اراﺋﻪ اﻟﮕﻮي آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﺑﺮاي ﺗﻮﺳﻌﻪ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي اﯾﺮان

Presenting a Marketing Mix Model for Development of Tourism Industry in Iran

ﻫﺪف: ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻫﻤﯿﺖ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي و ﺗﺎﺛﯿﺮ ﺑﺎﻟﺎي آن در ﺗﻮﻟﯿﺪ ﻧﺎﺧﺎﻟﺺ ﻣﻠﯽ ﻫﺮ ﮐﺸﻮر، ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، درﺻﺪد اراﺋﻪ اﻟﮕﻮ آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﺑﺮاي ﺗﻮﺳﻌﻪ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي اﯾﺮان اﺳﺖ. روش: ﺟﺎﻣﻌﻪ ﭘﮋوﻫﺶ، ﺧﺒﺮﮔﺎن ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ ﮔﺮدﺷﮕﺮي ﻫﺴﺘﻨﺪ. روش ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ اﺳﺘﻔﺎده از روش ﮐﯿﻔﯽ دادهﺑﻨﯿﺎد و اﺑﺰار ﻣﺼﺎﺣﺒﻪ و ﮔﺮدآوري اﺳﻨﺎد و ﻣﺘﻮن ﻧﻤﻮﻧﻪﮔﯿﺮي ﺑﻪﺻﻮرت ﻧﻤﻮﻧﻪﮔﯿﺮي ﻧﻈﺮي ﺻﻮرت ﮔﺮﻓﺖ و ﺑﺎ ﭼﻬﺎرده ﻧﻔﺮ ﻣﺼﺎﺣﺒﻪ اﻧﺠﺎم ﺷﺪ؛ اﻟﺒﺘﻪ از ﻧﻔﺮ ﯾﺎزدﻫﻢ ﺑﻪ ﺑﻌﺪ اﺷﺒﺎع ﻧﻈﺮي ﺣﺎﺻﻞ ﺷﺪ؛ وﻟﯽ ﺑﺮاي اﻃﻤﯿﻨﺎن ﺑﯿﺸﺘﺮ ﻣﺼﺎﺣﺒﻪ ﺗﺎ ﻧﻔﺮ ﭼﻬﺎردﻫﻢ اداﻣﻪ ﯾﺎﻓﺖ. دادهﻫﺎي ﺣﺎﺻﻞ از ﻣﺼﺎﺣﺒﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار اﻧﻮﯾﻮ در ﺳﻪ ﻣﺮﺣﻠﻪ ﮐﺪﮔﺬاري ﺑﺎز، ﻣﺤﻮري و اﻧﺘﺨﺎﺑﯽ ﮐﺪﮔﺬاري ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﺗﻮﺳﻌﻪ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي اﯾﺮان ﺑﻪﻋﻨﻮان ﻣﻘﻮﻟﻪ ﻣﺤﻮري اﻧﺘﺨﺎب و درﻧﻬﺎﯾﺖ اﻟﮕﻮي 12P+4S آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي اﯾﺮان اراﺋﻪ ﺷﺪ ﮐﻪ ﺗﻮﺳﻌﻪ ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي در ﮔﺮو ﻣﺪﯾﺮﯾﺖ ﺻﺤﯿﺢ اﯾﻦ 16 ﻋﻨﺎﺻﺮ آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ اﺳﺖ. ﻧﺘﯿﺠﻪ: ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺷﺮاﯾﻂ ﻋﻠّﯽ اﻟﮕﻮ ﺷﺎﻣﻞ ﻣﺤﺼﻮل، ﻗﯿﻤﺖ، ﻣﮑﺎن و ﺗﺮﻓﯿﻊ اﺳﺖ. ﻋﻮاﻣﻞ زﻣﯿﻨﻪاﯾﯽ ﺷﺎﻣﻞ وﯾﮋﮔﯽﻫﺎ و ذﻫﻨﯿﺖ، ﺷﺮاﯾﻂ ﻣﺪاﺧﻠﻪﮔﺮ ﺷﺎﻣﻞ ﻋﻨﺎﺻﺮ ﺳﯿﺎﺳﺖ، اﻣﻨﯽ، ﺷﻮاﻫﺪ ﻓﯿﺰﯾﮑﯽ و اﻓﺮاد ﻣﯽﺷﻮد؛ ﻫﻤﭽﻨﯿﻦ راﻫﺒﺮدﻫﺎ ﻧﯿﺰ ﺷﺎﻣﻞ ﻋﻨﺎﺻﺮ ﺑﺮﻧﺎﻣﻪرﯾﺰي، ﭘﺎﯾﺪاري، ﻓﺮاﯾﻨﺪﻫﺎ، ﻣﺸﺎرﮐﺖ، ﭘﮋوﻫﺶ و ﺑﻮدﺟﻪ اﺳﺖ.

Objective: The aim of this study is to present a mixed marketing model for development of the tourism industry in Iran Methodology: with using the qualitative method of grounded theory and the tools of interviewing and collecting documents. The research population is experts in the field of tourism marketing. Theoretical sampling method was chosen and 14 people were interviewed. However, from 11th person on, theoretical saturation was obtained, but the interview continued for more assurance. Researcher using Nvivo software, in three stages of open, axial and selective coding, coded the data from the interview. Finding: The development of the tourism industry in Iran was chosen as a core category, and finally the model 12P+4S was presented for marketing mix of the tourism industry in Iran. The development of tourism industry can be accomplished due to the proper management of these 16 elements of marketing mix. Conclution: The results showed that the causal conditions of the model included the product, price, place and promotion the context conditions included specification and perception, intervening conditions included policy, security, physical evidence, and people. Furthermore, strategies included elements of planning, Sustainability, processes and. purse string