ﺗﺤﻠﯿﻞ وﺑﻮﻣﺘﺮﯾﮏ وب ﺳﺎﯾﺖﻫﺎ و ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ ﮔﺮدﺷﮕﺮي، ﻣﻄﺎﻟﻌﻪ ﻣﻮردي اﺻﻔﻬﺎن

Webometric Analysis of Tourism Websites and Information Resources, a Case Study of Isfahan

اﻣﺮوزه ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل ﺑﺮ ﺑﺴﺘﺮ ﺷﺒﮑﻪ ﻫﺎي اﺟﺘﻤﺎﻋﯽ و وب ﺳﺎﯾﺖ ﻫﺎي ﮔﺮدﺷﮕﺮي ﺑﻪ ﻋﻨﻮان ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ اﺻﻠﯽ ﮔﺮدﺷﮕﺮي، اﺳﺘﺮاﺗﮋي ﻣﺤﻮري ﺑﺎزارﯾﺎﺑﯽ ﺳﺎزﻣﺎن ﻫﺎي ﻣﺪﯾﺮﯾﺖ ﻣﻘﺼﺪ و ﮐﺴﺐ و ﮐﺎرﻫﺎي ﭘﯿﺸﺮو اﯾﻦ ﺣﻮزه ﺟﻬﺖ اراﺋﻪ ﺗﺼﻮﯾﺮ ﻣﻘﺼﺪ ﻣﻨﺎﺳﺐ و ﻣﻌﺮﻓﯽ ﻗﺎﺑﻠﯿﺖﻫﺎي اﯾﻦ ﻣﻘﺎﺻﺪ در راﺳﺘﺎي ﺟﺬب ﮔﺮدﺷﮕﺮان در ﺑﺎزارﻫﺎي رﻗﺎﺑﺘﯽ ﺑﻪ ﺣﺴﺎب ﻣﯽ آﯾﺪ. از اﯾﻨﺮو ﺷﻨﺎﺳﺎﯾﯽ دﻗﯿﻖ ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ اﺛﺮﺑﺨﺶ از اﻫﻤﯿﺖ ﺑﺎﻻﯾﯽ در ﺑﺎزارﯾﺎﺑﯽ ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي ﺑﺮﺧﻮردار اﺳﺖ. ﻫﺪف اﺻﻠﯽ اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﺷﻨﺎﺳﺎﯾﯽ ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ ﻣﻨﺎﺳﺐ ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي ﺑﺎ اﺳﺘﻔﺎده از ﺗﺤﻠﯿﻞ وﺑﻮﻣﺘﺮﯾﮏ و ﺑﺎ ﺑﺮرﺳﯽ ﻣﻄﺎﻟﻌﻪ ﻣﻮردي اﺻﻔﻬﺎن اﺳﺖ. ﺷﻨﺎﺳﺎﯾﯽ ﮐﻠﻤﺎت ﮐﻠﯿﺪي ﺑﻪ ﺳﻪ روش ﺗﺠﺮﺑﯽ، ﮐﻠﻤﺎت ﻣﺮﺗﺒﻂ ﺑﺎ ﮔﺮدﺷﮕﺮي و ﺗﺤﻠﯿﻞ ﻓﻨﯽ ﺻﻮرت ﮔﺮﻓﺖ. ﺳﭙﺲ ﺑﺎ اﺳﺘﻔﺎده از روشPSI ، 15 ﮐﻠﻤﻪ ﮐﻠﯿﺪي ﻧﻬﺎﯾﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ و ﺳﭙﺲ ﺷﻨﺎﺳﺎﯾﯽ و رﺗﺒﻪ ﺑﻨﺪي 39 وب ﺳﺎﯾﺖ و ﺷﺒﮑﻪ ﻣﺠﺎزي اراﺋﻪ دﻫﻨﺪه ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ ﻣﺮﺗﺒﻂ ﺑﺎ اﺻﻔﻬﺎن ﺑﺮ اﺳﺎس اﯾﻦ ﮐﻠﯿﺪ واژهﻫﺎ اﻧﺠﺎم ﮔﺮﻓﺖ. ﺑﺮ اﯾﻦ اﺳﺎس وب ﺳﺎﯾﺖﻫﺎي YouTubeو Facebook در رﺗﺒﻪ اول و دوم وب ﺳﺎﯾﺖ ﻫﺎي ﺣﺎوي ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ ﻣﺮﺗﺒﻂ ﺑﺎ اﺻﻔﻬﺎن ﻗﺮار ﮔﺮﻓﺘﻨﺪ. دﺳﺘﺎوردﻫﺎي ﻧﻈﺮي و ﻋﻤﻠﯽ اﯾﻦ ﭘﮋوﻫﺶ و ﺗﻮﺻﯿﻪ ﻫﺎي ﻣﺮﺗﺒﻂ ﺑﺎ آن در ﺑﺨﺶ ﭘﺎﯾﺎﻧﯽ ﻣﻘﺎﻟﻪ اراﺋﻪ ﮔﺮدﯾﺪه اﺳﺖ

Today, digital marketing based on social networks and tourism websites are considered as the primary sources of tourism information, the central marketing strategy of destination management organizations and leading businesses in this field, to provide a suitable destination image and introduce the capabilities of these destinations to attract tourists in competitive markets. Therefore, accurate identification of effective information sources is of great importance in marketing tourism destinations. The main purpose of this study is to identify the appropriate information sources for tourism destinations using webometric analysis and by examining Isfahan as the case study. Keywords were identified by three methods: experimental, tourism-related words, and technical analysis. Then, using the PSI method, 15 final keywords were selected, and then the identification and ranking of 39 websites and virtual networks providing information resources related to Isfahan were made based on these keywords. This research's theoretical and practical achievements and related recommendations are presented in the final section of the article.