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.

کلیدواژه‌ها

مراجع

  1. ایوبی یزدی، حمید و ایمانی خوشخو، محمد حسین (1389).عوامل مؤثر بر ارزش ویژه شناسه در مقصد گردشگری شهر یزد. فصلنامه مطالعات گردشگری،13، 137-113.
  2. یوسف سیبدری، منوچهر. (1390). ارائه الگوی ارزش ادراکی از مکان گردشگری، بر اساس الگوی ارزش ویژه شناسه مبتنی بر مشتری ، بررسی موردی: جزیره کیش. ( پایان نامه کارشناسی ارشد). دانشگاه تهران، ایران.
  3. Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
  4. Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. L., & Mittal, V. (2002). Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1), 13–25.
  5. Baloglue, S., & Erickson, R. E. (1998). Destination loyalty and switching behavior of travelers a Markov analysis. Tourism Analysis, 2, 119-127.
  6. Barrows, C. W., Latuuca, F. P., & Bosselmanc, R. H. (1989). Influence of restaurant reviews upon consumers. FIU Hospitality Review, 7(2), 84–92.
  7. Boo, S. (2006). Multidimensional Model of Destination Brands: An Application of Customer-Based Brand Equity, .(A dissertation paper), The George Washington University,USA, 1-180.
  8. Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116.
  9. Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–742.
  10. Chen C.F& Chen F.S (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists, Tour Manage, 31(1), 29-35.
  11. Chen, C. F., & Tsai, D. (2007). How destination image and evaluate factors affect behavioral intentions? Tourism Management, (28),1115–1122.
  12. Chiou, J. (2004). The antecedents of consumers’ loyalty toward Internet service providers. Information and Management, 41, 685–695.
  13. Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, 36(2), 230–240.
  14. Cullen, P. , & Rogers, J. (1988). Quality and Price Perceptions of Major Hotel/MotelChains for Business Travel: An Exploratory Study. International Journal of Hospitality Management, 7(2), 151-160.
  15. De Chernatony, L., & McDonald, M. (2003). Creating Powerful Brands in Consumer Service and Industrial Markets. Oxford: Butterworth Heinemann.
  16. Doyle, P. (2001). Building Value-Based Branding Strategies, Journal of Strategic Marketing, 9, 255-268.
  17. Garcia,J.A., Gomez,M., & Molina,A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management,33 , 646-661
  18. Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management , 17 (1), 4-12.
  19. Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of Retailing, 80, 9–13.
  20. Hellier, K, Phillip. Geursen, M, Gus. Carr, A, Rodney., & Richard, A, John.(2003). Customer repurchase intention. European Journal of Marketing, (37), 1763-1800.
  21. Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: an application of branding theories to tourism places. Journal of Business Research, (59), 638–642.
  22. Jang S.C., & Feng R (2007). Temporal Destination Revisit Intention: The Effects of Novelty Seeking and Satisfaction. Tourism Manage. 28(2), 580-590.
  23. Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice-Hall.
  24. Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.
  25. Kwun, J. W., & Oh, H. (2004). Effects of brand, price, and risk on customers’ value perceptions and behavioral intentions in the restaurant industry. Journal of Hospitality and Leisure Marketing, 11(1), 31–49.
  26. Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.
  27. Lim, Y. M. (2009).Customer-Based Brand Equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand.(A dissertation paper). State University, Virginia.
  28. Lindermann, J. (2004). Brand Valuation, In R. Clifton (Ed.), Brands and Branding, New York, NY, Bloomberg Press. 27–45.
  29. Loureiro, S.M.C., & Kastenholz, E., (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30, 575–583.
  30. Mingfang, Z. (2011). Examining the structural relationships of tourist characteristics and destination. International Conference on E-business, Management and Economics (pp. 187-191). Hong Kong: IACSIT Press.
  31. Moon, K. S. , Kim, M. , Ko, Y. J. , Connaughton, D. P. , &Lee, J. H. (2011). The influence of consumer’s event quality perception on destination image. Journal of Managing Service Quality. 21(3), 287-303.
  32. Murphy, P., Pritchard, M. P., & Smith, B. (2000). The distinction product & its impact on traveler perceptions. Tourism Management, 21, 43–52.
  33. Odin, Y., Odin, N., & Valette-Florence, P. (2001).Conceptual & operational aspects of brand loyalty: an empirical investigation. Journal of Business Research, 53,75–84.
  34. Oh, H. (2000). Diner’s perceptions of quality, value, & satisfaction, Cornell Hotel & Restaurant Administration Quarterly, 41(3), 58–66.
  35. Oliver, R. L. (1980). A cognitive model of the antecedents & consequences of satisfaction decisions. Journal of Marketing Research, 17, 460–469.
  36. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154.
  37. Petrick, J. F., Morais, D. D., & Norman, W. C.(2001). An examination of the determinants of entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40, 8-41 .
  38. Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30, 857-866.
  39. Sweeney, J., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
  40. Teas, R. K., & Laczniak, R. N. (2004). Measurement process context effects in empirical tests of causal models. Journal of Business Research, 57(2), 162–170.
  41. Tsai, S. (2005). Utility, cultural symbolism & emotion: a comprehensive model of brand purchase value. International Journal of Research in Marketing, 22,277–291.
  42. Uysal, M. (2003). Satisfaction Components in Outdoor Recreation and Tourism Settings. e-Review of Tourism Research (eRTR), 1(3).
  43. wang et al. (2010). Tourist behavior in Hakka Cultural Parks . African Journal of Business Management , 2952-2961.
  44. Yoo, B., Donthu, N., & Lee, S. (2001). An examination of selected marketing mix elements & brand equity, Journal of Marketing Research, 24, 258–270.
  45. Zeithaml, V. A. (1988). Consumer perception of price, quality, & value: a means-end model & synthesis of evidence. Journal of Marketing, 52(3), 2–22.
  46. Zins, A.H. (2001). Relative attitudes and commitment in customer loyalty models. International Journal of Service Industry Management, 12 (3), 269-294.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 11 مهر 1394
  • تاریخ بازنگری: 17 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار