The Concept of Sustainable Marketing Model in Adventure Tourism : a Case Study of Iran Adventurers

• Autorzy: Zbigniew Malara , Sina Razmpishe , Yasmin Ziaeian

Warianty tytułu

Koncepcja zrównoważonego modelu marketingowego w turystyce przygodowej : studium przypadku irańskich poszukiwaczy przygód

• Języki publikacji: EN

Abstrakty

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. (abstrakt oryginalny)

Słowa kluczowe

EN

Sustainable development; Sustainable marketing; Marketing-mix; Tourism

PL

Rozwój zrównoważony; Zrównoważony marketing; Marketing-mix; Turystyka

• Czasopismo: Przegląd Organizacji
• Rocznik: 2022
• Numer: nr 8
• Strony: 22--29

Twórcy

autor

Zbigniew Malara

• Wroclaw University of Science and Technology

autor

Sina Razmpishe

• Iran Adventurers

autor

Yasmin Ziaeian

• Wroclaw Uniwersity of Science and Technology

Bibliografia

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Identyfikatory

DOI

10.33141/po.2022.08.03