پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 959 |
| تعداد مقالات | 7,901 |
| تعداد مشاهده مقاله | 13,361,256 |
| تعداد دریافت فایل اصل مقاله | 9,486,365 |
Bibliometric Analysis of Brand Slogan in Event Tourism | ||
| Sports Business Journal | ||
| مقاله 1، دوره 4، شماره 2 - شماره پیاپی 10، شهریور 2024، صفحه 13-33 اصل مقاله (1004.7 K) | ||
| نوع مقاله: Review article | ||
| شناسه دیجیتال (DOI): 10.22051/sbj.2024.46243.1138 | ||
| نویسندگان | ||
| Faezeh Abdollahnezhad1؛ Reza Andam* 2؛ Hassan Bahrololoum2؛ Mojtaba Rajabi3 | ||
| 1PhD Student in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| 2Associate Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| 3Assistant Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran. | ||
| چکیده | ||
| Purpose: Marketing is a method that focuses on promoting companies' products and services. One of the main elements of promotion is the product or brand slogan. This study aimed to provide a bibliometric analysis of scientific documents on brand slogan research in event tourism. Methodology: This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from 2006 to 2022, and 29 articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software. Findings: The results showed that research on brand slogans in tourism reached the highest level in 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 indicate the importance of slogan design and appropriate slogans for tourism brand marketing. Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles. | ||
| کلیدواژه‌ها | ||
| Competitiveness؛ Marketing Communications؛ Slogan Recall؛ Sport Tourism؛ Tourism Marketing | ||
| عنوان مقاله [English] | ||
| تحلیل کتابسنجی شعار برند در گردشگری رویداد | ||
| نویسندگان [English] | ||
| فائزه عبدالله‌نژاد1؛ رضا اندام2؛ حسن بحرالعلوم2؛ مجتبی رجبی3 | ||
| 1دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.. | ||
| 2دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
| 3استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
| چکیده [English] | ||
| هدف: بازاریابی یکی از روشهایی است که به ترویج محصولات و خدمات شرکت‌ها تمرکز دارد. یکی از عناصر اصلی ترویج نیز شعار محصول یا برند است. این مطالعه با هدف ارائه یک تحلیل کتابسنجی از اسناد علمی در زمینه تحقیقات شعار برند در گردشگری رویداد انجام شده است. روش: در این پژوهش از تحلیل شبکه‌های اجتماعی جهت بررسی هم‌تالیفی و هم‌رخدادی واژگان و ضریب همکاری استفاده شد. جامعه پژوهش شامل مطالعات نشریات نمایه شده در پایگاه WOS از سال 2006 تا 2022 بود که تعداد 29 مقاله در خصوص شعار برند در گردشگری به‌عنوان نمونه انتخاب و تجزیه‌و‌تحلیل اسناد با استفاده از نرم‌افزار VOS viewer صورت پذیرفت. یافته‌ها: نتایج نشان داد تحقیقات مرتبط با شعار برند در گردشگری در سال 2017 به بیشترین میزان رسیده و ایالات متحد امریکا بیشترین تحقیقات را در این حوزه انجام داده است. واژه‌های پر تکرار بین سالهای 2014 تا 2016 شامل برند مقصد، تصویر مقصد، شعار و ارتباطات بازاریابی بود و بعد از سال 2016 واژه‌های شعار مقصد، هویت مکان، تکرار شده بودند، ضمن این‌که شعارهای گردشگری، لوگو، شعار و محصول در سال 2020 به بعد بیشترین تکرار را داشتند. همچنین، بیشترین میزان استنادات مربوط به مقاله Lee (2006) بود. تفاوت بین کلیدواژه‌ها در سالهای قبل و بعد از 2020 نشان‌دهنده اهمیت طراحی شعار و استفاده از شعار متناسب برای بازاریابی برند گردشگری است. اصالت و ابتکار مقاله: پیشنهاد می‌شود مدیران گردشگری از شعار مرتبط با برند گردشگری خود در جهت ارتقاء و بازاریابی آن استفاده نمایند، همچنین نتایج این تحقیق به محققان کمک می‌کند تا در مطالعات آتی، مسائل روز در حوزه گردشگری رویداد را مد نظر قرار دهند، نشریات معتبر در حوزه برند و گردشگری را شناسایی کنند و از مقالات معتبر در جهت نگارش مقالات خود استفاده نمایند. | ||
| کلیدواژه‌ها [English] | ||
| ارتباطات بازاریابی, بازاریابی گردشگری, رقابت‌پذیری, گردشگری ورزشی, یادآوری شعار | ||
| مراجع | ||
|
Aaker, D. A. (2003). The Power of the Branded Differentiator. MIT Sloan Management Review. https://books.google.com/books?id=YdUkGwAACAAJ Aaker, D. A. (2012). Building Strong Brands. Simon & Schuster, Limited. https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1992751 Abdollahnezhad, f., Andam, R., & Rajabi, m. (2023). Bibliometric Analysis of Service Quality in Sports Tourism. Journal of Tourism and Development, -. https://doi.org/10.22034/jtd.2023.412562.2811 Bosanac, S., Matešić, M., & Tolić, N. (2009, November 4-6 ). Telling the Future of Information Sciences: Co-Word Analysis of Keywords in Scientific Literature Produced at the Department of Information Sciences in Zagreb. 2nd International Conference “The Future of Information Sciences: INFuture2009 – Digital Resources and Knowledge Sharing” Zagreb, Croatia. http://darhiv.ffzg.unizg.hr/id/eprint/8418/ Brown, T., & Katz, B. (2011). Change by Design. Journal of Product Innovation Management, 28, 381-383. https://doi.org/10.1111/j.1540-5885.2011.00806.x Choi, Y. G., Ok, C. M., & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty. International Journal of Contemporary Hospitality Management, 29(4), 1185-1202. https://doi.org/10.1108/IJCHM-11-2014-0601 Daye, M. (2010, 2010/01/01). Challenges and prospects of differentiating destination brands: The case of the Dutch Caribbean islands. Journal of Travel & Tourism Marketing, 27(1), 1-13. https://doi.org/10.1080/10548400903534725 De Jager, A. E. (2010). How Dull is Dullstroom? Exploring the Tourism Destination Image of Dullstroom. Tourism Geographies, 12(3), 349-370. https://doi.org/10.1080/14616688.2010.495757 de San Eugenio Vela, J., Nogué, J., & Govers, R. (2017). Visual landscape as a key element of place branding. Journal of Place Management and Development, 10(1), 23-44. https://doi.org/10.1108/JPMD-09-2016-0060 Ebadollah Amoughin, J., Sharif Moghadam, H., & Ziaei, S. (2019). A Review of Important Indicators in Scientomerics (Co-Citation & Co-Word) and the Necessity of Using Them in Scientific Products Analysis. Comparative Interpretation Research, 4(2), 297-321. https://doi.org/10.22091/ptt.2018.3074.1446 Emami, Z., Hariri, N., Khamseh, M. E., & Nooshinfard, F. (2016). Mapping Scientific Output of Thyroid Disease Publications in Iran and the Middleast: A Scientometric Study [Original]. Iranian Journal of Endocrinology and Metabolism, 18(1), 1-9. http://ijem.sbmu.ac.ir/article-1-2041-en.html Ferrand, A., & McCarthy, S. (2008). Marketing the Sports Organisation: Building Networks and Relationships. Taylor & Francis. https://books.google.com/books?id=YX98AgAAQBAJ Hamlin, C., & Peters, G. (2018). Consumindo Como Uma Garota: Subjetivação E Empoderamento Na Publicidade Voltada Para Mulheres. Lua Nova: Revista de Cultura e Política(103), 167-202. https://doi.org/10.1590/0102-138/103 Hart, C. (1998). Doing a Literature Review: Releasing the Social Science Research Imagination. SAGE Publications. https://books.google.com/books?id=haMOAQAAMAAJ Hwang, J., & Hyun, S. S. (2012). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17(6), 656-683. https://doi.org/10.1080/10941665.2011.640697 Janssens, F., Leta, J., Glänzel, W., & De Moor, B. (2006). Towards mapping library and information science. Information processing & management, 42(6), 1614-1642. https://doi.org/10.1016/j.ipm.2006.03.025 Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall. https://books.google.com/books?id=_WvErQEACAAJ Kohli, C., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415-422. https://doi.org/10.1016/j.bushor.2007.05.002 Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of consumer marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270 Lee, G., Cai, L. A., & O’Leary, J. T. (2006). WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites. Tourism Management, 27(5), 815-828. https://doi.org/10.1016/j.tourman.2005.05.016 Lehto, X. Y., Lee, G., & Ismail, J. (2014). Measuring congruence of affective images of destinations and their slogans. International Journal of Tourism Research, 16(3), 250-260. https://doi.org/10.1002/jtr.1923 Lourenção, M., de Moura Engracia Giraldi, J., & de Oliveira, J. H. C. (2020). Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness. Annals of Tourism Research, 84, 103001. https://doi.org/10.1016/j.annals.2020.103001 Makkizadeh, F., & Hazery, A. (2017). Thematic Map of Articles Pertaining to Addiction Using Social Network Analysis in MEDLINE Database [Research]. Research on Addiction, 11(41), 65-84. http://etiadpajohi.ir/article-1-1133-en.html Malanski, D., & Peña, E. F. (2023). A Mulatto Brazil – the narrative of the Dionysian character of Brazilian society in the 2014 FIFA World Cup. National Identities, 25(4), 423-439. https://doi.org/10.1080/14608944.2022.2125941 Nuttavuthisit, K. (2007). Branding Thailand: Correcting the negative image of sex tourism. Place Branding and Public Diplomacy, 3(1), 21-30. https://doi.org/10.1057/palgrave.pb.6000045 Oliveira, E. H. D. S. (2015). Place branding in strategic spatial planning. Journal of Place Management and Development, 8(1), 23-50. https://doi.org/10.1108/JPMD-12-2014-0031 Osareh, F., Ahmadi, H., Heidari, G., & Hosseini, B. M. (2017). Mapping and Analysis of Iranian Conceptual Network of the Structure of Scientometrics. Journal of Studies in Library and Information Science, 9(21), 1-20. https://doi.org/10.22055/slis.2018.11650 Pike, S. (2004). Destination brand positioning slogans – towards the development of a set of accountability criteria. Acta Turistica, 16. https://eprints.qut.edu.au/6354/ Qu, Y., Dong, Y., & Xu, F. (2022). The convergence or divergence of design characteristics in determining the recall and persuasiveness of seaside destination slogans. Tourism Management, 91, 104499. https://doi.org/10.1016/j.tourman.2022.104499 Richardson, J., & Cohen, J. (2012). State slogans: The case of the missing USP. In Communication and Channel Systems in Tourism Marketing (pp. 91-109). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9780203058138-7/state-slogans-john-richardson-judy-cohen Ritchie, B. W., & Adair, D. (2004). Sport Tourism: Interrelationships, Impacts and Issues. Multilingual Matters. https://books.google.com/books?id=IJeAIdriQxoC Rodríguez-López, M. E., Alcántara-Pilar, J. M., Del Barrio-García, S., & Muñoz-Leiva, F. (2020). A review of restaurant research in the last two decades: A bibliometric analysis. International Journal of Hospitality Management, 87, 102387. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.102387 Thwaites, D., & Chadwick, S. (2013). Service quality perspectives in sport tourism. In Sport Tourism (pp. 189-205). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9780203338919-11/service-quality-perspectives-sport-tourism-des-thwaites-simon-chadwick Yaminfirooz, M., Tahmasbi, K., & Amiri, S. (2018). Analysis and visualization of Iranian scientific activities on thalassemia according to scientometric indicators [Orginal]. Caspian Journal of Scientometrics, 5(1), 53-67. https://doi.org/10.22088/cjs.5.1.53 Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of The Academy of Marketing Science - J ACAD MARK SCI, 28, 195-211. https://doi.org/10.1177/0092070300282002 Zancanaro, A., Todesco, J. L., & Ramos, F. (2015). A Bibliometric Mapping of Open Educational Resources. International Review of Research in Open and Distance Learning, 16, 1-23. https://doi.org/10.19173/irrodl.v16i1.1960 Zhang, C., Moreira, M. R. A., & Sousa, P. S. A. (2021). A bibliometric view on the use of total quality management in services. Total Quality Management & Business Excellence, 32(13-14), 1466-1493. https://doi.org/10.1080/14783363.2020.1732811 Zhang, H., Gursoy, D., & Xu, H. (2016). The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention: The Moderating Effects of Need for Cognition and Familiarity. Journal of Travel Research, 56(2), 206-220. https://doi.org/10.1177/0047287515627029 | ||
|
آمار تعداد مشاهده مقاله: 357 تعداد دریافت فایل اصل مقاله: 983 |
||