Factors Influencing the Formation of Organic Services Marketing in Tourism Industry

Journal of System Management

دوره 7، شماره 2 - شماره پیاپی 26، شهریور 2021، صفحه 83-103   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1931674.1481

نویسندگان

Hamidreza Dehghani؛ Samad Aali^* ؛ Alireza Bafandehzendeh

Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

چکیده

This study aims to investigate the factors influencing the formation of organic services marketing in the tourism industry. According to the research conducted by the researcher, organic services are a new definition in the service industry. Organic services should represent high quality and health, just as organic products do. This research was conducted using a mixed qualitative and quantitative approach. The grounded theory was used in the qualitative part, through which the concepts and categories were identified in three stages of open, axial, and selective coding. Data were collected using in-depth and semi-structured interviews. The snowball sampling was used, reaching saturation with a total of 13 experts in the ecotourism and nature tourism industry. Five subcategories of influencing factors on the axial phenomenon were obtained from the qualitative method. The axial phenomenon had four subcategories itself. The results obtained from the qualitative part were examined using the quantitative method of structural equations. All five causal factors (climatic attractiveness and novelty, abundance of traditional and rural houses, experience of silence and peace, enjoyment and experience of health tourism, and people companionship and synergy of tourism) affected the axial phenomenon of the tourism industry significantly and positively.

کلیدواژه‌ها

Organic Services؛ Organic Tourism؛ Tourism and Ecotourism؛ Health Tourism؛ Qualitative Research؛ Quantitative Research

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