Rok wydania: 2022
Numer czasopisma: 8
Słowa kluczowe: zrównoważony rozwój, zrównoważony marketing, turystyka przygodowa
Strony: 22-29
Język publikacji: Angielski
Koncepcja zrównoważonego modelu marketingowego w turystyce przygodowej: studium przypadku irańskich poszukiwaczy przygód
Zbigniew Malara, Sina Razmpishe, Yasmin Ziaeian
W ciągu ostatnich kilku lat zainteresowanie naukowców turystyką przygodową znacznie wzrosło. Celem artykułu jest wykorzystanie klasycznego modelu marketingu mix i jego rozwinięcie w postać modelu zrównoważonego marketingu mix na potrzeby turystyki przygodowej, a tym samym stworzenie nowej koncepcji. Do tradycyjnych siedmiu P (produkt, cena, promocja, ludzie, miejsce, proces i dowody fizyczne) dodano nowe składowe, tworząc nową koncepcję 9C: Program Convenience, Korporacja, Cena dla Klienta, Komunikacja, Wspólny marketing cyfrowy, Konsekwentne działania przyjazne dla środowiska, Kanał badań informacji, Pakiety kulturowe, Personel współpracujący. Ta nowatorska struktura została opracowana i zweryfikowana w oparciu o doświadczenia irańskich poszukiwaczy przygód – w ostatnim czasie jednym z liderów w tej branży na świecie.
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