مروری بر جایگاه پژوهشی برند در آژانس‌های مسافرتی جهان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای حرفه ای مدیریت کسب و کار گردشگری، موسسه آموزش عالی آزاد بهار،دپارتمان گردشگری و هتلداری،تهران ،ایران

2 دانشجوی دکترای تخصصی مدیریت گرایش سیاست گذاری علم و‌فناوری،دانشگاه علم و‌صنعت ایران،تهران، ایران

چکیده

  در دنیای پر رقابت امروز در صنعت گردشگری، برندها که از دارایی‌های نامشهود شرکت‌ها به شمار می‌آیند،  نقشی کلیدی در ایجاد تمایز میان بازیگران این عرصه ایفا می‌کنند. امروزه این برندهای موفق هستند که می‌توانند در میدان‌های رقابت به بقای خود ادامه دهند، ثبات مالی بلندمدت برای صاحبان برند به دست آورند و اعتماد مشتریان را تضمین نمایند. مطالعات حاکی از آن است تحقیقات چندانی در این حوزه در بیان نیازمندی به برند و برندسازی در آژانس‌های مسافرتی که از مهم‌ترین سرویس‌دهندگان در زنجیره تامین خدمات سفر هستند صورت نگرفته و مطالعه ای مروری در این حوزه وجود نداشته است. لذا این پژوهش از طریق مرور ادبیات و پیشینه پژوهشی مربوطه به دنبال کمک به توسعه دانش موجود در حوزه برند، تحلیل و بیان توصیفی جامع از وضعیت موجود شاخه‌های پژوهشی در حوزه برند در آژانس‌های مسافرتی و ارائه پیشنهادهایی برای ادامه تحقیقات در این حوزه می باشد. در این مطالعه کلیه مقالات معتبر موجود مربوط به این حوزه در پایگاه Scopus  (32 مقاله) از سال 2003 تا 2020 شناسایی شده، مورد بررسی قرار گرفته‌اند و ضمن جمع‌بندی و طبقه‌بندی مفاهیم پژوهشی موجود، تحلیل‌های کمی و کیفی از این پژوهش‌ها ارائه گردیده است. همچنین این پژوهش می‌تواند برای محققین، مدیران برند و صاحبان کسب و کار ارائه دهنده خدمات گردشگری در اتخاذ استراتژی مناسب در انتخاب برند و همچنین پیشبرد  حوزه‌های مطالعاتی مرتبط مفید واقع شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

A review of Brand in Travel Agency through international studies

نویسندگان [English]

  • Sanaz Bararesh 1
  • Amin Hashemi 2
1 Professional PhD Student in Tourism Business Management ، Bahar Free Higher Education Institute ، Department of Tourism and Hospitality، Tehran ,, Iran
2 PhD student in Science and Technology Policy Orientation Management ، Iran University of Science and Technology, ،Tehran،Iran
چکیده [English]

In today's highly competitive world of the tourism industry, brands, which are the intangible assets of companies, play a key role in differentiating actors in this field. Today, these are successful brands that can survive in the competition, achieve long-term financial stability for brand owners, and ensure customer trust. Studies show that not much research has been done in this area to express the need for brands and branding in travel agencies, which are one of the most important service providers in the travel service supply chain.
Therefore, this research seeks to contribute to the extant knowledge of brand by systematically reviewing the related literature, providing detailed analysis and discussions as well as comprehensive categorization for the brand concept and its elements in travel agencies while suggesting direction for future research.
In this study, all credible articles in the Scopus database in this field (32 articles) from 2003 to 2020 have been identified, reviewed, and while summarizing and classifying existing research concepts, quantitative and qualitative analyzes of these researches has been provided. This research may aid researchers, brand managers and business owners of tourism services in adopting the appropriate strategy for brand choice as well as advancing related fields of study

کلیدواژه‌ها [English]

  • brand
  • Tourism Service
  • Travel Agency
  • Literature review
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