جستجوی مقالات مرتبط با کلیدواژه « Guerilla Marketing » در نشریات گروه « جغرافیا »

New marketing methods are usually presented to tackle the problems of the traditional means of marketing or to increase their efficacy. Therefore, the purpose of this research is to evaluate the causality of the indicators affecting guerilla marketing to facilitate the attraction of tourists with an attitude toward economic benefits.

This is a cross-sectional study carried out in Kermanshah, 2021, using a mixed method of quantitative-qualitative. 85 primary codes were extracted from the desk studies and the analysis of 26 articles. The codes were classified into 7 groups according to their alternative themes. The given questionnaire was delivered to the experts and the results were modeled using the DEMATEL method.

Eventually, 63 extracted primary codes were classified into 9 content groups, 7 alternative themes and 3 basic themes. Human tools, cultural tools, causal relationships and technology were the most impressive variables. While, economic benefits, customer attraction, advertisement and causal relationships were the most impressible ones.

In guerilla marketing, Human tools, cultural tools, technology and causal relationships had an influential impact on the economic benefits, tourist attraction and advertisement.

Traditional marketing is very expensive, but new methods are always defined in the world of business and trade that solve the defects of the traditional method or can be defined in an environment that is more productive. . This factor caused the emergence of guerilla marketing. The purpose of this research is to design and present a conceptual model of guerrilla marketing. The current research is exploratory in terms of purpose and practical in terms of results. This research, using the structural-interpretive modeling method and after reviewing about 250 researches related to metasynthesis method, includes 7 main categories which have been approved by the experts and using the quantitative approach (interpretive structural modeling) conceptual model Guerrilla marketing factors have been extracted and placed in four levels. This method is in the group of system analysis methods that examines interactions between system elements. By defining each of the factors and also considering the final accessibility matrix, the final interpretive structural model was drawn. Since this method is based on the opinions of experts, the opinions of 15 experts and university professors were used, as well as in the matrix of power (influence), dependence of categories, technology tools, advertising weapons, facilitation of attracting customers (tourists), Economic interests are placed in the linked area. This means that any change on these variables can cause other variables to change. Also, the categories of human tools, cultural tools, and relational tools are placed in the (independent) area of influence, which needs more attention.