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تحلیل استراتژیک توسعه گردشگری ورزشی فعال ایران | ||
مطالعات بازاریابی ورزشی | ||
دوره 4، شماره 1، اردیبهشت 1402، صفحه 73-90 اصل مقاله (900.8 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2023.62677 | ||
نویسندگان | ||
ابراهیم علیدوست قهفرخی1؛ مهدی دستگردی2؛ نادر رنجبر3؛ رحیم خسرومنش* 4 | ||
1دانشیار مدیریت ورزشی، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، ایران. | ||
2استادیار مدیریت ورزشی، دانشکده تربیت‎بدنی و علوم‎ورزشی، واحد صفادشت، دانشگاه فنی‎وحرفه‎ای، تهران، ایران. | ||
3دکترای روانشناسی ورزشی، دانشکده تربیت‎بدنی و علوم‎ورزشی، دانشگاه تهران، تهران، ایران. | ||
4دکترای مدیریت‎ورزشی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، تهران، ایران | ||
چکیده | ||
صنعت گردشگری در قرن بیست و یکم رشد انفجاری داشته و جایگاه ویژه ای در تولید ناخالص داخلی (GDP) و رشد اقتصادی کشورها پیدا کرده است. گردشگری ورزشی بخش مهمی از صنعت گردشگری است و انواع گوناگونی دارد. در سالهای اخیر؛ گردشگری ورزشی فعال رشد فزاینده ای در بازارهای گردشگری بین المللی پیدا کرده است. از همین رو؛ هدف این تحقیق تحلیل استراتژیک توسعه گردشگریورزشی فعال ایران در سطح بینالمللی بود. روش شناسی تحقیق از نوع آمیخته (کیفی و کمی) بود. به منظور شناسایی نقاط قوت، ضعف، فرصتها و تهدیدهای پیرامون گردشگری ورزشی فعال ایران از مصاحبه و مطالعات کتابخانه ای استفاده شد. در این تحقیق با 37 خبره مصاحبه های عمیقی انجام شد و از کارگروه تخصصی برای تحلیل، تدوین و ارزیابی استراتژی ها استفاده شد. یافته ها نشان داد بازاریابی ضعیف مهمترین ضعف، وجود جاذبه های فراوان گردشگری ورزشی فعال مهمترین قوت، ارزش بالای ارزهای بین المللی در ایران مهمترین فرصت و تحریم های آمریکا مهمترین تهدید گردشگری ورزشی فعال ایران در سطح بین المللی هستند. بازاریابی دیجیتالی، بازاریابی ویروسی و بازاریابی اینفلوئنسری سه روش بازاریابی مدرن در توسعه صنعت گردشگری هستند که به منظور افزایش سهم بازار گردشگری ورزشی فعال ایران در بازار بین المللی باید از آنها به خوبی استفاده کرد. | ||
کلیدواژهها | ||
گردشگری ماجراجویانه؛ موج سواری؛ کوهنوردی؛ اسکی؛ بیابانگردی؛ استراتژی | ||
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