content and the ability to attract audiences. Background challenges also include economic sanctions, negative portrayals in international media, cultural differences, and weaknesses in communication and technological infrastructures that affect the operational environment of tourism media diplomacy. Keywords: Diplomacy, Media, Tourism, Development, Marketing 1. Introduction In the postmodern era, media productions play an important role in persuading and convincing tourists to choose tourism destinations. The images presented by the media can remain for decades, shape minds, bring fame, create identity, and gain people's trust in a more favorable way. In this context, media diplomacy, as one of the basic tools in tourism marketing, has a high capacity to introduce and attract tourists to different destinations. In this regard, the present study has attempted to answer the question of why, despite the capacities and attractions of tourism in Iran, this country has not been able to implement successful media diplomacy in line with tourism marketing. The importance of this issue lies in the fact that by changing the direction of media diplomacy with a proactive, active approach and optimal use of the media, tourist arrivals can be increased, and tourism can become a suitable platform for reducing tensions with some countries, increasing incomes, and promoting Iranian culture in different countries. Adopting the right media diplomacy policies in line with tourism marketing can lead to the strengthening and growth of the tourism industry in Iran. 2. Literature Review Diplomacy and tourism have a complex relationship with each other, which is especially evident in the field of international relations and diplomatic interactions. Tourism acts as a tool to strengthen bilateral relations between countries, and diplomacy can also help guide and facilitate these flows. When different countries have positive political relations, the flow of tourism between them is facilitated, and this is a two-way relationship in which each can influence the other. The tourism industry depends on government policies, and tourism diplomacy can play a key role in the growth of this industry. In this regard, public diplomacy and tourism can strengthen sustainable peace and economic growth by attracting more tourists. Tourism can also be effective as a soft power tool in introducing the culture and policies of a country to others. In this context, digital diplomacy and social media play a special role in facilitating international relations and promoting tourism. Strategic use of tourism can help strengthen bilateral and multilateral relations and improve the diplomatic standing of different countries. Media diplomacy and tourism have also become increasingly intertwined. The media act as powerful tools in promoting tourism and strengthening diplomatic relations. In the digital age, social media plays a vital role in shaping the public image of different countries and can help promote tourism attractions and enhance diplomatic relations. Studies have shown that using the media to showcase cultural festivals and exhibitions, enhance a country’s image, and attract tourists can help advance diplomatic goals. In the meantime, digital diplomacy has gained great importance by using media platforms for cultural exchange and strengthening diplomatic relations. Especially during the Covid-19 pandemic, the media played an important role in maintaining international communication and promoting tourism. Media diplomacy can also be used through digital strategies to strengthen a country’s brand and attract more tourists. Overall, these studies show that media diplomacy, as an essential tool for promoting tourism and diplomatic relations, can help strengthen the soft power of countries. 3. Methodology Given that the present study deals with the development of literature in the field of diplomacy and tourism, it is classified as developmental research in terms of its purpose. Additionally, since the study seeks to identify the challenges of Iran's media diplomacy in line with tourism marketing and to examine and analyze them, it is classified as descriptive-analytical research in terms of its nature and method. Based on the method of data collection and analysis, the study is classified as qualitative research. To collect data, experts were asked questions using a semi-structured questionnaire. The statistical population for this study includes experts and researchers in the fields of tourism and media. Sampling was carried out purposively using the snowball technique. Data analysis was conducted using the content analysis method. Accordingly, the responses received from the experts were analyzed using this method. Key themes were extracted from the text of the responses and organized into basic themes. The basic themes with similar meanings were then categorized into organizing themes. Finally, based on the deductive approach, the organizing themes were categorized into three overarching themes according to the triad model: structural, content, and contextual. 4. Results This study was conducted with the aim of identifying the challenges of Iran's media diplomacy in tourism marketing and examines these challenges in three categories: structural, content, and contextual. In the structural challenges section, factors such as the complex bureaucracy in media productions are mentioned, which lead to delays in project implementation and reduced flexibility. State ownership of the media has also reduced creativity and content diversity, affecting the quality of programs. Lack of coordination and cooperation between organizations related to tourism and media, weaknesses in formulating a coherent strategy, and limitations in the use of new technologies are other problems in this sector. Additionally, the lack of specialized tourism media, financial problems, and over-reliance on incorrect information have negatively impacted the effectiveness of media diplomacy. In the content challenges area, the lack of specialized and experienced human resources is one of the significant issues, leading to a decrease in the quality and attractiveness of the produced content. Furthermore, the lack of continuous training and incentive systems for producing high-quality content, weaknesses in human resource management, and the lack of cultural diversity in content production teams have created major problems. Additionally, the lack of sufficient human resources with international language skills and weaknesses in identifying the needs and preferences of foreign audiences have limited the impact of the content. Weaknesses in narrative and storytelling, as well as the lack of cooperation with influencers, are also other problems. Contextual challenges include economic sanctions and international restrictions that limit financial resources and access to technology, which have affected all sectors, including tourism. Political differences and the negative portrayal of Iran by Western media are also major obstacles to attracting tourists. Weak communication and technological infrastructure, strict regulations for media and tourists, low public media literacy rates, and limitations in digital marketing have negatively impacted the performance of media diplomacy. 5. Conclusion The present study shows that Iran’s media diplomacy in the field of tourism marketing faces multifaceted challenges that can be examined in three categories: structural, content, and contextual. Structural challenges, such as complex bureaucratic structures, state ownership of the media, lack of coordination between organizations, and the absence of a coherent strategy, severely affect the efficiency and effectiveness of media diplomacy. In the content dimension, issues such as the lack of specialized human resources, inadequate training, weaknesses in storytelling, and lack of proficiency in international languages reduce the quality of the content produced and hinder the ability to attract audiences. Contextual challenges include economic sanctions, negative portrayals in international media, cultural differences, and weaknesses in communication and technological infrastructure, which impact the operational environment of media diplomacy. These challenges indicate that in order to improve the status of Iran’s media diplomacy in the field of tourism, serious reforms and investments are needed in the three aforementioned dimensions. Only by overcoming these obstacles and implementing coherent and efficient strategies can Iran improve its position in attracting international tourists and promoting a positive image of the country. The following practical suggestions have been put forward to strengthen Iran’s media diplomacy in tourism marketing: Reforming bureaucratic structures: Reducing complex administrative processes and increasing flexibility in decision-making related to media productions. Investing in technology and communication infrastructure: Improving communication and technological infrastructure and utilizing new technologies in media productions. Strengthening coordination between organizations and training and empowering human resources: Establishing strong mechanisms for coordination and communication between government and private tourism organizations and the media, as well as providing continuous training programs to increase the expertise and skills of employees in the fields of media diplomacy and tourism marketing. Improving international interactions and countering negative imagery: Promoting bilateral relations and cooperation with other countries in the media and tourism fields to improve Iran’s international image. Facilitating laws and regulations: Simplifying rules for the entry and exit of tourists and creating simpler and faster processes to attract more tourists.
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