شناسایی فرصت‌های سفر مشتری در مدل 5A در صنعت گردشگری

نویسندگان
1 پردیس فارابی، دانشگاه تهران
2 دانشگاه تهران
3 دانشگاه حضرت معصومه (س)
چکیده
زمینه و هدف: گسترش روزافزون فناوری­‌ها، مشتریان را توانمند ساخته و از طرفی باعث تسهیل ارتباط شرکت­‌ها با مشتریان شده است. بنابراین بازاریابان باید به دنبال تغییر در مسیرهای قبلی خرید مشتریان و خلق مسیرهای جدید منطبق با این تغییرات باشند. مسیر جدید خرید مشتریان در عصر ارتباطات، به صورت مدل 5A (شامل اگاهی، جذب، پرسش، اقدام و حمایت)، باز طراحی شده است و هدف این پژوهش، شناسایی فرصت­های سفر مشتری در مدل 5A در صنعت گردشگری است.

روش: رویکرد پژوهش حاضر کیفی و جامعۀ آن خریداران آنلاین بلیط و تور گردشگری در استان تهران در بازۀ زمانی بهمن­‌ماه 1397 تا مرداد­ماه 1398است؛ که تعداد 12 نفر از طریق نمونه­‌گیری هدفمند به عنوان نمونۀ پژوهش تا رسیدن به اشباع نظری، انتخاب شده­‌اند. داده­‌های مورد نیاز پژوهش از طریق مصاحبۀ نیمه‌­ساختار یافته جمع­‌آوری و با استفاده از تحلیل مضمون تجزیهوتحلیل شدند.

یافته­‌ها: از تحلیل متن مصاحبه­‌ها، 35 شاخص و 17 مفهوم در قالب 5 مقولۀ اصلی شناسایی شدند. یافته­‌های پژوهش نشان می­دهد که مقولۀ آگاهی شامل مفاهیم تبلیغات شفاهی (توصیه‌­ای)، تبلیغات رسانهای (رسانه‌­های اجتماعی، محیطی، رسانه­‌های جمعی) و بهبود سئو میشود. مقولۀ جذب، مفاهیم جایگاه­‌یابی برنامه‌­ریزی شده و موردانتظار، استفاده از جاذبه‌­های منطقی و ارتباطات بازاریابی (تبلیغات ترغیب کننده) را در بر می­‌گیرد. در مقولۀ پرسش، مفاهیم تقویت مرکز ارتباط با مشتریان، بازاریابی گروه‌­های اجتماعی، بازاریابی محتوایی و بازاریابی رسانه‌­های اجتماعی میگنجد. مقولۀ اقدام شامل مفاهیم تسهیل خرید برندها از طریق برنامه­‌های کاربردی (اپلیکیشن­‌های) تلفن­های همراه، سهولت در پرداخت الکترونیکی از طریق درگاه پرداخت، ارائه آپشن­‌هایی متفاوت از دیگر برندها و یکپارچگی کانال­‌های افلاین و آنلاین از طریق تلفن همراه هوشمند را در بر می­‌گیرد. و در نهایت، مقولۀ حمایت، مفاهیم برنامه­‌های مراقبت از مشتریان، برنامه­‌های وفاداری شامل ارائه پاداش و امتیازات و مدیریت ارتباط با مشتری اجتماعی (ایجاد و برانگیختن گفتگو میان مشتریان به منظور حل مسائل آنان) را در بر می­‌گیرد.

نتیجه­‌گیری: در پژوهش حاضر فرصت­های شناسایی شده در هر مرحله از مدل 5A در صنعت گردشگری مشخص شدند که بر اساس آنها میتوان ادعا کرد که شرکت­‌ها با بهکارگیری این فرصت­‌ها، راهکارهایی را ایجاد می­‌کنند که مشتریان از برندها آگاه می‌­شوند، جذب برندها می­‌شوند، به پرسش­‌های آنها پاسخ داده می­‌شود، محصولات و خدمات برندها را خریداری می­‌کنند و در آخر هم از برندها حمایت می­‌کنند و به تبلیغ­ کنندگان برندها تبدیل می­‌شوند. مهمترین فرصت‌­ها یا نقاط تماس سفر­مشتری در مسیر 5A در صنعت گردشگری از نظر افراد مصاحبه­‌شونده شامل: پیشنهاد دوستان و اشنایان، طراحی زیبای سایت، کسب اطلاعات از وب سایت شرکت­، پرداخت­ از طریق درگاه الکترونیکی، ارسال پیامک، هستند. در ادامه­ به پژوهشگران پیشنهاد می‌­شود به منظور تکمیل مدل پیشنهادی پژوهش حاضر، تحقیقاتی نیز در صنایع دیگر یا در همین صنعت گردشگری، با جامعۀ آماری گردشگران خارجی و یا در بافت سایر شهرها، با روش­‌های کمی یا کیفی نیز انجام دهند.
کلیدواژه‌ها

عنوان مقاله English

Identifying Customer Journey Opportunities in 5A Model in Tourism Industry

نویسندگان English

Mohammad ghaffari 1
Ehsan soltanifar 2
Farbod ranjbar motlagh 1
Mina khoshroo 3
1 college of farabi, University of Tehran
2 Tehran University
3 Hazrat-e Masoumeh university
چکیده English

Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.

Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.

Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).

Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.

کلیدواژه‌ها English

5A model
Customer Journey Mapping
Customer Touchpoints
tourism
Qualitative Approach
Thematic analysis
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