مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی مدل اکوسیستم ناهمگن هم آفرین در صنعت گردشگری

نویسندگان
مرضیه فولادچنگ 1
میرزا حسن حسینی 2
محمدمهدی پرهیزگار 3
سیده معصومه غمخواری 4
1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشگاه پیام نور ، تهران، ایران.
2 استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.
3 دانشیار گروه مدیریت بازرگانی دانشگاه پیام نور، تهران، ایران
4 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران
10.52547/JABM.3.2.367788
چکیده
هدف پژوهش حاضر طراحی مدل اکوسیستم ناهمگن هم آفرین در صنعت گردشگری از منظرخبرگان، مدیران و کارکنان، مشتریان و آژانس های گردشگری بوده که از نظریه داده بنیاد اشتراوس و کوربین استفاده شده است. با استفاده از روش نمونه گیری هدفمند با سه دسته از صاحبنظران با تجربه شامل 21 نفر از مدیران و کارکنان هتل های شیراز، 15 نفر از مشتریان و 15 نفر از مدیران آژانسهای گردشگری مصاحبه های نیمه ساختار یافته به عمل آمد. داده ها استخراج گردید و تجزیه و تحلیل آن، طی سه مرحله کدگذاری(باز، محوری و انتخابی) قرار گرفت. نتیجه بدست آمده 29 مقوله ی کلی بود که در قالب مدل پارادایمی شامل عوامل علی(هم آفرینی مشتریان، هم آفرینی عرضه کنندگان، هم آفرینی مدیران، هم آفرینی کارکنان)، عوامل زمینه ای(ویژگی های شخصیتی مشتریان، ویژگی های کارکنان، پیشرفتهای تکنولوژیکی هتل، ویژگی های مدیران و ویژگی های صنعت)، عوامل مداخله گر(موانع مربوط به هتل، موانع مربوط به صنعت و موانع ملی)، عوامل راهبرد(ارتقای ساز و کارهای ارتباط با بازیگران اکوسیستم، ارتقای ساز و کارهای ارتباط بازیگران اکوسیستم با هم، افزایش رضایت بازیگران اکوسیستم، شفاف سازی فرایندهای ارایه خدمات به مشتریان) و پیامدها(پیامد برای هتل، پیامد برای مشتریان، پیامد برای کارکنان و پیامد برای جامعه) جای گرفتند. فرایند عملیاتی سازی مدل اکوسیستم ناهمگن هم آفرین و روابط بین مقوله ها و ابعاد آن ها توسط این مدل به تصویر کشیده شده است.
کلیدواژه‌ها
اکوسیستم
هم آفرینی
صنعت گردشگری
نظریه داده بنیاد

موضوعات

عنوان مقاله English

Designing a homogeneous heterogeneous ecosystem model in the tourism industry

نویسندگان English

marzieh fouladchang 1
mirzahasan hosseini 2
Mohammad Mehdi Parhizgar 3
seyedeh maasoumeh Ghamkhari 4
1 PhD student, Department of Business Administration, Payam Noor University, Tehran, Iran.
2 Professor, Department of Business Administration, Payam Noor University, Tehran, Iran.
3 Associate Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
4 Assistant Professor, Department of Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran
چکیده English

The aim of the current research is to design a model of a heterogeneous co-creating ecosystem in the tourism industry from the perspective of experts, managers and employees, customers and tourism agencies, which is based on the data theory of the Strauss and Corbin Foundation. Using the purposeful sampling method, semi-structured interviews were conducted with three groups of experienced experts including 21 managers and employees of Shiraz hotels, 15 customers and 15 managers of tourism agencies. The data was extracted and analyzed in three stages of coding (open, central and selective). The result obtained was 29 general categories, which in the form of a paradigm model include causal factors (customers' co-creation, suppliers' co-creation, managers' co-creation, employees' co-creation), contextual factors (customers' personality traits, employees' characteristics, technological advances) hotel, characteristics of managers and industry characteristics), intervening factors (obstacles related to the hotel, barriers related to the industry and national barriers), strategic factors (improving communication mechanisms with ecosystem actors, improving communication mechanisms between ecosystem actors together , increasing the satisfaction of ecosystem players, clarifying the processes of providing services to customers) and consequences (consequences for the hotel, consequences for customers, consequences for employees and consequences for the society). The operationalization process of the homogeneous heterogeneous ecosystem model and the relationships between categories and their dimensions are depicted by this model.

کلیدواژه‌ها English

Ecosystem
co-creation
tourism industry
foundation data theory
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