نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه ازاد اسلامی
2 گروه مدیریت صنعتی، دانشکده مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Since the environment of most businesses is facing increasing competition, entrepreneurial marketing as a new concept has attracted the attention of decision makers of companies and organizations. Despite the importance of entrepreneurial marketing in the success of small companies, few studies have examined its components in the hotel industry as one of the important elements of the tourism sector. Therfore, this research aimed to design an entrepreneurial marketing model, focusing on the hotel sector in Razavi Khorasan province. The required information was collected through semi-structured interviews from 10 people, including academic experts, entrepreneurship and marketing specialists, and hotel suppliers who were selected based on non-random (judgmental) sampling. The method of this research was qualitative and based on theme analysis in six stages. MAXQDA2020 software was used for data coding and analysis. After analyzing the text of the interviews, eight main themes in entrepreneurial marketing in the hotel industry including risk management, innovation, advertising management, opportunism, entrepreneurship, having a market strategy, market knowledge and customer orientation were extracted along with 27 sub-themes. The results of Friedman's test showed that these identified main themes do not have the same importance. According to Friedman's average rating, the themes of marketing (average rating: 6.15), customer orientation (average rating: 4.75), and marketing strategy (average rating: 4.70) are more important. Suggestions were made for the coordinated and interactive integration of the identified components in the marketing of the hotel industry in order to improve performance and attract more customers.
کلیدواژهها [English]
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