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بخشبندی بازار گردشگران ساحلی با رویکرد نقشههای خودسازمانده | ||
| مدیریت بازرگانی | ||
| مقاله 4، دوره 8، شماره 4، 1395، صفحه 745-770 اصل مقاله (1000.63 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2017.61298 | ||
| نویسندگان | ||
| منیژه بحرینی زاد* 1؛ مجید اسماعیلپور2؛ دنیا کبیری فرد3 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| 2استادیار گروه مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| 3دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| چکیده | ||
| انتخاب افراد برای بازدید از یک مقصد، از سویی به ویژگیهای آن بستگی دارد و از سوی دیگر به انگیزههای متفاوت بازدیدکنندگان وابسته است. از این رو، پژوهش حاضر با هدف بخشبندی و تعیین نیمرخ گردشگران ساحلی با استفاده از رویکرد بخشبندی بازار اجرا شده است. جامعۀ آماری این پژوهش را گردشگران ساحلی شهر بوشهر تشکیل میدهند. با استفاده از رابطۀ کوکران، حجم نمونه 207 نفر بهدست آمد. دادههای پژوهش از طریق پرسشنامهای که دربرگیرندۀ دو بخش بود، گردآوری شد. در بخش نخست پرسشنامه، عوامل انگیزشی جذبکنندۀ افراد به مقصد بررسی گردید و در بخش دوم، امکانات مقصد از دید گردشگران ارزیابی شد. بهمنظور تحلیل دادهها، از رویکرد نقشههای خودسازمانده که یکی از روشهای مبتنی بر شبکههای عصبی مصنوعی بهشمار میرود، استفاده شده است. یافتههای پژوهش به شناسایی سه دستۀ متفاوت از گردشگران ساحلی با انگیزههای مختلف بازدید منجر شد. این سه دسته از گردشگران، دنبالکنندگان جاذبههای ساحل و فعالیتهای گوناگون، تفریحگرایان و دنبالکنندگان استراحت نامگذاری شدند. بر این اساس، راهبردهای بازاریابی برای توسعۀ فعالیتهای گردشگری متناسب با هر بخش پیشنهاد شده است | ||
| کلیدواژه‌ها | ||
| بخشبندی بازار؛ تحلیل خوشه‌ای؛ گردشگری ساحلی؛ نقشههای خود-سازمانده | ||
| عنوان مقاله [English] | ||
| Market segmentation of coastal tourists with The self organizing maps approach | ||
| نویسندگان [English] | ||
| Manijeh Bahrainizadeh1؛ Majid Esmaeilpoor2؛ Donya Kabiri Fard3 | ||
| چکیده [English] | ||
| : An individual’s choice for a particular destination depends on it's characteristics and different motivation of visitors. Therefore, in order to identify coastal tourist's profiles and motivation, this research was conducted among tourists who visit's coast of Bushehr in southern Iran. Research data was collected through a questionnaire, which consists of two parts. In the first part of the questionnaire the motivational factors that attracting people to the destination where investigated and in the second part the facility of place were evaluated by tourists. Using a convenience sample, 207 surveys were collected and analyzed with self-organizing maps (SOM) that based on artificial neural networks. Clustering results showed three clusters of tourists: beach attractions and various activities seekers, Recreation seekers and relaxation seekers. According to these results, appropriate marketing strategies suggested to effectively develop tourism policies in each segment. | ||
| کلیدواژه‌ها [English] | ||
| Market segmentation, Cluster Analysis, coastal tourism, self-organizing maps (SOM) | ||
| مراجع | ||
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