تأثیر بازاریابی تجربی، تصویر مقصد و تصویر شرکت بر رضایتمندی مشتریان هتل‌ها (مطالعۀ موردی: هتل‌های چهار و پنج ستارۀ پارسیان تهران)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت مؤسسة آموزش عالی کار، زنجان، ایران

2 کارشناس ارشد مدیریت بازرگانی مؤسسة آموزش عالی کار، زنجان، ایران

چکیده

 شناخت نگرش‌های رایج مصرف‌کنندگان در حوزة رفتار مصرف‌کننده، یک توانمندی راهبردی محسوب می‌شود؛ بنابراین، اولین چیزی که بر شکل‌گیری نگرش افراد به کالاها و خدمات تأثیر می‌گذارد، تجربة مستقیم مصرف‌کننده است. درنتیجه، هدف این پژوهش بررسی هتل‌های چهار و پنج ستارة پارسیان تهران از نظر تأثیرگذاری بازاریابی تجربی، تصویر مقصد و تصویر شرکت بر رضایتمندی میهمانان است. این مطالعه از روش معادلات ساختاری استفاده کرده است. نمونة جمع‌آوری‌شده شامل 570 نفر از مشتریان هتل‌های چهار و پنج ستارة پارسیان در تهران بود که از طریق نمونه‌گیری طبقه‌ای دومرحله‌ای انجام گرفت. درنهایت، نتایج نشان داد ادراکات میهمانان از بازاریابی تجربی، تصویر شرکت و تصویر مقصد بر رضایتمندی آنان تأثیر مستقیم دارد. همچنین، مدل مفهومی ارائه‌شده برای توسعة مدل‌های تأثیرگذاری بازاریابی تجربی، تصویر شرکت و تصویر مقصد تأیید شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Experiential Marketing, Destination Image and Corporate Image on Guests' Satisfaction in Hotels (Case Study: 4 and 5 star Tehran Parsian Hotels)

نویسندگان [English]

  • Hossein Abedi 1
  • Mohammad Hassan Ghelich Khani 2
1 Kar Higher Education Institute
2 Kar Higher Education Institute
چکیده [English]

Recognition of the common attitudes of consumers in the field of consumer behavior is a strategic capability. Therefore, consumer direct experience is the first effective factor on the formation of people's attitudes towards the products and services .The purpose of the present study is to explore the effect of experiential marketing, destination image and corporate image on satisfaction in four-star and five-star hotels Parsian Tehran. Structural equation modeling was employed to explore experiential marketing in the hotels. The research sample included 530 customers of four-star and five-star hotels Parsian in Tehran province. Sampling was conducted via two-phase stratified sampling method. The obtained results disclosed that customers' perceptions of experiential marketing, destination image and corporate image have a direct effect on satisfaction. Moreover, the proposed conceptual model to develop effectiveness models of experiential marketing, destination image and corporate image were confirmed

کلیدواژه‌ها [English]

  • Corporate Image
  • Destination image
  • Experiential Marketing
  • Satisfaction
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