Identifying processes affecting the future of post-corona tourism marketing (with a structural analysis approach, Cross Impact Analysis)

Document Type : Original Article

Authors

1 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Hazrat Masoumeh University, Qom, Iran

2 Department of Business Management, Faculty of Social Sciences, Researcher, Ardabil University, Ardabil, Iran

Abstract

Given the impact that Corona has had on the economy, society and the life of the industry and the problems it has brought, especially for the tourism industry, foresight and identification of trends and developments affecting the future of the post-Corona tourism industry is essential for the industry to survive. The purpose of this study is to identify the megatrend affecting the future of post-corona tourism marketing. Therefore, after conducting library studies and reviewing valid documents and interviewing, a list of key developments and trends in the future of post-corona tourism was identified. The opinion of 14 experts and their consensus on the influence of factors on each other entered the matrix. By analyzing the data obtained from the matrix using Micmac software, the effectiveness of each factor and the distribution of factors including stable and unstable are determined and evaluated and all trends in the form of two-dimensional variables, regulatory variables. Impact variables, dependent variables and independent variables were identified and categorized, and finally, based on software analysis, effective strategic trends were identified and identified, which are: virtual world, increasing attention to improving lifestyle, economic values, channel Digital ،, Health Care, Virtual Reality, Diseases and Treatments, Internet of things, Growing Market Integration, Technology Deployment, Epidemic Concern, Sustainable Innovation, Nanotechnology, Changing Beliefs and Values, Evolution Technology, social and economic transformation, the importance of supply chain, emerging markets, access to technology, flexibility, biotechnology, agility, artificial intelligence, transformation; These variables are considered as key players in the future of post-corona tourism

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References

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History

  • Receive Date: 19 September 2021
  • Revise Date: 12 November 2021
  • Accept Date: 13 November 2021

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