هنر اسلامی (Dec 2020)
Cultural Tourism Branding with Emphasis on Empirical Marketing (Case Study: Neyshabour City)
Abstract
Empirical marketing is one of the most widely used methods of developing various jobs and industries today. Among these, the field of cultural tourism is one of the fields that requires the application of new marketing approaches. Therefore, in the present study, the role of commercial marketing has been investigated. The aim of this study is based on an applied-developmental research and in terms of implementation method in the field of descriptive-survey research; moreover, a correlational type and heuristic mixed method has been used. At the qualitative stage, the research decision team consists of 20 managers, experts and specialists with characteristics such as availability, experience, suitability of the field of study, holding a doctoral or master's degree, university teaching and authorship experience. In a small stage, the statistical population consists of tourists from Neyshabour, whose number is unlimited; also, the Krejcie and Morgan table has been used to determine the sample size; consequently, the sample size was 384 people and the random sampling method was stratified. Fuzzy Delphi method and factor analysis have been used to identify experimental marketing indicators. The results showed that 6 general categories (five senses, emotion, thinking, relationship, action and reaction, excitement) and 33 sub-indicators have been introduced as the most important indicators of cultural tourism branding with emphasis on sensory marketing. Research aims: 1. Investigating the role of commercial marketing in the field of cultural tourism 2. Explaining the cultural tourism branding model with emphasis on experimental marketing using Delphi technique and structural equations Research questions: 1. Can commercial marketing play a role in the development of cultural tourism? 2. Can empirical marketing be effective in creating a cultural tourism branding pattern?
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