نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.
2 گروه مدیریت، واحد دولتآباد، دانشگاه آزاد اسلامی، اصفهان، ایران.
چکیده
در عصر جهانی شدن و رقابت فزاینده میان شهرها برای جذب سرمایهگذاری، گردشگران، نخبگان و منابع انسانی، برندسازی شهری به ابزاری استراتژیک بدل شده است. برند شهری قدرتمند، میتواند تصویر ذهنی شهر را در ذهن ذینفعان داخلی و خارجی بازآفرینی کند و زمینهساز توسعه پایدار و رقابتپذیری بینالمللی گردد. هدف این پژوهش استخراج مفهوم برند شهری با استفاده از دادههای شبکههای اجتماعی است. مورد مطالعه پژوهش، برند شهر اصفهان است که اخیراً به عنوان پایتخت فرهنگ و تمدن اسلامی ایران انتخاب شده است. این پژوهش از نظر هدف توسعه ای - کاربردی و ازحیث ماهیت و روش، اکتشافی است. داده های مربوط به هشتگ های مورد استفاده با محوریت شهر اصفهان در شبکه اینستاگرام و با استفاده از هشتگ «#اصفهان» گردآوری شد. جهت تجزیه و تحلیل دادههای پژوهش از دو روش آمار توصیفی و تحلیل شبکه معنایی با رویکرد سهمرحلهای تعریف، اندازهگیری و مصورسازی استفاده شد. نتایج خوشهبندی مفاهیم مرتبط نشان داد که برند شهری اصفهان شامل شش خوشه از مفاهیم مرتبط و درهمتنیده بود که این خوشه ها با نامهای «مکانها و جاذبههای گردشگری»، «اصفهان قدیم»، « محلهها و شهرهای مجاور»، « توصیف اجتماعی شهر و مردم»، « کسبوکار» و « هنر اصفهان» نامگذاری گردید. شناسایی خوشههای مفهومی مرتبط با برند شهری اصفهان به سیاستگذاران و مدیران شهری کمک میکند تا برنامهریزیهای دقیقتری برای توسعه و بازاریابی این بخشها انجام دهند. همچنین نتایج این پژوهش میتواند به عنوان نقشهای راهبردی برای برنامهریزی و اجرای سیاستهای توسعه شهری، گردشگری و اجتماعی در اصفهان مورد استفاده قرار گیرد.
کلیدواژهها
موضوعات
عنوان مقاله [English]
Extracting the Concept of Urban Brand Using Social Network Data (Case Study: Isfahan City Brand)
نویسندگان [English]
- Zoya Mousavi Mobarakeh 1
- Seid Mohammad Reza Mirahmadi 2
- Hassan Ghorbani 1
1 Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.
2 Department of Management, Dolatabad Branch, Islamic Azad University, Isfahan, Iran.
چکیده [English]
In the era of globalization and increasing competition between cities to attract investment, tourists, elites, and human resources, city branding has become a strategic and vital tool. The aim of this research is to extract the concept of city brand using data from social networks. The subject of the research is the brand of the city of Isfahan, which is famous among tourists in half the world and has recently been selected as the capital of Islamic culture and civilization of Iran. This research is developmental-applied in terms of its purpose and exploratory in terms of its nature and method. Data related to hashtags used with the city of Isfahan as the centerpiece on the Instagram network and using the hashtag "#Isfahan". Two methods of descriptive statistics and semantic network analysis were used to analyze the research data with a three-stage approach of definition, measurement, and visualization. The results of clustering related concepts showed that Isfahan's urban brand consisted of six clusters of related and intertwined concepts, which were named as "Tourist Places and Attractions", "Old Isfahan", "Neighboring Neighborhoods and Cities", "Social Description of the City and People", "Business", and "Art of Isfahan". Identifying conceptual clusters related to Isfahan's urban brand helps policymakers and urban managers to make more accurate plans for the development and marketing of these sectors. The results of this study can also be used as a strategic map for planning and implementing urban, tourism, and social development policies in Isfahan.
کلیدواژهها [English]
- Urban Brand
- Social Networks Analysis
- Semantic Network Analysis
- Isfahan
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