تاثیر راهبردهای اکتشافی و بهره بردای بر شهرت برند گردشگری با تاکید بر نقش وفاداری و تصویر ذهنی گردشگران (مورد مطالعه: هتل های 4و5 ستاره شهر یزد)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیاردانشگاه یزد، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران؛

2 دانشجوی دکتری رفتار و منابع انسانی دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران؛

10.22034/jtd.2019.191017.1775

چکیده

صنعت هتل‌داری آمیخته‌ای از خدمات محسوس و نامحسوس است؛ بر همین اساس میهمانان هتل‌ها معمولا در یک زمان خدمتی را با چندین معیار ارزیابی متکی بر نشانه‌ها خریداری می‌کنند. هدف از انجام این پژوهش بررسی تاثیر راهبردهای اکتشافی و بهره‌برداری بر شهرت برند گردشگری با در نظر گرفتن نقش وفاداری و تصویر ذهنی می باشد. پژوهش حاضر ازنظر هدف، کاربردی و ازنظر ماهیت توصیفی- پیمایشی است. جامعه آماری گردشگران اسکان یافته در بهار 1397هتل های 4و5 ستاره در شهر یزد به تعداد 4783 نفر می‌باشند. جهت نمونه‌گیری از طریق فرمول کوکران تعداد 355 نمونه در دسترس جمع‌آوری گردید. ابزار گردآوری داده‌های پژوهش، پرسشنامه است. روایی پرسشنامه با استفاده از میانگین واریانس استخراج شده در حدقابل قبول بیشتر از5/0 و پایایی از طریق ضریب آلفای کرونباخ بررسی و مقدار آن بالای 7/0 بوده و مورد تائید قرار گرفت. از نرم‌افزار ایموس جهت تجزیه و تحلیل داده ها استفاده گردید. نتایج پژوهش نشان داد راهبردهای دوسوتوانی تاثیر معنی داری بر تصویر ذهنی گردشگران دارند. همچنین یافته ها نشان داد که تصویر ذهنی گردشگران تاثیر معنی داری بر وفاداری گردشگران و شهرت برند گردشگری دارد. نتایج نشان داد که وفاداری گردشگران نیز بر شهرت برند تاثیر گذار است. همچنین، راهبرد اکتشافی با اثر میانجی تصویر ذهنی برند بر شهرت و وفاداری برند گردشگری تاثیر می گذارد. راهبرد بهره برداری نیز با اثر واسطه ای تصویر ذهنی برند بر وفاداری برند گردشگری تاثیر می گذارد. اما راهبرد بهره برداری از طریق تصویر ذهنی تأثیر معناداری بر شهرت برند گردشگری ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd)

نویسندگان [English]

  • Amir Reza Konjkav Monfared 1
  • Elaheh Hosseini 2
1 Corresponding author: Assistant Professor of Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University , Yazd, Iran;
2 Ph.D Candidate of Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran;
چکیده [English]

The hotel industry is a mix of tangible and intangible services; Accordingly, hotel guests usually purchase at one time a service with several sign-based rating criteria. . the purpose of this study is to investigate the impact of exploration and exploitation strategies on the reputation of brand by considering the role of loyalty and image of tourists. The purpose of this study is applied and descriptive-survey in nature. The statistical population of the present study was 4783 people residing in spring 2018, 4 and 5 star hotels in Yazd. A total of 355 available samples were collected by Cochran formula. The data collection tool was a questionnaire. The validity of the questionnaire was calculated using AVE at an acceptable level greater than 0.5 and its reliability was confirmed by Cronbach's alpha coefficient and its value was above 0.7 and confirmed. Amos software was used for data analysis. The results showed that ambivalent strategies include exploration and exploitation strategies that have a significant effect on tourists' mental image. The findings also showed that the mental image of tourists has a significant effect on tourist loyalty and tourism brand reputation. The results showed that loyalty of tourists also influenced brand reputation. Also, the exploration strategy with the mediating effect of brand image affects the reputation and loyalty of tourism brand. Operation strategy also influences the brand loyalty of tourism by mediating the effect of brand image; But the mental image exploitation strategy does not have a significant impact on tourism brand reputation.

کلیدواژه‌ها [English]

  • tourism brand reputation
  • Tourist Loyalty
  • tourist image
  • exploratory strategy
  • exploitation strategy
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