Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis

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Zahmatkesh Saredorahi Mahdieh; Boroumandzad Yasamin; Gharibzadeh Javad; Siadatan Mohammad; Ardian Aram

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Journal Paper

Paper Information

Journal: TOURISM AND DEVELOPMENT Year:2021 | Volume:10 | Issue:2 Page(s): 55-66

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Information Journal Paper

Title

Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis

Author(s)

Keywords

Marketing

Brand

Hotel Industry

Fuzzy cognitive mapping

social network analysis

Abstract

The use of Marketing is essential for organizations looking for an informed presence in the market. The goal of Marketing is to meet the needs and wants of customers better than their competitors. Different customer needs from one industry to another have led to a different approach. The Hotel Industry is one of the most luxurious sectors of the tourism industry, and despite its importance in increasing profitability, it has received less attention. In this research, a qualitative research has been conducted on the impact of Marketing on the hotel Brand. This study is applied in terms of purpose and descriptive in terms of data collection. For this purpose, after explaining the topic and reviewing the research background, the conceptual framework of the specific model and data were analyzed using Fuzzy cognitive mapping tools and social network analysis techniques. The findings indicate that product factors, physical evidence, and manpower should be considered more than other factors. To increase customer loyalty, commitment and engagement, they must promote Marketing techniques and provide a variety of physical evidence to create a positive Brand mentality for customers.

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APA: Copy

Zahmatkesh Saredorahi, Mahdieh, Boroumandzad, Yasamin, Gharibzadeh, Javad, Siadatan, Mohammad, & Ardian, Aram. (2021). Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis. TOURISM AND DEVELOPMENT, 10(2 ), 55-66. SID. https://sid.ir/paper/1045905/en

Vancouver: Copy

Zahmatkesh Saredorahi Mahdieh, Boroumandzad Yasamin, Gharibzadeh Javad, Siadatan Mohammad, Ardian Aram. Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis. TOURISM AND DEVELOPMENT[Internet]. 2021;10(2 ):55-66. Available from: https://sid.ir/paper/1045905/en

IEEE: Copy

Mahdieh Zahmatkesh Saredorahi, Yasamin Boroumandzad, Javad Gharibzadeh, Mohammad Siadatan, and Aram Ardian, “Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis,” TOURISM AND DEVELOPMENT, vol. 10, no. 2 , pp. 55–66, 2021, [Online]. Available: https://sid.ir/paper/1045905/en

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