عوامل مؤثر بر مدیریت معماری برند مقصدهای گردشگری استان البرز
محورهای موضوعی :
شمس الدین نیک منش
1
,
شبنم زرجو
2
,
میثم عاقلی
3
,
مریم پورکسمائی
4
1 - دانشگاه تهران
2 - دانشگاه تهران
3 - ازاد اسلامی
4 - پیام نور
کلید واژه: برند#معماری برند#برند گردشگری#استان البرز ,
چکیده مقاله :
مقصدهای گردشگری از اهمیت خاصی در بازار رقابتی عصر حاضر برخوردار بوده و مباحث مدیریتی برند و توسعه آنها اهمیت روزافزونی در صنعت گردشگری داشته و اکثر شرکتهای فعال در این عرصه سعی در جذب بیشتر گردشگران از طریق ایجاد یک تصویر مثبت و مطلوب از مقصدهای گردشگری مورد نظرشان بهوسیله برندسازی و معماری برند دارند. تحقیق حاضر با هدف شناسایی عوامل مؤثر بر مدیریت معماری برند مقصدهای گردشگری در استان البرز صورت گرفته است. این پژوهش از لحاظ هدف کاربردی و از نظر روش در زمره تحقیقات توصیفی – پیمایشی قرار میگیرد. جامعه آماری تحقیق حاضر کلیه کارشناسان و مدیران بازاریابی سازمان میراث فرهنگی، گردشگری و صنایع دستی استان البرز بودهاند که با استفاده از فرمول کوکران، حجم نمونه مورد نیاز پژوهش 200 نفر تعیین گردیده است. ابزار گردآوری در این پژوهش، پرسشنامه میباشد. جهت تجزیه و تحلیل دادههای جمعآوری شده از نرمافزار ایموس استفاده گردید. براساس نتایج پژوهش حاضر، وضعیت مدیریت معماری برند استان البرز در حد متوسطی قرار دارد، همچنین سایر ابعاد معماری برند، یعنی داشتن چشمانداز بلند مدت، پر کردن شکاف بین عرضه و تقاضا، اولویتبندی بخشبندی مشتری، دارای وضعیتی متوسط و داشتن استراتژی کارآمد گردشگری نیز در وضعیت ضعیفی قرار دارند.
Tourism destinations are very significant in today's competitive market. Moreover, brand management and development have become increasingly important in the tourism industry, with most of the active companies in this field are trying to attract more tourists by creating a positive and favorable image of tourist destinations in tourists' minds through branding and brand architecture. This descriptive-survey study, therefore, set out to identify the influential factors in the management of the brand architecture of Alborz province's tourist destinations. The study's statistical population comprised of all experts and marketing managers of Alborz Cultural Heritage, Tourism and Handicrafts Organization, out of which 200 participants were selected as the sample size using Cochran's formula. The data collection instrument was a questionnaire. AMOS software was used to analyze the collected data. The study's findings showed that the status of brand architecture management in Alborz province was moderate. It was also found that other aspects of brand architecture, i.e., having a long-term vision, filling the gap between supply and demand, prioritizing customer segmentation, having a moderate status, and having an efficient tourism strategy, were poor.
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