طراحی مدل کسب وکار پلتفرم های چندوجهی تور و فعالیت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت جهانگردی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی، تهران، ایران.

2 دانشیار گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.

3 دانشجوی دکتری مدیریت گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.

چکیده

پلتفرم­های چندوجهی تور و فعالیت اکنون جذاب­­ترین بخش صنعت گردشگری برای سرمایه­گذاری هستند. این پلتفرم­ها در خط مقدم دیجیتالی کردن صنعت تور و فعالیت هستند که مدتها در کنترل تورگردانان سنتی بوده است. پلتفرم­های چندوجهی تور و فعالیت موجودی عظیمی از تورها و فعالیت­ها را از عرضه­کنندگان مختلف در مقصدهای گردشگری گردآوری و از طریق بستری دیجیتال به گردشگران عرضه می­کنند. این پلتفرم­ها پدیده­های نوینی در صنعت گردشگری هستند و مدل کسب­وکار کمتر شناخته­­شده­ای دارند. هدف تحقیق حاضر شناخت و طراحی مدل کسب­وکار این پلتفرم­هاست. در این تحقیق از بوم مدل کسب­وکار استروالدر و پینیور به عنوان چارچوب نظری استفاده شده است و برای نیل به هدف تحقیق با 14 نفر از خبرگان این حوزه مصاحبه شد. داده­های گردآوری شده با استفاده از روش تحلیل مضمون تجزیه و تحلیل شد. مدل کسب­وکار پیشنهادی به کارآفرینان کمک می­کند تا عناصر مدل کسب­وکار خود را بهتر درک کرده و پلتفرم­های فعلی یا آتی خود را به شکل بهتری پیکربندی کنند و سرمایه­گذاران نیز با شناخت بهترِ مدل کسب­وکارِ این پلتفرم­ها تصمیمات دقیق­تر و مناسب­تری برای سرمایه­گذاری بگیرند.  

کلیدواژه‌ها

عنوان مقاله [English]

Business model for tour and activity multi-sided platforms

نویسندگان [English]

  • Esmaeil Ghaderi 1
  • Mohammad Taghi Taghavifard 2
  • Jafar Bapiri 3
1 Assistant professor, Tourism Management Department, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran.
2 Associate professor, Industrial Management Department, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran.
3 Ph.D. candidate of Tourism Management, Management and Accounting Faculty, Allameh Tabatabai University, Tehran, Iran.
چکیده [English]

Tour and activity multi-sided platforms are currently the most promising tourism sector for investment. These platforms are at the forefront of digitizing tour and activity industry that has been dominated by traditional tour operators. Tour and activity multi-sided platforms curate large numbers of tours and activities from various suppliers in different tourism destinations and offer them to online users. Tour and activity platforms are emerging tourism phenomenon with a lesser-known business model. This research aims to understand and design business model of tour and activity multi-sided platforms. To this end, Osterwalder and Pigneur canvas business model has been used as the theoretical framework and an interview has been conducted with 14 experts to construct the intended business model. Collected data was analyzed using thematic analysis. The proposed business model helps entrepreneurs understand the components of such business models and configure their existing or future platforms in a better way, and investors will better understand the business model of these platforms to make more accurate and appropriate investment decisions.

کلیدواژه‌ها [English]

  • Business model
  • multi-sided platform
  • tour and activity
  • tourism industry
  • thematic analysis

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  • تاریخ دریافت: 31 اردیبهشت 1398
  • تاریخ بازنگری: 18 تیر 1398
  • تاریخ پذیرش: 18 تیر 1398

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