شناسایی فراروندهای موثر بر آینده بازاریابی گردشگری پساکرونا (با رویکرد تحلیل ساختاری، تاثیرات متقابل)

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺗﺎﺛﯿﺮات و ﻋﺪم ﻗﻄﻌﯿﺘﯽ ﮐﻪ ﮐﺮوﻧﺎ ﺑﺮ اﻗﺘﺼﺎد، اﺟﺘﻤﺎع و ﺣﯿﺎت ﺻﻨﺎﯾﻊ ﮔﺬاﺷﺘﻪ و ﻣﺸﮑﻼﺗﯽ ﮐﻪ ﺑﻪ وﯾﮋه ﺑﺮای ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮی ﺑﻪ ﻫﻤﺮاه داﺷﺘﻪ اﺳﺖ آﯾﻨﺪهﻧﮕﺎری و ﺷﻨﺎﺳﺎﯾﯽ روﻧﺪﻫﺎ و ﻓﺮاروﻧﺪﻫﺎی ﻣﻮﺛﺮ ﺑﺮ آﯾﻨﺪه ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮی ﭘﺴﺎﮐﺮوﻧﺎ ﺑﺮای اداﻣﻪ ﺣﯿﺎت اﯾﻦ ﺻﻨﻌﺖ ﺿﺮوری اﺳﺖ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻓﺮاروﻧﺪﻫﺎی ﻣﻮﺛﺮ ﺑﺮ آﯾﻨﺪه ﺑﺎزارﯾﺎﺑﯽ ﮔﺮدﺷﮕﺮی ﭘﺴﺎﮐﺮوﻧﺎ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ ﭘﺲ از اﻧﺠﺎم ﻣﻄﺎﻟﻌﺎت ﮐﺘﺎﺑﺨﺎﻧﻪای و ﺑﺮرﺳﯽ اﺳﻨﺎد ﻣﻌﺘﺒﺮ و ﻣﺼﺎﺣﺒﻪ ﻓﻬﺮﺳﺘﯽ از ﻓﺮاروﻧﺪﻫﺎ و روﻧﺪﻫﺎی ﮐﻠﯿﺪی آﯾﻨﺪه ﮔﺮدﺷﮕﺮی ﭘﺴﺎﮐﺮوﻧﺎ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪ، ﺳﭙﺲ ﺑﺎ ﺑﻬﺮهﮔﯿﺮی از روشﻫﺎی آﯾﻨﺪهﻧﮕﺎری، روش ﺗﺤﻠﯿﻞ ﺳﺎﺧﺘﺎری- ﺗﺎﺛﯿﺮات ﻣﺘﻘﺎﺑﻞ، ﻣﺎﺗﺮﯾﺲ ﺗﺎﺛﯿﺮ ﻣﺘﻘﺎﺑﻞ ﻃﺮاﺣﯽ ﺷﺪ ﺑﺎ ﻧﻈﺮ 14 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن ﭘﮋوﻫﺶ و اﺟﻤﺎع ﻧﻈﺮات آﻧﻬﺎ درﺑﺎره ﺗﺎﺛﯿﺮ ﻋﻮاﻣﻞ ﺑﺮ ﯾﮑﺪﯾﮕﺮ ﻣﺎﺗﺮﯾﺲ ﺗﮑﻤﯿﻞ ﺷﺪ. ﺑﺎ ﺗﺤﻠﯿﻞ دادهﻫﺎی ﺑﺪﺳﺖ آﻣﺪه از ﻣﺎﺗﺮﯾﺲ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار ﻣﯿﮏﻣﮏ، ﻣﯿﺰان ﺗﺎﺛﯿﺮﮔﺬاری و ﺗﺎﺛﯿﺮﭘﺬﯾﺮی ﻫﺮ ﮐﺪام از ﻋﻮاﻣﻞ و ﭘﺮاﮐﻨﺶ ﻋﻮاﻣﻞ از ﺟﻤﻠﻪ ﭘﺎﯾﺪار و ﻧﺎﭘﺎﯾﺪار ﻣﺸﺨﺺ و ارزﯾﺎﺑﯽ ﺷﺪه و ﺗﻤﺎﻣﯽ روﻧﺪﻫﺎ در ﻗﺎﻟﺐ ﻣﺘﻐﯿﺮﻫﺎی دووﺟﻬﯽ، ﻣﺘﻐﯿﺮﻫﺎی ﺗﻨﻈﯿﻢﮐﻨﻨﺪه، ﻣﺘﻐﯿﺮﻫﺎی ﺗﺎﺛﯿﺮﮔﺬار، ﻣﺘﻐﯿﺮﻫﺎی واﺑﺴﺘﻪ و ﻣﺘﻐﯿﺮﻫﺎی ﻣﺴﺘﻘﻞ ﻣﺸﺨﺺ و دﺳﺘﻪﺑﻨﺪی ﺷﺪ و ﻧﻬﺎﯾﺘﺎ ﺑﺮاﺳﺎس ﺗﺤﻠﯿﻞﻫﺎی ﻧﺮماﻓﺰاری ﺻﻮرت ﮔﺮﻓﺘﻪ روﻧﺪﻫﺎی راﻫﺒﺮدی ﻣﻮﺛﺮ ﺷﻨﺎﺳﺎﯾﯽ و ﻣﺸﺨﺺ ﮔﺮدﯾﺪ ﮐﻪ ﻋﺒﺎرﺗﻨﺪ از: ﺟﻬﺎن ﻣﺠﺎزی، اﻓﺰاﯾﺶ ﺗﻮﺟﻪ ﺑﻪ ﺑﻬﺒﻮد ﺳﺒﮏ زﻧﺪﮔﯽ ﻣﺮدم در ﺗﻮﺳﻌﻪ ﻓﻨﺎوری، ارزشﻫﺎی اﻗﺘﺼﺎدی، ﮐﺎﻧﺎلﻫﺎی دﯾﺠﯿﺘﺎل، ﻣﺮاﻗﺒﺖﻫﺎی ﺑﻬﺪاﺷﺘﯽ، اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ، رﺷﺪ ادﻏﺎم ﺑﺎزارﻫﺎ، اﺳﺘﻘﺮار ﻓﻨﺎوری ﺟﺪﯾﺪ، ﻧﮕﺮاﻧﯽ اﭘﯿﺪﻣﯽﻫﺎ، ﻧﻮآوری ﺑﻪ ﻋﻨﻮان رﺷﺪ ﭘﺎﯾﺪار، ﺗﻐﯿﯿﺮ ﺑﺎورﻫﺎ و ارزشﻫﺎ و اﻋﺘﻘﺎدات، ﺗﺤﻮل اﺟﺘﻤﺎﻋﯽ و اﻗﺘﺼﺎدی، اﻫﻤﯿﺖ زﻧﺠﯿﺮه ﺗﺎﻣﯿﻦ، ﺑﺎزارﻫﺎی در ﺣﺎل ﻇﻬﻮر، دﺳﺘﯿﺎﺑﯽ ﺑﻪ ﻓﻨﺎوری ﭘﯿﺸﺮﻓﺘﻪ، اﻧﻌﻄﺎفﭘﺬﯾﺮی، ﭼﺎﺑﮑﯽ، ﻫﻮش ﻣﺼﻨﻮﻋﯽ، ﺗﺤﻮل ﺑﺨﺸﯽ؛ اﯾﻦ ﻣﺘﻐﯿﺮﻫﺎ ﺑﻪ ﻋﻨﻮان ﺑﺎزﯾﮕﺮان اﺻﻠﯽ در آﯾﻨﺪه ﮔﺮدﺷﮕﺮی ﭘﺴﺎﮐﺮوﻧﺎ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﺑﺎﺗﻮﺟﻪ ﺑﻪ ﻓﺮاروﻧﺪﻫﺎ و روﻧﺪﻫﺎی راﻫﺒﺮدی ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪه آﯾﻨﺪه ﮔﺮدﺷﮕﺮی ﭘﺴﺎﮐﺮوﻧﺎ ﻣﯽﺗﻮاﻧﺪ ﺑﻪ ﺑﻬﺒﻮد ﻣﺤﯿﻂ زﯾﺴﺖ، ﻧﮕﺮاﻧﯽﻫﺎی ﮐﻪ در زﻣﯿﻨﻪ ﺳﻼﻣﺖ و ﺑﻬﺪاﺷﺖ ﻣﻄﺮح ﻫﺴﺖ و ﺑﻬﺒﻮد ﺳﺒﮏ زﻧﺪﮔﯽ ﮐﻤﮏ ﻧﻤﺎﯾﺪ.

Identifying processes affecting the future of post-corona tourism marketing (with a structural analysis approach, Cross Impact Analysis)

Given the impact that Corona has had on the economy, society and the life of the industry and the problems it has brought, especially for the tourism industry, foresight and identification of trends and developments affecting the future of the postCorona tourism industry is essential for the industry to survive. The purpose of this study is to identify the megatrend affecting the future of postcorona tourism marketing. Therefore, after conducting library studies and reviewing valid documents and interviewing, a list of key developments and trends in the future of postcorona tourism was identified. The opinion of 14 experts and their consensus on the influence of factors on each other entered the matrix. By analyzing the data obtained from the matrix using Micmac software, the effectiveness of each factor and the distribution of factors including stable and unstable are determined and evaluated and all trends in the form of twodimensional variables, regulatory variables. Impact variables, dependent variables and independent variables were identified and categorized, and finally, based on software analysis, effective strategic trends were identified and identified, which are: virtual world, increasing attention to improving lifestyle, economic values, channel Digital ،, Health Care, Virtual Reality, Diseases and Treatments, Internet of things, Growing Market Integration, Technology Deployment, Epidemic Concern, Sustainable Innovation, Nanotechnology, Changing Beliefs and Values, Evolution Technology, social and economic transformation, the importance of supply chain, emerging markets, access to technology, flexibility, biotechnology, agility, artificial intelligence, transformation; These variables are considered as key players in the future of postcorona tourism