تأثیر ارزش ویژه شناسه مقصد گردشگری بر قصد بازدید مجدد بر اساس الگوی ارزش ویژه برند مبتنی بر مشتری (مطالعه موردی: شهر اصفهان)

نوع مقاله : مروری

نویسندگان

1 دانشگاه شهید بهشتی

2 دانشگاه اصفهان

چکیده

    صنعت گردشگری در طی دهه اخیر با نرخ رشدی شتابان گسترش یافته و منبع درآمد قابل‌ ملاحظه­ ای­ برای بسیاری از کشورهای در‌حال‌ توسعه بوده است. اما کشور ایران با وجود قابلیت‌های بالا، سهم ناچیزی از این کسب­ وکار جهانی را به خود اختصاص داده است. یکی از راهکارهایی که کشورها برای جذب گردشگر به­ کار می­ گیرند، ایجاد شناسه برای مقاصد گردشگری است. در این مقاله شهر اصفهان به­ عنوان مقصد گردشگری انتخاب شده و گردشگرانی که در سه ماهه اول سال 1391 به این شهر سفر کرده بودند به­ عنوان جامعه آماری انتخاب شدند که از این میان با توجه به فرمول کوکران و روش نمونه­ گیری سهل و آسان 384 پرسشنامه میان آن­ ها توزیع شد. اطلاعات مورد نیاز توسط نرم‌افزار آماری AMOS مورد تجزیه‌و‌تحلیل قرار گرفت. همچنین لازم به ذکر است که برای آزمون فرضیه­ ها نیز از الگوسازی معادلات ساختاری استفاده شد. نتایج نشان می‌دهد مدیران صنعت گردشگری باید بر سه متغیر آگاهی از شناسه، تصویر شناسه  و کیفیت شناسه مقصد تأکید بیشتری داشته باشند، همچنین نتایج حاکی از آن است که آگاهی از شناسه مقصد بیشترین تأثیر را بر ارزش شناسه مقصد داشته است.  Abstract     Tourism industry has had an increasing growth rate in the past decade and has been a significant income source for many developing countries. But Iran, in spite of its rich and extensive tourism related assets, has had a small share of this global market. One of the strategies in attracting visitors for countries is Destination Branding. In this article, Isfahan city was selected as tourism destination and the tourists who have traveled to Isfahan in the first quarter of  the year 1391 were chosen as the research community and then by the use of Cochran formula and convenience sampling, 384 questionnaires was distributed among them. At this article, the Amos software has been used. For testing research hypotheses, the structural equation modeling was applied. The results of  data analysis represents that In order to creating a better brand in Isfahan city, managers of tourism industry should emphasize more on 3 independent variables i.e. destination brand awareness, destination brand image and destination brand quality. Among all the variables, destination brand awareness has had the most effect on destination brand value. Keywords: Tourism Industry; Tourist, Tourism Destination; Destination Brand Equity; Revisit Intention.

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