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طراحی مدل ژئومارکتینگ مبتنی بر فناوری بلاک چین در صنعت گردشگری | ||
| نشریه گردشگری شهری | ||
| دوره 12، شماره 1، فروردین 1404، صفحه 21-37 اصل مقاله (887.31 K) | ||
| نوع مقاله: مقاله مستخرج از رساله دکتری | ||
| شناسه دیجیتال (DOI): 10.22059/jut.2025.384691.1240 | ||
| نویسندگان | ||
| مهرداد ناصرپور؛ محمد باشکوه اجیرلو* ؛ قاسم زارعی؛ حسین رحیمی | ||
| گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| چکیده | ||
| با توسعه فناوری و گسترش استفاده از داده‌های مکانی در صنعت گردشگری، توجه به موضوع نوظهور ژئومارکتینگ یا بازاریابی مبتنی بر مکان و به‌کارگیری فناوری‌های نوین مانند بلاک چین برای بهینه‌سازی ژئومارکتینگ، امری ضروری به نظر می‌رسد. هدف این پژوهش، طراحی یک الگوی ژئومارکتینگ مبتنی بر فناوری بلاک چین در صنعت گردشگری است. این پژوهش به‌طورکلی کمی و کیفی بوده و از حیث هدف، کاربردی به‌حساب می‌آید. جامعه آماری پژوهش شامل متخصصان حوزه بازاریابی گردشگری، فناوری اطلاعات و مدیران گردشگری بوده که با استفاده از روش نمونه‌گیری قضاوتی انتخاب‌شده‌اند. برای جمع‌آوری داده‌ها و شناسایی مفاهیم اصلی، از مصاحبه‌های نیمه ساختاریافته و بدون ساختار استفاده‌شده است. جهت بررسی اعتبار پژوهش، از مدل کرسول همراه با ارزیابی روایی محتوایی و پایایی درون کدگذار و میان کدگذار استفاده‌شده است. در این تحقیق از رویکرد نظریه داده بنیاد به شیوه اشتراوس و کوربین استفاده‌شده و با بهره‌گیری فرآیند کدگذاری سه مرحله‌ای باز، محوری و انتخابی مدلی مشتمل بر شرایط علی، زمینه‌ای و مداخله‌گر به همراه معرفی پدیده محوری و ارائه راهبردهای ژئومارکتینگ و شناسایی پیامدهای آن استخراج گردید. با توجه به یافته‌های پژوهش مبنی بر پیچیدگی و حجم بالای اطلاعات مکان‌ها در صنعت گردشگری، استفاده از این فناوری در جهت پیاده‌سازی هر چه‌بهتر ژئومارکتینگ می‌تواند به شکل قابل‌توجهی در مدیریت این اطلاعات تأثیرگذار باشد. نتیجه کلی این پژوهش این بود که با توجه به حضور شرکت‌ها در عصر فناوری برای پیاده‌سازی ژئومارکتینگ مبتنی بر فناوری بلاک چین بایستی از راهبردهایی نظیر سیاست‌گذاری فناوری، توسعه زیرساخت و دیجیتال آنبوردینگ استفاده نمود. | ||
| کلیدواژه‌ها | ||
| ژئومارکتینگ؛ فناوری بلاک چین؛ بازاریابی گردشگری؛ صنعت گردشگری | ||
| عنوان مقاله [English] | ||
| Designing a Geomarketing Model Based on Blockchain Technology in the Ttourism Industry | ||
| نویسندگان [English] | ||
| Mehrdad Naserpour؛ Mohammad Bashokouh Ajirloo؛ ghasem zarei؛ hossein rahimi | ||
| Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| چکیده [English] | ||
| A B S T R A C T With the advancement of technology and the increasing use of spatial data in the tourism industry, attention to geomarketing and the application of innovative technologies like blockchain for optimizing geomarketing has become essential. This research aims to design a blockchain-based geomarketing model in the tourism industry. The study employs a mixed-methods approach, encompassing both quantitative and qualitative aspects, and is considered applied research. The statistical population includes tourism marketing experts, information technology specialists, and tourism managers, selected through purposive sampling. Data collection and the identification of key concepts were conducted using semi-structured and unstructured interviews. Creswell's model was applied alongside content validity assessment and intra/inter-coder reliability evaluations to ensure research validity. The study follows the grounded theory approach using Strauss and Corbin’s method, extracting a model through a three-stage coding process (open, axial, and selective) that includes causal, contextual, and intervening conditions, identifies the central phenomenon, proposes geomarketing strategies, and outlines their consequences. According to the research findings, given the complexity and large volume of location-based data in the tourism industry, implementing this technology can significantly enhance information management for more effective geomarketing. The study concludes that for companies to implement blockchain-based geomarketing in the technological era, strategies such as technology policy-making, infrastructure development, and digital onboarding must be adopted. Extended Abstract Introduction Today, with the advancement of technology and the increase in the use of location data in the tourism industry, the attention to the new subject of location-based marketing, or geomarketing, has increased even more. Since location data contains valuable information and plays an important role in the decision-making of travelers and tourists, it seems necessary to use new technologies such as blockchain to optimize geomarketing. Blockchain technology has recently gained attention for its potential to transform various fields, including the tourism industry. The research aimed to design a geomarketing model utilizing blockchain technology for the tourism industry. Methodology Today, with the advancement of technology and the increase in the use of location data in the tourism industry, the attention to the new subject of location-based marketing, or geomarketing, has increased even more. Since location data contains valuable information and plays an important role in the decision-making of travelers and tourists, it seems necessary to use new technologies such as blockchain to optimize geomarketing. Blockchain technology has recently gained attention for its potential to transform various fields, including the tourism industry. The research aimed to design a geomarketing model utilizing blockchain technology for the tourism industry. Results and discussion In the research findings section, using the open, central, and selective three-stage coding method, a model including causal, contextual, and intervening conditions, introducing the central phenomenon, presenting geomarketing strategies, and identifying its consequences were presented. For the discussion, Minavan stated that the tourism industry, as one of the basic and important economic industries of every country, plays a significant role in economic, cultural, and social development. According to the World Tourism Organization (WTO) report, Iran has a significant place in the world in terms of historical and natural attractions. Also, our country has a unique position in the field of tourism, with 11 out of 13 regions. On the other hand, despite the intense competition in this industry, the use of new technologies and location-based marketing tools is of great importance. In the field of tourism, it is very important to use these technologies in order to improve the process of communication and provide services to tourists. Regarding the movement of tourists during travel and the need for accurate and up-to-date information, blockchain technology can help improve the travel experience and satisfy tourists. Considering the complexity and high volume of information about places in the tourism industry, the use of this technology in order to implement geomarketing as best as possible can be significantly effective in managing this information. Increasing the security of transactions, transparency of information, and increasing tourists' trust in the services provided are just some of the benefits of using blockchain in the tourism industry. Conclusion The research results include identifying the main variables in connection with the presentation of the geomarketing model based on blockchain technology.In describing the variables of the research and its model, it is necessary to mention that a set of causal, contextual, and intervening conditions have been identified, which are, in fact, the foundation and justification of the geomarketing model based on blockchain technology. Therefore, according to interviews with big data experts and information analysis, population density and distance from key centers have created the most important causal conditions for providing a geomarketing model based on blockchain technology. The aforementioned reasons are specialized justifications that realize the geomarketing model based on blockchain technology. In fact, these causal conditions refer to a set of reasons based on which geomarketing strategy should be designed. Thus, the most important causal conditions that justify the design of geomarketing are the quick analysis of a large volume of spatial data, the distance from densely populated urban centers, the number of tourists, and the population density of tourists in the desired location. Also, the results from the model indicate that tourists' information, the elimination of middlemen in blockchain, and the complexity of blockchain technology are the most important factors that play an intervening role in geomarketing design. So, by presenting a geomarketing model based on blockchain technology, removing intermediaries in the flow of information, identifying behavioral patterns and decision-making of tourists, the intertwining of blockchain technology, and the extension of the blockchain in blockchain technology to act as facilitators or limiters of strategies. Also, competitive conditions, business location conditions, commercial area characteristics, and tourist attraction locations were identified as the main fields of the geomarketing model. Based on this, the number of competitors, market size, geographic location of business, geographic information of business location, reputation of tourist attraction, geographic location of tourist attraction, location-based services (LBS), and spatial data infrastructure (SDI) are the most important fields. Geomarketing model formations have been identified. In addition to what was said, digital culture, technology policy, digital onboarding development, and infrastructure development are the four main strategies for implementing the geomarketing model based on blockchain technology. This means that in order to implement geomarketing, businesses should consider factors such as formulating a policy for using blockchain technology, changing the company's goals towards the use of blockchain technology, spreading the culture, and teaching the use of blockchain. Business managers' understanding of the concept of geomarketing and blockchain technology, improving technical and technological infrastructure in the tourism industry, developing digital marketing platforms, applying the principles of responsibility, accountability, and transparency (ART) in tourism planning, and paying special attention to the creation of a platform for blockchain technology. Finally, implementing the geomarketing model based on blockchain technology will achieve consequences such as improving security, competitive advantage, online visits, the payment process, and validating and authenticating tourists. Accordingly, the most important consequences in the five sections include speeding up the authentication process, safe flow of information in the blockchain network, making payments easier, improving the security of payments, increasing the security of privacy, and ability the advantages of digital marketing are the promotion of the business brand and tourism destination, unique digital identity, quick and easy access to tourism services, greater transparency and more accurate and faster traceability. Funding There is no funding support. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. | ||
| کلیدواژه‌ها [English] | ||
| Geomarketing, Blockchain Technology, Blockchain, Tourism Marketing, Tourism Industry | ||
| مراجع | ||
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