موانع بازاريابي رابطه مند در گردشگري ورزشي (مطالعه موردي: استان كرمانشاه)

Barriers to relationship marketing in sport tourism (Case Study: Kermanshah Province)

ﯾﮑﯽ از ﺻﻨﺎﯾﻌﯽ ﮐﻪ روﻧﺪ رو ﺑﻪ رﺷﺪي در ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ ورزﺷﯽ ﺑﻪ ﺧﻮد اﺧﺘﺼﺎص داده اﺳﺖ ﮔﺮدﺷﮕﺮي ورزﺷﯽ اﺳﺖ و ﯾﮑﯽ از روﯾﮑﺮدﻫﺎي ﻧﻮﯾﻦ در ﻋﺮﺻﻪ ﺑﺎزارﯾﺎﺑﯽ، ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ اﺳﺖ. ازاﯾﻦرو ﻣﻮاﻧﻊ ﻣﺘﻌﺪدي ﺑﺮ ﺳﺮ ﭘﯿﺎدهﺳﺎزي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ در ﮔﺮدﺷﮕﺮي ورزﺷﯽ وﺟﻮد دارد. ﺑﺮ اﯾﻦ اﺳﺎس ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺷﻨﺎﺳﺎﯾﯽ و اوﻟﻮﯾﺖﺑﻨﺪي ﻣﻮاﻧﻊ ﻣﻮﺟﻮد ﺑﺮ ﺳﺮ راه اﺟﺮاي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ در ﮔﺮدﺷﮕﺮي ورزﺷﯽ اﺳﺖ. روشﺷﻨﺎﺳﯽ: 60 ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي و از ﺣﯿﺚ روش ﮔﺮدآوري دادهﻫﺎ ﺗﻮﺻﯿﻔﯽ- ﺗﺤﻠﯿﻠﯽ ﺑﺮ ﭘﺎﯾﻪي ﻣﺪل ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ )AHP( ﻣﺒﺘﻨﯽ ﺑﺮ روش ﻣﯿﺎﻧﮕﯿﻦ ﻫﻨﺪﺳﯽ اﺳﺖ. ﺑﺮ اﯾﻦ اﺳﺎس ﭘﺮﺳﺸﻨﺎﻣﻪاي ﺑﺮ ﭘﺎﯾﻪ ﻣﻘﺎﯾﺴﺎت زوﺟﯽ ﺑﺎ ﭼﻬﺎر ﻣﻌﯿﺎر و 16 زﯾﺮ ﻣﻌﯿﺎر ﺑﺮ اﺳﺎس ﭼﻬﺎرﭼﻮب ﻣﻔﻬﻮﻣﯽ ﻣﺪل اﻧﺪوﺑﯿﺴﯽ )2007( ﺗﺪوﯾﻦ و در اﺧﺘﯿﺎر ﺟﺎﻣﻌﻪ ﻣﻮردﻧﻈﺮ ﮐﻪ ﺗﺮﮐﯿﺒﯽ از ﮐﺎرﺷﻨﺎﺳﺎن اداره ﮐﻞ ورزش و ﺟﻮاﻧﺎن و ﮐﺎرﺷﻨﺎﺳﺎن اداره ﮐﻞ ﻣﯿﺮاث ﻓﺮﻫﻨﮕﯽ و ﮔﺮدﺷﮕﺮي اﺳﺘﺎن ﮐﺮﻣﺎﻧﺸﺎه )37 ﻧﻔﺮ( ﺑﻮد، ﻗﺮار ﮔﺮﻓﺖ. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﯾﺎﻓﺘﻪﻫﺎ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﺑﻪ ﺗﺮﺗﯿﺐ ﻣﻮاﻧﻊ ﻣﺮﺑﻮط ﺑﻪ ﻣﺆﻟﻔﻪ ارﺗﺒﺎﻃﺎت ﺑﺎ درﺟﻪ اﻫﻤﯿﺖ 445/ .، ﻣﻮاﻧﻊ ﻣﺮﺑﻮط ﺑﻪ ﻣﺆﻟﻔﻪ اﻋﺘﻤﺎد ﺑﺎ درﺟﻪ اﻫﻤﯿﺖ 245/ .، ﻣﻮاﻧﻊ ﻣﺮﺑﻮط ﺑﻪ ﻣﺆﻟﻔﻪ ﺗﻌﻬﺪ ﺑﺎ درﺟﻪ اﻫﻤﯿﺖ 166/ .، و ﻣﻮاﻧﻊ ﻣﺮﺑﻮط ﺑﻪ ﻣﺆﻟﻔﻪ ﺗﻌﺎرض ﺑﺎ درﺟﻪ اﻫﻤﯿﺖ 144/ . ﺑﯿﺸﺘﺮﯾﻦ و ﮐﻤﺘﺮﯾﻦ اﻫﻤﯿﺖ را در راﺳﺘﺎي ﭘﯿﺎدهﺳﺎزي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ در ﮔﺮدﺷﮕﺮي ورزﺷﯽ را دارا اﺳﺖ. ﺑﺤﺚ و ﻧﺘﯿﺠﻪﮔﯿﺮي: ارﺗﺒﺎﻃﺎت ﻗﻠﺐ ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ اﺳﺖ؛ ارﺗﺒﺎﻃﺎت ﺑﯿﺎﻧﮕﺮ ﻣﺒﺎدﻟﻪ و ﺗﺴﻬﯿﻢ اﻃﻼﻋﺎت ﺑﻪ ﻣﻮﻗﻊ و ﺑﺎ ﻣﻌﻨﯽ ﺑﯿﻦﮔﺮدﺷﮕﺮان و ﻋﺮﺿﻪﮐﻨﻨﺪﮔﺎن ﺧﺪﻣﺎت ﮔﺮدﺷﮕﺮي اﺳﺘﺎن اﺳﺖ. ﺳﻄﻮح ﺑﺎﻻﺗﺮ ارﺗﺒﺎﻃﺎت ﺑﯿﻦ ﮔﺮدﺷﮕﺮان و اراﺋﻪ دﻫﻨﺪﮔﺎن ﺧﺪﻣﺎت، اﺣﺘﻤﺎل اﯾﺠﺎد رواﺑﻂ ﺑﻠﺪﻣﺪت و ﺑﺎ دوام را ﺑﯿﺸﺘﺮ ﻣﯽﮐﻨﺪ.

one of the growing industries in the field of sports marketing is sports tourism, and one of the modern approaches in the field of marketing is relationship marketing. Therefore, there are various obstacles in implementing relationship marketing in sports tourism. On this ground, this research aims to identify and prioritize the existing obstacles in implementing relationship marketing in sports tourism.Methodology: In terms of purpose, this is an applied research and in terms of data collection method, this is a descriptive-analytic research based on analytic hierarchic process (AHP) based on the geometric mean technique. On this basis, a questionnaire based on paired comparison with 4 criteria and 16 sub-criteria was developed based on Ndubisi’s conceptual framework (2007) and it was distributed among the statistical population which included a combination of Sports and Youngsters head administration specialists and the employees of the head administration of cultural heritage and tourism of the province of Kermanshah (37 individuals).Findings: results gained from the conducted analyses indicated that the obstacles related to the relationships factor with significance degree of 0.445, obstacles related to trust factor with the significance degree of 0.245, obstacles related to commitment factor with the significance level of 0.166, and obstacles related to conflict factor with the significance level of 0.144, respectively had the highest and the lowest importance in relation to implementing relationship marketing in sports tourism.Discussion and conclusion: Communication is the heart of relationship marketing. Communication refers to the exchange and sharing of information in a timely manner and meaningful among tourists and providers of tourism services in the province. The higher the level of communication between tourists and service providers, the more likely it is to create a long-term or continuous relationship.