نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 دانشیار ، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
3 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
4 استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
This research is dedicated to designing a marketing model within the metaverse ecosystem for the tourism industry. This study is designed as a non-experimental research with the objective of developing and practically applying a new model. To achieve this goal, a qualitative approach, specifically a grounded theory method, was employed. The population of this study consisted of individuals with experience and expertise in the tourism field, including researchers, university professors, and senior managers of relevant organizations. For sample selection, a snowball sampling method was used, in which each interviewed individual (based on a semi-structured in-depth interview) introduced other individuals with similar characteristics, thus collecting a sample with appropriate diversity. In this research, by conducting 16 in-depth interviews with experts and specialists in the field of study, theoretical saturation was achieved. The results of this research indicate that by utilizing modern technologies such as virtual reality, augmented reality, and artificial intelligence, the metaverse enables the creation of interactive and personalized experiences, reducing traditional challenges in tourism. Additionally, this model, with an emphasis on experiential marketing, metaverse diplomacy, and the development of green businesses, presents new opportunities for strengthening cultural relations, sustainable development, and creating a competitive advantage in this industry.
کلیدواژه‌ها English
