تجربۀ برند مقصد گردشگری: تحلیل علم سنجی و دستور کار پژوهش برای آینده

نوع مقاله : علمی-پژوهشی

نویسندگان

1 استادیار، رشتۀ جغرافیای گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.

2 دانشجوی کارشناسی ارشد، رشتۀ جغرافیا و برنامهریزی گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.

3 استاد، رشتۀ جغرافیای گردشگری، گروه جغرافیا و برنامهریزی گردشگری، دانشکدۀ علوم جغرافیایی، دانشگاه خوارزمی، تهران، ایران.

4 استادیار، رشتۀ مدیریت گردشگری، گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران.

چکیده

زمینه و هدف: طی دهۀ اخیر، تجربۀ برند مقصد گردشگری به ­عنوان یکی از اصلی‌ترین جنبه‌های برند در مقام نظریه و عمل برای ارتقای رقابت پذیری و  پایداری شناخته می‌شود؛ لذا با توجه به وجود شکاف مقالات علم­ سنجی در زمینۀ تجربۀ برند مقصد، هدف کانونی مطالعه، سازمان­دهی ادبیات در دسترس  برای تجزیه ­و ­تحلیل مضامین مفهومی و شناسایی روندهای آیندۀ پژوهش، در عرصۀ فوق است.
روش ­شناسی: پژوهش حاضر از نوع مروری و بر مبنای رویکرد علم سنجی استوار است و تکنیک‌های ارزیابی و رابطه‌ای هم ­تألیفی و هم ­رخدادی واژگان برای تحلیل اطلاعات اسنادی مبنا واقع شد. داده‌های جامعۀ آماری پژوهش از دو پایگاه وب آو ساینس و اسکوپس استخراج  و برای تجزیه ­و تحلیل داده‌ها، از نرم ­افزار وی او اس ویوور، استفاده گردید.
یافته ­ها: تجربۀ برند مقصد مفهومی نوظهور بوده و به­ سرعت در میان نویسندگان تراز اول جهان، مجلات علمی و کشورهای پیشتاز در صنعت گردشگری در حال توسعه است. براساس تحلیل هم ­واژگانی مشخص شد که مفهوم تجربۀ برند مقصد، ماهیتی چندبعدی دارد و حوزه‌های مفهومی مدیریت و برندسازی، انسان­ شناختی، رفتاری و فناوری اطلاعات را هدف قرار داده است.
نتیجه­ گیری و پیشنهادها: رسانه‌های اجتماعی، پیشران‌های تجربۀ برند، ارزش ویژۀ برند، وفاداری، رضایت، توسعۀ مقصد، ارزش تجربی ادراک شده، رفتار پایدار و هم ­آفرینی ارزش تجربه از جمله حوزه‌های مفهومی فراگیر در راستای باز جهت­ گیری مطالعات برای ارتقای تجربۀ برند مقصد در آینده به ­شمار می‌آیند.
نوآوری و اصالت: پژوهش حاضر به دلیل پوشش شکاف مطالعۀ مروری بر مبنای رویکرد علم ­سنجی در زمینۀ تجربۀ برند مقصد، دارای نوآوری بوده و بر غنای ادبیات مرتبط نیز افزوده است.

کلیدواژه‌ها

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