تکنولوژی AR، ابزار نوین بازاریابی در صنعت گردشگری
الموضوعات :
1 - دانشگاه شهید چمران اهواز، اهواز
الکلمات المفتاحية: بازاریابی, پاندمی کووید-19, تکنولوژی واقعیت افزوده, گردشگری,
ملخص المقالة :
شیوع پاندمی کووید-19 در ابتدای سال2020، بسیاری از کسب وکارها را دچار چالش کرده است. در این میان، صنعت گردشگری یکی از صنایعی است که شاید بیشترین تاثیرپذیری را از این امر داشته و اقتصاد آن از این حیث، متحمل خسارات فراوانی شده است. باتوجه به محدودیت‌های اعمال شده که امکان سفر به صورت فیزیکی را محدود کرده است، روی آوردن به گردشگری مجازی می‌تواند تا حدودی جبران‌کننده بخشی از زیان‌های وارد شده به این بخش باشد. هدف: بررسی نگرش گردشگران بالقوه نسبت به اپلیکیشن‌های واقعیت افزوده، قصد آن‌ها برای استفاده در سفرهای آینده و نیز قصد آن‌ها برای توصیه این برنامه‌ها به دیگران. روش: جمع‌آوری داده‌ها با استفاده از پرسشنامه آنلاین و با روش نمونه‌گیری در دسترس انجام شد. سوالات پژوهش با استفاده از آزمون دوجمله‌ای در نرم‌افزار اس پی اس اس مورد تجزیه و تحلیل قرار گرفت. یافته‌ها: نتایج نشان‌دهنده نگرش مثبت پاسخ‌دهندگان و تمایل بالای آن‌ها برای استفاده و نیز توصیه این تکنولوژی به دیگران است. نتیجه‌گیری: بر اساس نتایج، پاسخ‌دهندگان، نگرش مثبتی نسبت به اپلیکیشن‌های مبتنی بر AR دارند، مایل به استفاده از آن‌ها برای سفرهای آینده خود بوده و آمادگی دارند تا استفاده از آن‌ها را به دیگران نیز توصیه کنند. بنابراین، این امر می‌تواند فرصتی برای مدیران بازاریابی مقصد باشد تا از این ابزار استفاده کرده و آگاهی از برند مقصد خود را در خلال رکود ناشی از پاندمی کووید 19 حفظ کنند. این تکنولوژی جدید می‌تواند با ایجاد ارزش افزوده برای گردشگران، به مقاصد گردشگری کمک کند.
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