طراحی مدل بومی برندسازی برای کلان پروژه‌های چندمنظوره کشور و پیاده سازی و آزمون آن در یک مجموعه چند منظوره

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار دانشکده مدیریت دانشگاه تهران

2 مدرس دانشگاه تهران

چکیده

پژوهش در مورد برندسازی کشورها، شهرها، مکان‌ها و مقاصد گردشگری نیز انجام شده است، اما در برخی حوزه بسیار نوپا و جدید است. مطالعات این حوزه بیشتر متمرکز بر فروش مکان، بازاریابی مکان و برندسازی مقاصد گردشگری بوده است و به نظر می‌رسد مطالعات کمی در مورد برندسازی کلان پروژه‌های تفریحی، اقامتی، توریستی و ورزشی انجام گرفته باشد. این پروژه‌ها از همان ابتدا به منظور تامین سرمایه و در مرحله بهره برداری به منظور ایجاد ارزش افزوده اقتصادی باید ذهنیت مطلوب در میان ذی نفعان مختلف داشته باشند و بدین منظور برندسازی یکی از عوامل اصلی موفقیت این نوع پروژه‌هاست. مساله اصلی این پژوهش ارائه مدلی برای برندسازی این کلان پروژه‌ها با درنظرگرفتن ویژگی‌های منحصر به فرد ایرانی است. از آنجایی که در زمینه برندسازی کلان پروژه‌های تفریحی، اقامتی، توریستی و ورزشی کشور با توجه به شرایط بومی کشورمان مدل جامعی وجود ندارد، بدین منظور و برای نظریه پردازی و شناسایی ابعاد مدل از روش تئوری مبتنی بر داده‌ها استفاده شده است. در ادامه مدل کیفی ارائه شده در یکی از پروژه‌های چندمنظوره کشور تست و پیاده سازی شد و ابعاد مدل و روابط بین آنها براساس روش‌های تحلیل عاملی اکتشافی و تاییدی و مدل معادلات ساختاری تایید شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Devising a Branding Model for Multi-Purpose Mega Projects Localization for Iran: Implementing and Testing in a Multi-Purpose Project

نویسندگان [English]

  • Ali Divandari 1
  • Amir Ekhlassi 2
1 Associate Professor, Faculty of Management, University of Tehran
2 University of Tehran
چکیده [English]

While it seems there are just very few studies on branding process of mega projects of entertainment, residential, tourism and sport, branding is one of the most vital factors in these types of projects. In this paper an attempt has been made to devise a branding model for these types of projects corresponding to Persian characteristics. Researches on this subject mostly focus on place selling, place marketing and tourism destination branding and rarely such projects have been considered. Since in Iran, there is not any special model, the Grounded Theory approach has been used for hypothesizing and discovering the model’s aspects. Deep interviews corresponding to the approach have been conducted. The interviewees consist of scholars, owners and founders, branding and marketing managers, subprojects managers, sales, economic and financial managers, superior consultants, and managers of Tourism Board Organization. Findings imply that the main phenomenon is branding process of mega projects of entertainment, residential, tourism and sport. In addition, causal conditions, context conditions, and intervening conditions are explored, and eventually result of branding for these types of projects is introduced as an intact model.

کلیدواژه‌ها [English]

  • Branding Process
  • Mega Projects of entertaining
  • residential
  • tourism and sport
  • Project Exclusive Identity
  • Place Making
  • Landmark
  • Distinct Theme
  • Synergistic Composition of subprojects
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