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شناسایی و اولویتبندی بازارهای هدف صنعت گردشگری ایران با استفاده از رویکرد تصمیمگیری چندشاخصۀ ترکیبی در یک محیط فازی | ||
مدیریت بازرگانی | ||
مقاله 8، دوره 7، شماره 2، 1394، صفحه 381-406 اصل مقاله (409.41 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.52080 | ||
نویسندگان | ||
محمد رضا تقی زاده یزدی* 1؛ فاطمه باقری2؛ علیرضا دهقان3؛ ناصر عبدی4 | ||
1استادیار مدیریت صنعتی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران | ||
2دانشجوی کارشناسی ارشد مدیریت جهانگردی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت صنعتی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران | ||
4دانشجوی کارشناسی ارشد جغرافیا و برنامهریزی توریسم، دانشکدۀ جغرافیا، زاهدان، ایران | ||
چکیده | ||
از آنجا که امروزه صنعت گردشگری، اهمیت بسیار زیادی در توسعۀ نظام اقتصادی جوامع دارد و کشورها در جذب گردشگران بینالمللی به رقابت میپردازند، پرداختن به بازاریابی و بهویژه موضوع انتخاب بازار هدف، از جمله مسائل مهم هر مقصد گردشگری بهشمار میرود. هدف این پژوهش، شناسایی مهمترین عوامل تأثیرگذار بر بازارهای هدف صنعت گردشگری ایران و اولویتبندی بازارهای هدف است. این پژوهش، نوعی رویکرد تصمیمگیری فازی ترکیبی شامل فرایند تحلیل سلسلهمراتبی فازی (FAHP) و روش شباهت بهگزینه ایدهآل فازی (FTOPSIS) را برای اولویتبندی بازارهای هدف بهکار میگیرد و از متخصصان حوزۀ گردشگردی بهمنظور شناسایی و مقایسۀ عوامل تأثیرگذار بر انتخاب بازار هدف، بهره میبرد. یافتهها نشان میدهد روش تحلیل توسعهای بهکار رفته در FAHP ممکن است به تصمیمهای اشتباهی منجر شود. از این رو در این پژوهش از روش وانگ و چن بهمنظور محاسبۀ وزن شاخصها در FAHP فازی استفاده شد. نتایج نشان داد تصویر ذهنی، روابط سیاسی و میزان خرجکرد گردشگران، مهمترین عوامل مؤثر در انتخاب بازار هدف است. بر این اساس کشور چین از بین بازارهای هدف در رتبۀ اول و هلند در رتبۀ آخر قرار گرفت. | ||
کلیدواژهها | ||
: بازاریابی گردشگری؛ بازار هدف؛ تصمیمگیری چندشاخصه ((MADM؛ روش شباهت به گزینه ایدهآل فازی (FTOPSIS)؛ فرایند تحلیل سلسله مراتبی فازی(FAHP) | ||
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