ارائة مدلی جهت تبیین ارزش ویژۀ برند مقاصد گردشگری (مطالعۀ موردی: شهر اصفهان)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی (بازاریابی)، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 استاد بازاریابی گروه مدیریت، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

3 دانشیار مدیریت مالی گروه مدیریت، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف پژوهش حاضر ارائة مدلی برای تبیین ارزش ویژة برند مقصد گردشگری اصفهان است. جامعة آماری پژوهش گردشگران خارجی است که در آبان‌ماه 1392 به شهر اصفهان سفر کرده‌اند. از این جامعة نامحدود، نمونه‌ای به حجم 200 نفر انتخاب شد. برای گردآوری داده‌های پژوهش، پرسشنامة محقق‌ساخته‌ای طراحی شد. سپس برای بررسی داده‌های پژوهش و آزمون فرضیه‌ها از آمار توصیفی و استنباطی استفاده شد. نتایج پژوهش نشان می‌دهد آگاهی از برند مقصد گردشگری ارزش ادراک‌شده، رضایت گردشگر، تصویر ذهنی مقصد و وفاداری به مقصد گردشگری را به‌طور معنی‌داری تحت تأثیر قرار می‌دهد. همچنین ارزش ادراک‌شده از مقصد گردشگری تأثیر معنی‌داری بر تصویر ذهنی مقصد گردشگری، وفاداری به مقصد گردشگری و رضایت گردشگر دارد. به‌علاوه، رضایت گردشگر تأثیر معنی‌داری بر تصویر ذهنی مقصد گردشگری و وفاداری به مقصد گردشگری دارد. در نهایت تصویر ذهنی مقصد گردشگری، وفاداری به مقصد گردشگری را به‌طور معنی‌داری تحت تأثیر قرار می‌دهد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Developing a model for explaining tourism destination brand equity (Case study: Isfahan City)

نویسندگان [English]

  • Mohammad Ghafari 1
  • Bahram Ranjbarian 2
  • Saeed Fathi 3
1 Ph.D. Candidate of Marketing, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 Prof., Marketing, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
3 Associate Prof., Financial Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده [English]

The purpose of this study is to develop a brand equity model for Isfahan as a tourism destination. The statistical population of this study consists of the inbound tourists who have traveled to Isfahan in November 2013. A sample of 200 tourists has been selected from this population. A self-administrated questionnaire has been used for collecting the research data. In order to analyze the research data and test the hypotheses, both descriptive and inferential statistics have been used. The results reveal that the tourism destination brand awareness significantly influences the perceived value, tourist satisfaction, tourism destination brand image, and tourist loyalty. The results also indicated that the perceived value significantly influences tourism destination image, tourist satisfaction and loyalty. The findings also showed that tourist satisfaction significantly influences tourism destination brand image and do not significantly influences tourist loyalty. Finally, the results revealed that tourism destination brand image significantly influences tourist loyalty.

کلیدواژه‌ها [English]

  • brand equity
  • tourism destination brand equity
  • tourism destination loyalty
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