نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری تخصصی برنامه ریزی شهری در دانشگاه شهید بهشتی و مدرس گروه شهرسازی دانشگاه آزاد اسلامی واحد تهران جنوب
2 گروه جغرافیا، دانشکده علوم زمین، دانشگاه شهید بهشتی تهران
3 گروه مدیریت، دانشگاه کردستان
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Tourism economics in 21st century will continue its gradual growth and this growth will expedite during the years to come. Sharing this huge volume of financial resources relies on Tourism Destinations Branding. Among the various tourism destinations, tourists tend to choose the places which are widely known as top and different brands. Among the tourism attractions of our country Iran, the cultural and artistic attractions have never received enough attention due to which this research focusing on Iran National Museum Tourism will assess its special importance and value then the relation between branding and tourist’s loyalty to the destination is distinguished. The research method is descriptive analysis and in terms of objective is user-development. The sample volume is 200 tourists with planned-available method. The data is collected through libraries and filed method. In the first section of this research, the special value of the National Museum Tourism Brand is calculated using the independent- single-sample T-Test. The results drawn from this section shows that the value of National Museum Brand with the score 3.37 is fairly high and its significance is approved through the various indicators with Alpha 5 level. In the second section, the relation between National Museum Tourism Brand and tourist’s loyalty is assessed as 0.0629 using the Spearman correlation coefficients. In the final section some suggestions are presented in terms of research findings such as “the supply of goods and services being affordable by the tourists”.
کلیدواژه‌ها [English]
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