تکنولوژی AR، ابزار نوین بازاریابی در صنعت گردشگری
محورهای موضوعی : مطالعات اجتماعی و گردشگری، جامعه شناسی گردشگری
1 - دانشگاه شهید چمران اهواز، اهواز
کلید واژه: بازاریابی, پاندمی کووید-19, تکنولوژی واقعیت افزوده, گردشگری,
چکیده مقاله :
شیوع پاندمی کووید-19 در ابتدای سال2020، بسیاری از کسب وکارها را دچار چالش کرده است. در این میان، صنعت گردشگری یکی از صنایعی است که شاید بیشترین تاثیرپذیری را از این امر داشته و اقتصاد آن از این حیث، متحمل خسارات فراوانی شده است. باتوجه به محدودیت‌های اعمال شده که امکان سفر به صورت فیزیکی را محدود کرده است، روی آوردن به گردشگری مجازی می‌تواند تا حدودی جبران‌کننده بخشی از زیان‌های وارد شده به این بخش باشد. هدف: بررسی نگرش گردشگران بالقوه نسبت به اپلیکیشن‌های واقعیت افزوده، قصد آن‌ها برای استفاده در سفرهای آینده و نیز قصد آن‌ها برای توصیه این برنامه‌ها به دیگران. روش: جمع‌آوری داده‌ها با استفاده از پرسشنامه آنلاین و با روش نمونه‌گیری در دسترس انجام شد. سوالات پژوهش با استفاده از آزمون دوجمله‌ای در نرم‌افزار اس پی اس اس مورد تجزیه و تحلیل قرار گرفت. یافته‌ها: نتایج نشان‌دهنده نگرش مثبت پاسخ‌دهندگان و تمایل بالای آن‌ها برای استفاده و نیز توصیه این تکنولوژی به دیگران است. نتیجه‌گیری: بر اساس نتایج، پاسخ‌دهندگان، نگرش مثبتی نسبت به اپلیکیشن‌های مبتنی بر AR دارند، مایل به استفاده از آن‌ها برای سفرهای آینده خود بوده و آمادگی دارند تا استفاده از آن‌ها را به دیگران نیز توصیه کنند. بنابراین، این امر می‌تواند فرصتی برای مدیران بازاریابی مقصد باشد تا از این ابزار استفاده کرده و آگاهی از برند مقصد خود را در خلال رکود ناشی از پاندمی کووید 19 حفظ کنند. این تکنولوژی جدید می‌تواند با ایجاد ارزش افزوده برای گردشگران، به مقاصد گردشگری کمک کند.
Introduction: Many businesses were challenged by the outbreak of the Covid-19 pandemic in early 2020 worldwide. Meanwhile, the tourism industry was among those industries that were affected the most by the pandemic, suffering huge losses economically. Therefore, considering the restrictions imposed by governments on tourists’ travels to counter the spread of the virus, turning to virtual tourism can partially compensate for some of the losses incurred in this regard. Goal: Investigating the potential tourists' attitudes toward AR applications, their intention to use them in their future travels, and, similarly, their intention to recommend these applications to others. Methods: The required data were collected via online questionnaires using the convenient sampling method. The research questions were then analyzed via the SPSS software using a binominal test. Findings & Results: The results indicated the positive attitude of the respondents and their high willingness to use and recommend this application to others. Conclusion: The findings of the study suggested that the respondents had a positive attitude towards using AR-based applications and that they were willing to use them for their future travels. Moreover, it was found that they were ready to recommend such applications to others. Therefore, AR technology could be regarded as an opportunity for marketing managers of tourist destinations to use to maintain public awareness of their destinations’ brands during the lockdown imposed upon the outbreak of pandemics such as covid-19. Moreover, this new technology can help flourish tourist destinations by creating added value for tourists.
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