وﯾﮋﮔﯽﻫﺎي اﺛﺮﮔﺬار ﺑﺮ اﯾﺠﺎد ﺑﺮﻧﺪ ﻣﮑﺎن در اﯾﻨﺴﺘﺎﮔﺮام: روﯾﮑﺮد دادهﮐﺎوي

the effective features of creating place brand in Instagram: data mining approach

ﻫﺪف: اﻣﺮوزه ﺑﺎ ﺣ ﻀﻮر ﺷﺒﮑﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ، ﺑﺮﻧﺪ ﺳﺎزي ﻣﮑﺎن ﮐﻪ ﯾﮑﯽ از ﻣﻔﺎﻫﯿﻢ اﺧﯿﺮ در ﮔﺮد ﺷﮕﺮي ﻣﯽﺑﺎ ﺷﺪ اﯾﻦ اﻣﮑــــﺎن را ﻓﺮاﻫﻢ ﻣﯽ ﺳﺎزد ﺗﺎ در ذﻫﻦ ﮔﺮد ﺷﮕﺮان ادراك ﺗﺄﺛﯿﺮﮔﺬار و ﻣﻨﺤ ﺼﺮﺑﻪﻓﺮدي از ﺻﻔﺎت و وﯾﮋﮔﯽﻫﺎي ﻣﮑﺎن ﻣﻮردﻧﻈﺮ اﯾﺠﺎد ﺷﻮد. ﭘﮋوﻫﺶ ﺣﺎ ﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮر ﺳﯽ وﯾﮋﮔﯽﻫﺎي اﺛﺮﮔﺬار ﺑﺮ اﯾﺠﺎد ﺑﺮﻧﺪ ﻣﮑﺎن در ﺷﺒﮑﻪ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام ﺑﺎ اﺳﺘﻔﺎده از ﺗﮑﻨﯿﮏ دادهﮐﺎوي اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. روش: در اﯾﻦ ﭘﮋوﻫﺶ ﺻﻔﺤﺎت اﯾﻨ ﺴﺘﺎﮔﺮام ﺳﻪ ﻣﻘ ﺼﺪ ﮔﺮد ﺷﮕﺮي داﺧﻠﯽ و ﭼﻬﺎر ﻣﻘ ﺼﺪ ﮔﺮد ﺷﮕﺮي ﺧﺎرﺟﯽ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺖ و در ﯾﮏ ﺑﺎزه ﯾﮏ ﺳﺎﻟﻪ، 912 ﭘﺴﺖ اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ در ﺻﻔﺤﺎت ﻣﻮرد ﻧﻈﺮ ﺑﺮرﺳﯽ ﺷﺪ. ﺑﻪ ﻣﻨﻈﻮر ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ و دادهﮐﺎوي از روش دﺳﺘﻪﺑﻨﺪيﻫﺎي ﻣﺒﺘﻨﯽ ﺑﺮ ﻗﺎﻧﻮن ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮم اﻓﺰار IBM SPSS Modeler اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻋﻮاﻣﻠﯽ ﻣﺎﻧﻨﺪ ﻧﻮع، ﻣﺤﺘﻮا، ﻣﺎه و روز اﻧﺘﺸﺎر ﭘﺴﺖ، ﺗﻌﺪاد ﺗﮓ و ﻫ ﺸﺘﮓ و ﻧﻮع ﮐﭙ ﺸﻦ ﺑﺮ اﻓﺰاﯾﺶ ﻻﯾﮏ و ﮐﺎﻣﻨﺖ و ﻫﻤﭽﻨﯿﻦ ﻣ ﺸﺎرﮐﺖ ﻣﺨﺎﻃﺒﺎن و آﮔﺎﻫﯽ از ﺑﺮﻧﺪ ﻣﮑﺎن ﺗﺄﺛﯿﺮ دارﻧﺪ. ﻧﺘﯿﺠﻪ: ﺑﺎ اﺳﺘﻔﺎده از ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﺳﺎزﻣﺎنﻫﺎي ﻣﺘﻌﺪدي ﮐﻪ ﻣﺴﺌﻮﻟﯿﺖ ﺑﺮﻧﺪﺳﺎزي ﻣﮑﺎن ﮔﺮدﺷﮕﺮي را ﺑﺮﻋﻬﺪه دارﻧﺪ ﻣﯽ ﺗﻮاﻧﻨﺪ وﯾﮋﮔﯽﻫﺎي ﺗﺎﺛﯿﺮﮔﺬار ﺑﺮ ﺑﺮﻧﺪ ﻣﮑﺎن در ﺷـــﺒﮑﻪ ﻫﺎي اﺟﺘﻤﺎﻋﯽ را، آﻣﻮﺧﺘﻪ و ﻣﺨﺎﻃﺒﺎن ﺑﯿﺸﺘﺮي را ﺟﺬب ﻣﮑﺎن و آﮔﺎه ﺑﻪ ﺑﺮﻧﺪ ﮔﺮدﺷﮕﺮي آن ﮐﻨﻨﺪ.

This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. an‎d this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place.