تحلیل استراتژی‌های بازاریابی دیجیتال برای سکوهای گردشگری با رویکرد ترکیبی فازی چندمعیاره

ﻫﺪف؛ ﺑﺎ ورود ﺑﻪ ﻋﺼﺮ اﻧﻘﻼب ﭼﻬﺎرم ﺻﻨﻌﺘﯽ و ﻣﻮاﺟﻪ ﺑﺎ ﺟﺮﯾﺎن روزاﻓﺰوﻧﯽ از ﮐﺎرﺑﺮد ﻓﻨﺎوریﻫﺎی دﯾﺠﯿﺘﺎل، اﯾﻦ ﭘﮋوﻫﺶ درﺻﺪد ﺗﺤﻠﯿﻞ و ارزﯾﺎﺑﯽ اﺳﺘﺮاﺗﮋیﻫﺎی ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل ﺑﺮای ﺳﮑﻮ)ﭘﻠﺘﻔﺮم(ﻫﺎی ﮔﺮدﺷﮕﺮی ﺑﺎ اﺳﺘﻔﺎده از اﺑﺰارﻫﺎی ﺗﺼﻤﯿﻢ ﮔﯿﺮی ﭼﻨﺪﻣﻌﯿﺎره اﺳﺖ. روش؛ ﻓﻠﺴﻔﻪ ﺗﺤﻘﯿﻖ ﻋﻤﻞﮔﺮاﯾﯽ ﺑﻮده و از ﺻﺒﻐﮥ ﺗﺮﮐﯿﺒﯽ)ﮐﯿﻔﯽ-ﮐﻤﯽ( ﺑﺮای ﺑﺮرﺳﯽ اﺳﺘﺮاﺗﮋیﻫﺎی ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل در ﺳﮑﻮﻫﺎی ﮔﺮدﺷﮕﺮی ﺑﻬﺮه ﺑﺮده اﺳﺖ. ﻫﻤﭽﯿﻨﯿﻦ در ﯾﮏ روﯾﮑﺮد ﺗﺤﻘﯿﻖ اﺳﺘﻘﺮاﯾﯽ، از ﺗﺤﻠﯿﻞ دادهﻫﺎی واﻗﻌﯽ و ﻧﻈﺮات ﺧﺒﺮﮔﺎن ﺑﺮای ﺗﺪوﯾﻦ ﻣﺪلﻫﺎی ﺗﺼﻤﯿﻢﮔﯿﺮی اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﺮاﺗﮋی ﺗﺤﻠﯿﻞ ﭼﻨﺪﻣﻌﯿﺎره و ﻣﺪلﺳﺎزی ﻓﺎزی، ﺑﻪ ﺻﻮرت ﻣﻘﻄﻌﯽ اﺟﺮا ﺷﺪه و دادهﻫﺎ در ﯾﮏ دوره زﻣﺎﻧﯽ ﻣﺸﺨﺺ )ﻣﻬﺮﻣﺎه 1403( ﺟﻤﻊآوری ﺷﺪهاﻧﺪ. اﻃﻼﻋﺎت ﻣﻮردﻧﯿﺎز اﺑﺘﺪا از ﻃﺮﯾﻖ ﻣﺮور ادﺑﯿﺎت ﻓﺮاﻫﻢ و ﺳﭙﺲ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎی ﻓﺎزی از ﻃﺮﯾﻖ ﻣﺼﺎﺣﺒﻪ ﺑﺎ ﺧﺒﺮﮔﺎن ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل و ﮔﺮدﺷﮕﺮی ﺗﮑﻤﯿﻞ ﺷﺪه و ﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﺮاﺳﺎس روشﻫﺎی ﻓﺎزی ﺑﻬﺘﺮﯾﻦ-ﺑﺪﺗﺮﯾﻦ)ﺑﺮای وزن-دﻫﯽ ﻣﻌﯿﺎرﻫﺎی اﻧﺘﺨﺎب اﺳﺘﺮاﺗﮋیﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل( و ﺗﺎﭘﺴﯿﺲ ﻓﺎزی)ﺑﺮای ارزﯾﺎﺑﯽ اﺳﺘﺮاﺗﮋﯾﻬﺎی ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل ﺑﺮاﺳﺎس ﻣﻌﯿﺎرﻫﺎی وزن دﻫﯽ ﺷﺪه( ﺻﻮرت ﮔﺮﻓﺖ. ﺑﺮای ﭘﯿﺎدهﺳﺎزی ﺗﺤﻠﯿﻞ ﻃﺒﻖ روشﻫﺎی ﻣﻮرد اﺷﺎره، ﻧﺮم اﻓﺰار اﮐﺴﻞ و ﮐﺪﻧﻮﯾﺴﯽ در ﻣﺤﯿﻂ ﭘﺎﯾﺘﻮن ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺘﻪ و ﻧﺘﺎﯾﺞ در ﻗﺎﻟﺐ ﺟﺪاول و ﻧﻤﻮدارﻫﺎ اراﺋﻪ ﺷﺪهاﻧﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ؛ ﮐﺎﻫﺶ ﻫﺰﯾﻨﻪ، اﻓﺰاﯾﺶ ﻣﺨﺎﻃﺒﺎن، وﻓﺎداری ﻣﺸﺘﺮی، ﺗﻮﺳﻌﻪ ﺑﺮﻧﺪ و ﺑﻬﺒﻮد ﺗﺠﺮﺑﻪ ﮐﺎرﺑﺮی ﺑﻪ ﻋﻨﻮان ﻣﻌﯿﺎرﻫﺎی ارزﯾﺎﺑﯽ اﺳﺘﺮاﺗﮋیﻫﺎ اﻧﺘﺨﺎب ﺷﺪﻧﺪ ﮐﻪ ﺑﻨﺎ ﺑﻪ روش ﻓﺎزی ﺑﻬﺘﺮﯾﻦ-ﺑﺪﺗﺮﯾﻦ ﻣﻌﯿﺎر وﻓﺎداری ﻣﺸﺘﺮی ﮐﻤﺘﺮﯾﻦ وزن و ﻣﻌﯿﺎر ﮐﺎﻫﺶ ﻫﺰﯾﻨﻪﻫﺎ ﺑﯿﺸﺘﺮﯾﻦ وزن را ﺑﻪ ﺧﻮد اﺧﺘﺼﺎص داد. ﻫﻤﭽﻨﯿﻦ ﺑﺮاﺳﺎس اﯾﻦ ﻣﻌﯿﺎرﻫﺎ و ﺑﻪ اﺳﺘﻨﺎد روش ﻓﺎزی-ﺗﺎﭘﺴﯿﺲ ، ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪﻫﺎی اﺟﺘﻤﺎﻋﯽ ﺑﺎﻻﺗﺮﯾﻦ اوﻟﻮﯾﺖ را داﺷﺘﻪ و ﺑﻪ ﻋﻨﻮان ﻣﻮﺛﺮﺗﺮﯾﻦ اﺳﺘﺮاﺗﮋی ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل ﺑﺮای ﭘﻠﺘﻔﺮمﻫﺎی ﮔﺮدﺷﮕﺮی ﺷﻨﺎﺳﺎﺋﯽ ﺷﺪ. ﻧﺘﯿﺠﻪ ﮔﯿﺮی؛ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ ﺑﻪ ﺟﻬﺖ دﺳﺘﺮﺳﯽ ﮔﺴﺘﺮده و ﺗﻮﻟﯿﺪ ﻣﺤﺘﻮای ﻣﺘﻨﻮع در ﺻﺪر ﻗﺮار ﮔﺮﻓﺖ و ﺑﻬﯿﻨﮥ ﺳﺎزی ﻣﻮﺗﻮر ﺟﺴﺘﺠﻮ ﺑﻪ ﺟﻬﺖ ﻣﻘﺮون ﺑﻪ ﺻﺮﻓﻪ و ﭘﺎﯾﺪار ﺑﻮدن در رﺗﺒﮥ ﺑﻌﺪی واﻗﻊ ﺷﺪ. در ﻋﺼﺮ ﺟﺪﯾﺪ ﻓﻨﺎوری اﻃﻼﻋﺎت، اﺑﺰارﻫﺎﺋﯽ ﻧﻈﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﻣﺒﺘﻨﯽ ﺑﺮ ﭘﺴﺖ اﻟﮑﺘﺮوﻧﯿﮏ دﯾﮕﺮ ﭼﻨﺪان ﻣﻮرد ﺗﻮﺟﻪ ﻗﺮار ﻧﻤﯽﮔﯿﺮد و ﺑﻪ ﺟﻬﺖ ﺗﺒﻠﯿﻐﺎت در ﻓﻀﺎی دﯾﺠﯿﺘﺎل ﻣﯽﺑﺎﯾﺴﺖ ﺑﺮ روی اﺑﺰارﻫﺎی ﻣﺒﺘﻨﯽ ﺑﺮ ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ، ﻫﻮش ﻣﺼﻨﻮﻋﯽ و ﮐﻼن داده ﺗﻤﺮﮐﺰ ﻧﻤﻮد. ﻧﻮآوری ﭘﮋوﻫﺶ؛ دﺳﺘﺎورد اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﻣﻨﻈﻮر ﺗﻮﺳﻌﮥ ﻣﺪلﻫﺎی ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﺗﺒﻠﯿﻐﺎت و ﺑﺎزارﯾﺎﺑﯽ دﯾﺠﯿﺘﺎل در ﻓﻀﺎی ﻋﺪم ﻗﻄﻌﯿﺖ و اﺑﻬﺎم ﺑﺎ ﺗﮑﯿﻪ ﺑﺮ ﻣﻌﯿﺎرﻫﺎی ﭼﻨﺪﮔﺎﻧﻪ ﻗﺎﺑﻞ ﺑﻬﺮه ﺑﺮداری ﺧﻮاﻫﺪ ﺑﻮد. از ﺳﻮی دﯾﮕﺮ روش ﺷﻨﺎﺳﯽ ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﭘﮋوﻫﺶ ﻣﯽﺗﻮاﻧﺪ ﺑﺮای اﻟﻮﯾﺖﺑﻨﺪی ﺳﺎﯾﺮ اﺑﺘﮑﺎرات، اﺳﺘﺮاﺗﮋی ﻫﺎ و ﺑﺮﻧﺎﻣﻪ ﻫﺎی ﺗﺒﻠﯿﻐﺎت و ﻓﺮوش ﺑﺎ رﺟﻮع ﺑﻪ ﻧﻈﺮ ﺧﺒﺮه و در ﻧﻈﺮ ﮔﺮﻓﺘﻦ ﻣﻌﯿﺎرﻫﺎی ﻣﺘﻌﺪد وزندﻫﯽ ﺷﺪه ﻣﻮرد ﺗﻮﺟﻪ ﻗﺮار ﮔﯿﺮد.

analysis of digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach

objective; entering the era of the fourth industrial revolution and facing the increasing use of digital technologies, this research seeks to analyze and evaluate digital marketing strategies for tourism platforms using multi-criteria decision-making tools. method; the research philosophy is pragmatic and uses a mixed (qualitative-quantitative) approach to examine digital marketing strategies in tourism platforms. also, in an inductive research approach, real data analysis and expert opinions have been used to develop decision-making models. this research was conducted cross-sectionally with a multi-criteria analysis and fuzzy modeling strategy, and the data were collected in a specific period of time (moharmah 1403). the required information was first obtained through a literature review, and then fuzzy questionnaires were completed through interviews with experts in the field of digital marketing and tourism, and data analysis was carried out based on fuzzy best-worst methods (for weighting the criteria for selecting digital marketing strategies) and fuzzy topsis (for evaluating digital marketing strategies based on weighted criteria). to implement the analysis according to the mentioned methods, excel software and coding in the python environment were used, and the results were presented in the form of tables and graphs. findings; cost reduction, audience increase, customer loyalty, brand development, and user experience improvement were selected as criteria for evaluating strategies, and according to the fuzzy best-worst method, the customer loyalty criterion was assigned the lowest weight and the cost reduction criterion was assigned the highest weight. also, based on these criteria and based on the fuzzy-topsis method, social media marketing had the highest priority and was identified as the most effective digital marketing strategy for tourism platforms. conclusion; social media marketing was ranked first for its wide reach and diverse content production, and search engine optimization was ranked second for its cost-effectiveness and sustainability. in the new era of information technology, tools such as email-based marketing are no longer considered, and for advertising in the digital space, it is necessary to focus on tools based on social networks, artificial intelligence, and big data. research innovation; the achievement of this research will be exploited to develop models for evaluating the performance of advertising and digital marketing in an environment of uncertainty and ambiguity, relying on multiple criteria. on the other hand, the methodology used in this research can be considered for prioritizing other initiatives, strategies, and advertising and sales programs by referring to expert opinion and considering multiple weighted criteria.