نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیارگروه مدیریت بازرگانی،واحد بین المللی خرمشهر،دانشگاه آزاد اسلامی،خرمشهر،ایران
2 گروه مدیریت،واحد بین المللی خرمشهر،دانشگاه آزاد اسلامی،خرمشهر ، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
This research with the topic of "providing a model of innovative marketing opportunities for entrepreneurs in the field of halal tourism" in terms of the practical purpose, the nature of the data is mixed and exploratory; In terms of the data collection method, it is a descriptive research. The statistical community is divided into two categories, the first category includes experts and specialists who are fully familiar with the complete concepts of the halal tourism industry and innovative marketing opportunities for entrepreneurs in this field.The second category includes the operators and beneficiaries of this industry, i.e. companies providing tourism services, tourists, which also includes sub-groups such as (managers, employees, experts). that this population is responsible for filling the questionnaires in the quantitative partIn the qualitative part, the sample size is 11 experts and specialists related to the subject, and a closed structured interview will be conducted with these people. In the quantitative section, questionnaires were distributed among 57 employees of tourism companies in Arvand Free ZoneThe data collection tool in this research was conducted by the researcher using interviews and questionnaires. In this way, first, all the criteria and sub-criteria have been extracted using the opinions of experts. Then the validation of these factors was discussed through the Delphi method. In the quantitative stage, structural equation modeling and factor analysis method were studied with Spss and LISREL software. The obtained results led to the identification of five factors of innovative marketing opportunities for entrepreneurs (created value for tourists, innovation in products and services, social networks for advertising, modern technologies for distribution networks and sustainable products and services). The mentioned model and the relationships presented in it were evaluated using structural equation model test and the effect of these components was confirmed.
کلیدواژه‌ها [English]
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