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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) | ||
عنوان مقاله [English] | ||
Identification and prioritization of the tourism industry's target markets using Multi Attribute Decision Making Approach in a fuzzy environment | ||
نویسندگان [English] | ||
Mohamad Reza Taghizadeh Yazdi1؛ Fatemeh Bagheri2؛ Alireza Dehghan3؛ Naser Abdi4 | ||
1Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran | ||
2MSc. Student in Tourism Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
3MSc. Student in Industrail Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
4MSc. Student in Geography and Tourism Planning, Faculty of Geography, University of Sistan and Balouchestan, Zahedan, Iran | ||
چکیده [English] | ||
Tourism plays a very important role in the communities’ economic system development and therefore different countries compete to attract the international tourists, so marketing and specifically the issue of selecting target market are important. This study aims to identify the most important factors affecting Iran's tourism industry target markets and prioritize these target markets. In this study, a fuzzy decision-making approach that includes fuzzy hierarchy analysis process (FAHP) and a similar approach to fuzzy ideal (FTOPSIS) was used to prioritize target markets. Also, the tourism experts identified and compared the influential factors on choices of target market. The results showed that using developmental analysis method in FAHP may lead to wrong decisions. Hence, in this study Wang and Chen method was used to calculate the indexes weight in fuzzy FAHP. The final results of study illustrated that China ranks first and Netherlands ranks last in the target markets. | ||
کلیدواژهها [English] | ||
Fuzzy analytical hierarchy process (FAHP), multi attribute decision making (MADM), target market, Technique for Order of Preference by Similarity to Ideal Solution (FTOPSIS), Tourism Marketing | ||
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