Identification and Prioritization of Effective Components and Processes in Performance Evaluation of Forest-Mountain Tourism Supply Chain Management (Central Mazandaran

Document Type : Research Article

Authors

1 Ph.D. Student of Geography and Rural Planning, University of Tehran, Tehran, Iran

2 Assistant Professor of Geography and Rural Planning, University of Tehran, Tehran, Iran

3 Professor of Geography and Rural Planning, University of Tehran, Tehran, Iran

Abstract

The highly competitive environment in tourism services, tourism activists are forced to seek new ways to improve their competitive advantage. Tourism Supply chain management is one of the most effective strategies that tourism firms can use to increase their competitive advantage. A study on the performance evaluation of supply chain management in the service sector, such as tourism, is very limited in comparison with the manufacturing sector. This shows the necessity of further study in this field. The purpose of this study was to identify the processes and components of rural tourism supply chain management using the Delphi method and their ranking with the DANP method. For this purpose, two groups of academic experts and local managers of Mazandaran were selected by snowball sampling method. Two questionnaires were designed In the form of Likert spectrum and paired comparisons. Experts' views were used to increase formal validity. To assess the reliability of the questionnaire, the fitting coefficient of paired comparisons was used. The fitting coefficient was 0/0035 and it was of sufficient reliability. The studied area is mountainous and forest villages of central Mazandaran city including Savadkouh, Babol, Amol and Noor. A total 28 tourism routes and 164 tourist villages were identified. Finally, of 164 villages, 72 villages were identified as the main destination of tourists in tourism routes. Of the identified villages, 19 villages were located in Savdkouh, 17 villages in Babol, 19 villages in Amol and 17 villages in Noor.The results show that, according to local experts, the management process of performance assessment has the highest priority and the knowledge management process has the least importance in assessing the performance of rural tourism supply chain management.
Based on the results, the rank and importance of the processes are as follows:
1) Performance Management; 2) Capacity Management; 3) Financial Management; 4) Market Management; 5) Demand Management; 6) Risk Management; 7) Customer Relationship Management; 8) Supplier Relationship Management; 9) Order Process Management; 10) information management; 11) knowledge management.

Keywords

References

1)      جعفر نژاد، احمد؛ محسنی، مریم؛ عبدالهی، علی (۱۳۹3) ارائه رویکرد ترکیبی Promethee-AHP فازی برای ارزیابی عملکرد زنجیره تأمین خدمات (موردمطالعه: صنعت هتلداری)، چشم‌انداز مدیریت صنعتی، شماره 14، تابستان 1393، صص 92- 69.
2)      حمیدی، ناصر (1394) ساختاردهی و اولویت‌بندی موانع پذیرش مدیریت دانش در زنجیره تأمین خدمات برای ارائه راهکارهای غلبه بر موانع (با تأکید بر خدمات نیروی انتظامی)، فصلنامه مدیریت منابع در نیروی انتظامی، سال 2، شماره 3، صص.68-45.
3)      دربان آستانه، علیرضا؛ رضوانی، محمدرضا؛ حاتمی نژاد، پژمان (1395) ارزیابی عملکرد یکپارچه زنجیره تأمین هتل‌ها به‌منظور کسب مزیت رقابتی موردمطالعه هتل‌های شهر اصفهان، گردشگری و توسعه، دوره 2، شماره 2، پاییز 1395، صص.73-54.
4)      رضایی پندری؛ آذر، عادل؛ تقوی، الهوردی؛ مقبل باعرض، عباس (1393) ارائه مدل ارزیابی عملکرد زنجیره تأمین خدمات با رویکرد نگاشت شناختی فازی (موردمطالعه: صنعت بیمه)، چشم‌انداز مدیریت صنعتی، دوره4، شماره 16، زمستان 1393، صص.93-75.
5)      زرگر، سید مجتبی؛ زارعی، عظیم؛ میرزایی فر، مهدی (1390) تبیین مفهوم و جایگاه مدیریت زنجیره تأمین گردشگری در توسعه پایدار صنعت گردشگری، همایش گردشگری و توسعه پایدار، 22 و 23 تیرماه 1390، دانشگاه آزاد اسلامی واحد همدان، صص.10-1.
6)      شاهین، آرش و دژطاهریان، مریم (۱۳۹۴) ارائه راهکاری برای انتخاب و تفکیک شاخص‌های عملکرد زنجیره تأمین خدمات با رویکرد امتیاز ویژه شاخص‌ها (NIS) موردمطالعه یک زنجیره تأمین دوسطحی – دوسویه، مدیریت ایران، سال 10، شماره 39، پاییز 1394، صص.114-87.
7)      صادقی مقدم، محمدرضا؛ صفری، حسین؛ احمدی نوذری، مجتبی (1394) اندازه‌گیری پایداری زنجیره تأمین خدمات با استفاده از سستم استنتاج فازی چندمرحله‌ای/چندبخشی (مطالعه موردی: بانک پارسیان، مدیریت صنعتی، دوره 7، شماره 3، صص.562-533.
8)      ضیایی، محمود و تراب احمدی، مژگان (1392) شناخت صنعت گردشگری با رویکرد سیستمی، چاپ سوم، تهران: ناشر علوم اجتماعی.
9)      فکری، رکسانا؛ احمدی، مهدی؛ باباییان پور، مرضیه (۱۳۹۴) مدل مفهومی چابک سازی زنجیره تأمین سازمان‌های خدماتی با استفاده از روش نگاشت مفهومی فازی، مدیریت فردا، سال 13، شماره 42، بهار 1394، صص.66-55.
10)   مستقیمی، محمود رضا،؛ محمدرحیم رمضانیان، محمدرحیم؛ اسماعیل‌زاده، محمد (1394) شناسایی و اولویت‌بندی معیارهایی برای ارزیابی عملکرد زنجیره تأمین خدمات، مدیریت صنعتی، دوره 7، شماره 1، صص.174-151.
11) Baltacioglu, T. & Ada, E. & Kaplan, M. D. & Yurt, O. & Kaplan, Y. C. (2007) "A new framework for service supply chains", The Service Industries Journal, Vol.27, No.2, pp.105-124.
12) Boon-itt, S. & Pongpanarat, C. (2011) Measuring Service Supply Chain Management Processes: The Application of the Q-Sort Technique, International Journal of Innovation, Management and Technology, Vol.2, No.3, pp.217-221.
13) Boon-itt, S. & Wong, C.Y. & Wong, C.W.Y (2017) Service supply chain management process capabilities: Measurement development, International Journal of Production Economics, Vol.193, pp.1–11.
14) Chen, D. (2009) Innovation of Tourism Supply Chain Management, International Conference on Management of e-Commerce and e-Government, pp.310-313.
15) Chin, C.H. & Lo, M.C. & Songan, P. & Nair, V. (2014) Rural Tourism Destination Competitiveness: A Study on Annah Rais Longhouse Homestay, Sarawak, Procedia-Social and Behavioral Sciences, Vol.144, pp.35-44.
    i.     Cho, D.W. & Lee, Y.H. & Ahn, S.H. & Hwang, M.K (2012) “A framework for measuring the performance of service supply chain management”, Computers & Industrial Engineering, Vol.62, pp.801–818.
16) Christopher, M. (2003) Understanding Supply Chain Risk: A Self-Assessment Workbook, Centre for Logistics and Supply Chain Management, Cranfield School of Management, UK.
17) Dimitrovski, D.D & Aleksander, T.T. & Aleksander, D.V. (2012) Rural tourism and regional development: case study of development of rural tourism in the region of Gruza Serbia, Procedia Environmental Sciences, Vol.14, pp.288-297.
18) Dong, W.C. & Young, H.L. & Sung, H.A. & Min, K.H. (2012) “A framework for measuring the performance of service supply chain management”, Computers & Industrial Engineering, Vol.62 No.3, pp.801-818.
19) Elgazzar, S. & Elzarka, S. (2017) Supply chain management in the service sector: an applied framework, The Business and Management Review, Vol.8, No.5, pp.118-130.
20) Ellram, L. & Tate, W. & Billington, C. (2004) Understanding and managing the services supply chain, Journal of Supply Chain Management, Vol.40, No.4, pp.17–32.
21) Flint, D. J. (2004) “Strategic marketing in global supply chains: Four challenges”, Industrial Marketing Management, Vol.33, pp.45-50.
22) Field, J.M. & Meile, L.C. (2008) "Supplier relations and supply chain performance in financial services processes", International Journal of Operations & Production Management, Vol.28, No.2, pp.85-206.
23) Font, X. & Tapper, R. & Schwartz, K. & Kornilaki, M. (2008) Sustainable Supply Chain Management in Tourism, Business Strategy and the Environment Bus. Strat. Env. No.17, pp.260–271.
24) Foxx, W.K. & Bunn, M.D. & McCay, V. (2008) “Outsourcing services in the healthcare sector”, Journal of Medical Marketing, Vol.9, No.1, pp.41–55.
25) Gunasekaran, A. & Patel, C. & Tirtiroglu, E. (2001) “Performance measures and metrics in a supply chain environment”, International Journal of Operations & Production Management, Vol.21, No.12, pp.71-87.
26) GUO, X. & HE, L. (2012) “Tourism supply-chain coordination: the cooperation between tourism hotel and tour operator”, Tourism Economics, Vol.18 No.6, pp.1361–1376.
27) Guo, X. & Ling, L. & Dong, Y. & Liang, L. (2013) Cooperation contract in tourism supply chains: The optimal pricing strategy of hotels for cooperative third party strategic websites, Annals of Tourism Research, Vol.41, pp.20–41.
28) Hua, S. & Ranjan Chatterjee, S. & Jingliang, C. (2011) Achieving competitive advantage in service supply chain: evidence from the Chinese steel industry, Chinese Management Studies, Vol.5, No.1, pp.68-81.
29) HUANG, G.Q. & CHEN, W. & SONG, H. & ZHANG, X. (2010) “Game-theoretic study of the dynamics of tourism supply chains for package holidays under quantity competition”, Tourism Economics, Vol.16, No.1, pp.197–216.
30) Jena, Sarat Kumar. & Jog, Deepti. (2017) Price competition in a tourism supply chain, Tourism Economics, Vol.23, No.6, pp.1235–1254
31) Johnson, M. & Mena, C. (2008) “Supply chain management for servitised products: A multi industry case study”, Int. J. Production Economics, Vol.114, pp.27–39.
    i.     Khei Lee, H. & Fernando, Y. (2015) “The antecedents and outcomes of the medical tourism supply chain”, Tourism Management, Vol.46, pp.148-157.
32) Lang, L.Y. & Cheng, L.T. (2012) “The effect of service supply chain management practices on the public healthcare organizational performance”, International Journal of Business & Social Science, Vol.3, No.16, pp.216-224.
33) Leonczuk, Dorota. (2016) "Categories of supply chain performance indicators: an overview of approaches" Business, Management and Education, Vol.14, No.1, pp.103–115.
34) Ling, L. & Guo, X. & Yang, C. (2014) “Opening the online marketplace: An examination of hotel pricing and travel agency on-line distribution of rooms”, Tourism Management, Vol.45, pp.234-243.
35) Maull, R. & Geraldi, J. & Johnston, R. (2012) Service Supply Chains: A Customer Perspective, Journal of Supply Chain Management, Vol.48, No.4, pp.72–86
36) Mehrparvar, H. & Shahin, A. Karbasian. (2014) “Performance Indicators in a Service Supply Chain”, International Journal of Economy, Management and Social Sciences, Vol.3, No.10, pp.582-588.
37) Panyik, E. & Carlos, C. & Tamara, R. (2011) Implementing integrated rural tourism: An event-based approach, Tourism Management, Vol.321, pp.1352-1363.
38) Rodríguez‐Díaz, M. & Espino‐Rodríguez, T.F. (2006) "Developing relational capabilities in hotels", International Journal of Contemporary Hospitality Management, Vol.18, No.1, pp.25-40.
39) Rogers, P.A. (2006) "Optimising supplier management and why co‐dependency equals mutual success", Journal of Facilities Management, Vol.4, No.1, pp.40-50.
40) Sharma, A. &  Loh, P. (2009) "Emerging trends in sourcing of business services", Business Process Management Journal, Vol.15, No.2, pp.149-165.
41) Sharma, S.K. (2016) “Performance Measurement of Supply Chain”, Imperial Journal of Interdisciplinary Research (IJIR) Vol.2, No.7, pp.456- 460.
42) Sigala, M. (2008) “A supply chain management approach for investigating the role of tour operators on sustainable tourism: the case of TUI”, Journal of Cleaner Production, Vol.16, pp.1589–1599.
43) Silvestro, R. & Cross, S. (2000) “Applying the service profit chain in a retail environment: Challenging the satisfaction mirror”, International Journal of Service Industry Management, Vol.11, No.3, pp.244–268.
44) Szpilko, D. (2017) "Tourism Supply Chain – Overview of Selected Literature" 7th International Conference on Engineering, Project, and Production Management, Procedia Engineering, Vol.182, pp.687–693,
45) Stank, T.p. & Keller, S.B. (2001) “Supply Chain Collaboration and Logistics Service Performance, Journal of Business Logistics, Vol.22, No.1, pp.29-48.
46) Ujma, D. (2001) "Distribution channels for tourism: theory and issues", In London: Continuum International Publishing Group.
47) Zailani, S. & Kumar, K. (2011) “Service supply chain (SSC): proposed SSC practices measurement items for empirical testing”, Journal of System and Management Sciences, Vol.1, No.5, pp.11-18.
48) Zhang, Ruoqing & Chen, Haiquan. (2015) A Review of Service Supply Chain and Future Prospects, Journal of Service Science and Management, Vol.8, pp.485-495.
49) Zhang, Y. & Murphy, P. (2009) Supply-chain considerations in marketing underdeveloped regional destinations: A case study of Chinese tourism to the Goldfields region of Victoria, Tourism Management, Vol.30, pp.278–287.
50) Topolšek, D. & Mrnjavac, E. & Kovačić, N. (2014) “Integration of travel agencies with transport providers”, Tourism Management Perspectives, Vol.9, pp.14–23.
    i.     Yang, S. & Huang, G.Q. & Song, H.& Liang, L. (2009) Game-Theoretic Approach to Competition Dynamics in Tourism Supply Chains, Journal of Travel Research Vol.47. No.4, pp.425-443.
Yu Chiu, W. & Tzeng, GH. & Lin Li, H.A. (2012)new hybrid MCDM model combining DANP with VIKOR to improve e-store business, Knowledge-Based Systems 2012 July, Vol.37, pp.48-61
urban tourism
Volume 6, Issue 1
June 2019
Pages 87-106

Files

Share

How to cite

Statistics