Designing the marketing model of Green influencers in the purchase of tourism services
Subject Areas :
fahimeh ramezani
1
,
مهدی محمودزاده واشان
2
,
Hamid Rezaeifar
3
,
Hosien Hakimpur
4
1 - مدیریت بازرگانی گرایش بازاریابی
2 - دانشیار گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد بیرجند، بیرجند، ایران.
3 - Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran
4 - Department of Business Management, Faculty of Management, Islamic Azad University, Birjand Branch, Iran.
Keywords: Marketing, Green influencer, Tourism, Tourism services ,
Abstract :
Green influencer marketing is considered one of the new approaches in today's world in purchasing tourism services. Influencers, people with a large number of followers in social networks, play an important role in promoting products and services by influencing the attitudes and behaviors of customers. The tourism industry has also used this potential. The purpose of this research is to design a green influencer marketing model in purchasing tourism services. The research method is qualitative and the research strategy is based on foundational data theorizing. The participants include university professors, researchers and experts active in the field of tourism and marketing, 12 people have been selected by the judgmental sampling method of the snowball type according to theoretical saturation. To collect data, in-depth interviews and A semi-structured interview was used. To calculate the reliability of the model, the method of percentage agreement coefficient or Cohen's kappa coefficient was used, the value of which was calculated to be 0.85. The research findings included 6 categories. Causal conditions include social media developments and technological developments. The core category of the core category (green influencer marketing) includes the sharing of experience from the tourist destination and the mental representation of the destination brand. The strategies include the strategy of creating a mental road map, the strategy of creating unique content, and the strategy of online tourism services. Consequences include improving tourist performance, improving tourism industry performance. Intervenors include individual characteristics of influencers, macro environmental factors. Areas include personal branding and infrastructure.
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