تبیین و تحلیل استراتژی تبلیغات در بازسازی تصویر ذهنی گردشگران

شناسایی و تبیین سازه‌ها و ابعاد استراتژی‌های تبلیغاتی موثر در ترمیم، بازآرایی و بازسازی تصویر ذهنی گردشگران از مقاصد گردشگری است. مقاصدی که در معرض بحران تخریب رسانه‌ای و جنگی قرار گرفته‌اند. این مطالعه از نظر روش، کیفی، از نظر هدف، اکتشافی و از نظر راهبرد، داده‌بنیاد نوظهور است. داده‌ها از طریق مصاحبه‌های عمیق بصورت نیمه‌ساختارمند با متخصصان و خبرگان صنعت گردشگری در سوریه و ایران گردآوری شدند، سپس از روش‌های تجزیه تحلیل محتوا، برای تحلیل مصاحبه‌ها و استخراج نتایج آنها استفاده شد. در مورد یافته‌ها خبرگان بیان کردند که در تناسب با استراتژی تبلیغات و ابعاد آن، مخاطب هدف باید کشورهای همجوار، کشورهای دوست و یا آژانس‌های خارجی باشد. محتوای تبلیغ به چند شکل می‌تواند طراحی شود، مانند گردشگری مذهبی، گردشگری سلامت، گردشگری جنگی، تبلیغات مستندی، جزئیات سفر دیگران، تمرکز بر صحرا، مناطق تاریخی و باستانی، جاهایی که در معرض جنگ قرار گرفته بودند، استفاده از ترکیب انواع تبلیغات که شامل ویدیو، عکس و پوستر، تبلیغات تزریقی، استفاده از تورهای داخلی، تمرکز بر اقدامات حکومت و جنبه‌های امنیتی، فرهنگی و سرگرمی مقصد. برای پخش این تبلیغ بهتر است از رسانه‌های فضای مجازی استفاده شود. علاوه بر این، از نمایشگاه‌های گردشگری بین‌المللی، تبلیغات توصیه‌ای، آدم‌های ‌مشهور و با اعتبار استفاده به عمل آید. علاوه بر آن، نقش سفارت‌ها و وزارت‌های گردشگری نباید نادیده گرفته شود. راجع به تکرار نیز بحث شد که تبلیغ باید حدود 4 بار در روز و تقریبا به مدت 6 ماه پخش شود تا اثرگذار باشد.

explain and analyze the advertising strategy in reconstructing the mental image of tourists

introduction: tourism is considered a major power where it has a constructive effect on the environment, society, and the overall economy. the importance of the tourism industry is derived from its role as a strategic economic function for so many countries around the world. according to them, this study was conducted due to the great importance of the tourism sector and its influence on other economic sectors, and because of the growing implementation of the destination image concept in the field of tourism, where the mental image of a travel destination has an important role in convincing people to visit that place. the purpose of this study is to study tourism advertising strategies and analysis the components of each dimension of an effective advertising strategy in order to reconstruct the tourist image of the tourist destinations in crisis.methodology: this study is a qualitative study based on the grounded theory and, in terms of purpose, is an exploratory study. a review of the theoretical basis and literature review in the field of reconstruction of tourists’ mental images and the models used in these studies have been used to extract their elements. at this stage, and in order to get to the purpose of the study, a number of questions were designed that include the main question and some sub-questions. the main question is: what is the advertising strategy for reconstructing the mental image of tourists? the sub-questions of the research are: 1) who is the target audience of the considered advertising strategy? 2) what is the content of advertisements for the reconstruction of the mental image of tourists in crisis countries? 3) what media is suitable for reconstructing the mental image of tourists? 4) what should be the frequency of repetition of the ad needed to reconstruct the mental image? the exploratory section used semi-structured interviews with tourism industry experts in syria and iran to collect samples. the refined variables and the relationships between them have been identified using grounded theory to increase the understanding of the problem. content analysis methods have been used. in this regard, to analyze the interviews and obtain the findings, (atlas ti) software was used, which has produced several graphs with the help of this software. the statistical population of this research, as we said before, was the tourism industry experts of syria and iran, where it consisted of 11 experts. in this study, the sample size was selected based on the theoretical saturation of academic and tourism industry experts. purposeful sampling was performed according to the theoretical saturation approach. discussion and results: the experts of the tourism industry in syria and iran stated that regarding the specific situation in syria, the target audience should be either neighboring or friendly countries, where they may have the ability to know the real situation that exists in the country in the light of its special conditions. in addition to that, overseas tourism agencies can also be considered a target audience. speaking about advertising content, it can be designed in several ways, such as using the concept of religious tourism, health tourism, war tourism, documentary advertising, other travel details, focus on the desert, historical and archaeological places and destinations that were exposed to war, use of a combination of advertising types, including video, photos, and posters, use of domestic tours as advertising, focus on government actions and security, and cultural and entertainment aspects of the destination. the data collected from tourism sector experts showed that it is better to use social media such as facebook, instagram, twitter, linkedin, websites, wikipedia, and others to spread this advertisement. television is also still an influential tool.