بررسی ارزیابی مروری بر ادبیات سیستماتیک (بازاریابی سبز) و تحلیلی بر تعاریف، مراحل استراتژی و ابزارها در صنعت گردشگری و مهمان نوازی (سبز محور)
محورهای موضوعی : علوم جغرافیا (کلیه گرایشها)
شهرام رفیعی نائینی
1
(گروه آموزشی جغرافیا، دانشکده ادبیات، علوم انسانی و اجتماعی، تهران، ایران)
آتنا حرفه گر
2
(گروه آموزشی جغرافیا، دانشکده ادبیات، علوم انسانی و اجتماعی، تهران، ایران)
میترا حسین پور شرفشاد
3
(گروه آموزشی جغرافیا، دانشکده ادبیات، علوم انسانی و اجتماعی، تهران، ایران)
محبوبه جرجانی
4
(گروه آموزشی جغرافیا، دانشکده ادبیات، علوم انسانی و اجتماعی، تهران، ایران)
کلید واژه: پایداری زیست محیطی, استراتژی بازاریابی سبز, محصولات سبز, بازاریابی سبز, آمیخته بازاریابی, صنعت گردشگری و مهمان نوازی (سبز محور),
چکیده مقاله :
در سال های اخیر،نگرانی های رو به رشد بین المللی در مورد پایداری زیست محیطی و تغییرات آب و هوا،همه شرکت های گردشگری و مهمان نوازی (سبز محور) را با چالش و ادغام مسائل زیست محیطی در استراتژی و فعالیت های تجاری سوق می دهد،هدف از بررسی مقدماتی این مقاله; بررسی محرک های اصلی نوآوری در ادبیات سیستماتیک(بازاریابی سبز)بوده است.با توجه به اینکه تعداد شرکت‌های گردشگری و مهمان نوازی (سبز محور) که محصولات سبز را توسعه می‌دهند به سرعت در حال رشد بوده و مصرف‌کنندگان(مشتریان)علاقه فزاینده‌ای به این محصولات نشان داده‌اند. بنابراین، شناخت ویژگی های اصلی محصولات سبز، شناسایی عوامل مؤثر بر قیمت و تمایل مصرف‌کنندگان به پرداخت بیشتر برای آنها، کانال‌های فروش و ابزارهای تبلیغاتی (4Ps بازاریابی سبز) برای شرکت‌هایی که قصد طراحی، توسعه و بازاریابی را دارند بسیار مفید خواهد بود.محصولات سبز به همین دلیل، درک عمیق بازاریابی سبز، از یک سو، تولید پاک‌تر را از طریق توسعه محصولات سبز و از سوی دیگر، مصرف پایدار را از طریق بازاریابی موفق آنها تقویت می‌کند. این مطالعه از روش مرور ادبیات سیستماتیک استفاده می کند به طور خاص،این مقاله به تجزیه و تحلیل: 1) تعاریف غالب بازاریابی سبز (و مفاهیم مرتبط) و تکامل آنها در طول زمان،2)مراحل مختلف برای ایجاد یک استراتژی بازاریابی سبز، و3)ویژگی های عناصر آمیخته بازاریابی سبز پرداخته است. پس از جستجوی نشریات دانشگاهی در سه پایگاه داده (ابسکو، اسکوپوس و وب علم) و انتخاب نشریات بر اساس ارتباط آنها با اهداف ذکر شده،114 مطالعه در بررسی گنجانده شده است. نتایج نشان می دهد که تعریف بازاریابی سبز در طول زمان با توجه به ارتباط رو به رشد پایداری محیطی تغییر کرده است. با توجه به استراتژی بازاریابی سبز،چندین راه برای تقسیم بندی مصرف کنندگان شناسایی شده است.مطالعات در ارتباط بیشتر با موقعیت‌یابی برند سبز به جای موقعیت‌یابی محصول سبز، همگرا هستند و بسیاری از آنها آن را شانسی برای تمایز می‌دانند. با اشاره به آمیخته بازاریابی سبز، نتایج نشان می دهد که: انواع بسیاری از محصولات سبز وجود دارد.و به این ترتیب، پیامدهای مهمی برای مدیران صنعت گردشگری، محققان و دانشجویان دارد.
In recent years, growing international concerns about environmental sustainability and climate change are pushing all tourism and hospitality companies (green) to challenge and integrate environmental issues into their strategy and business activities. give, the purpose of the preliminary review of this article; Investigating the main drivers of innovation in systematic literature (green marketing). Considering that the number of tourism and hospitality companies (green-oriented) that develop green products is growing rapidly and consumers (customers) have shown an increasing interest in these products. Therefore, knowing the main characteristics of green products, identifying the factors affecting the price and willingness of consumers to pay more for them, sales channels and advertising tools (4Ps of green marketing) will be very useful for companies that intend to design, develop and market. Green products For this reason, a deep understanding of green marketing promotes, on the one hand, cleaner production through the development of green products and, on the other hand, sustainable consumption through their successful marketing. This study uses a systematic literature review method. Specifically, this paper analyzes: 1) dominant definitions of green marketing (and related concepts) and their evolution over time, 2) different steps to create a green marketing strategy, and 3) characteristics of green marketing mix elements. After searching academic publications in three databases (Absco, Scopus and Web of Science) and selecting publications based on their relevance to the stated objectives, 114 studies were included in the review. The results show that the definition of green marketing has changed over time due to the growing relevance of environmental sustainability. According to green marketing strategy, several ways to segment consumers have been identified. Studies are converging on green brand positioning rather than green product positioning, and many of them see it as a chance for differentiation. Referring to the green marketing mix, the results show that: There are many types of green products. And as such, it has important implications for tourism industry managers, researchers and students.
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