شناسایی و اعتبارسنجی ابعاد و سنجه‌های ارزش ویژه برند در برند سازی مقاصد گردشگری

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه آزاد آسلامی واحد رشت

2 دانشگاه گیلان

3 دانشگاه آزاد اسلامی واحد رشت

4 دانشگاه آزاد واحد رشت

چکیده

با توجه به اهمیت یافتن برندسازی برای مقاصد گردشگری و با عنایت به پتانسیل‌های موجود در استان گیلان، هدف این تحقیق شناسایی ابعاد ارزش ویژه برند مقصد گردشگری که کمک زیادی به برند سازی و بازاریابی و توسعه گردشگری می کند. با توجه به اهمیت این موضوع، این تحقیق به شناسایی و اعتبارسنجی ابعاد و سنجه‌های ارزش ویژه برند در برند سازی مقاصد گردشگری استان گیلان پرداخته است.  برای دستیابی به این هدف، فرایند تحقیق در دو بخش کیفی و کمی طراحی گردید. محققان در بخش کیفی تلاش نمودند تا با مطالعه آخرین دستاوردهای علمی در حوزه برندسازی مقاصد گردشگری و با تکیه بر مصاحبه با خبرگان، به یک الگوی توسعه یافته بومی برای استان با تأکید بر متغیرهای آگاهی، تصویر، کیفیت، شخصیت و وفاداری دست یابند. یافته‌های مرحله کیفی، در قالب سؤالات پرسشنامه و با هدف ارزیابی دیدگاه گردشگران پیرامون 8 شهر رشت، لاهیجان، انزلی، ماسوله، فومن، ماسال، آستارا و تالش بین 800 گردشگر توزیع و جمع آوری گردید. در این تحقیق ابتدا از روش کیفی تحلیل محتوا استفاده شد. بنا به ضرورت از روش نمونه‌گیری هدفمند (11 نفر خبرگان حوزه بازرگانی و گردشگری) استفاده شد. نتایج تحلیل و به منظور اعتباردهی نتایج به‌دست‌آمده و افزایش روایی آن‌ها از روش کمّی تحلیل عاملی اکتشافی و تحلیل عاملی تاییدی استفاده شد. بر اساس نتایج حاصل از تحلیل مصاحبه‌ها و پرسش‌نامه‌های تکمیل‌شده، 5 بعد اصلی و 82 مولفه شناسایی که عبارتند از وفاداری با دو بعد بترتیب وفاداری نگرشی با 6 مولفه ،کیفیت ادراک شده از مقصد با دو بعد به ترتیب عوامل ملموس با 24 مولفه و عوامل غیر ملموس کیفیت با 9 مولفه ،تصویر از برند مقصد گردشگری با دو بعد به ترتیب تصویر شناختی با 9 مولفه  و تصویر عاطفی با 4 مولفه ، آگاهی از برند مقصد گردشگری با بعد  یاداوری با 4 مولفه و نهایتا شخصیت از مقصد گردشگری با 6 مولفه شناسایی شد.

کلیدواژه‌ها

عنوان مقاله [English]

Identify and validate the dimensions and metrics of brand equity

نویسندگان [English]

  • Narges Delafrooz 1
  • Mohsen Akbari 2
  • yalda Rahmati 3
  • Mohammad Reza Taghizadeh Joorshari 4
1 Islamic Azad University Rasht Branch
2 university of Guilan
3 Islamic Azad university
4 Islamic Azad university Rasht Branch

کلیدواژه‌ها [English]

  • Brand Equity
  • Branding- Tourism Destination- Content Analysis- Guilan Province

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  • تاریخ دریافت: 03 شهریور 1398
  • تاریخ بازنگری: 27 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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