طراحی مدل وفاداری به برند مقصد گردشگر بر اساس نقش ترکیبی تجربه برند مقصد، شخصیت برند مقصد و ارزش ویژه برند مقصد از دیدگاه گردشگران خارجی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران؛

2 دانش آموخته کارشناسی ارشد مدیریت بازرگانی دانشگاه خوارزمی، تهران، ایران؛

10.22034/jtd.2020.207717.1881

چکیده

اگرچه تحقیقات در زمینه وفاداری به برند ابتدا با مطالعه "مقاومت برند" کوپرلند در سال ( 1923) شروع شد اما این موضوع هنوز هم به عنوان یکی مهمترین موضوعات در زمینه برند مورد توجه است. مفهوم وفاداری به برند به عنوان نیرو محرکه اصلی و یکی از پراهمیت‌ترین شاخص‌ها در موفقیت اقدامات بازاریابی خصوصا بازاریابی مقاصد گردشگری شناخته شده است. هدف از تحقیق حاضر ارائه و ارزیابی مدل جامعی است که بتواند پاسخ‌های رفتاری گردشگران اعم از وفاداری به برند مقصد را بر اساس بررسی همزمان متغیرهای روانشناختی مهم، تجربه برند مقصد، شخصیت برند مقصد و ارزش ویژه برند مقصد، پیش‌بینی کند، است. روش پژوهش کاربردی و از نوع توصیفی پیمایشی است. داده‌ها از بین 375 نفر از گردشگران خارجی شهر تهران جمع‌آوری شده است. از مدل یابی معادلات ساختاری با نرم افزار PLS جهت تجزیه و تحلیل داده ها، استفاده گردیده است. نتایج مطالعه حاکی از آن است که تجربه برند مقصد موثرترین متغیر بر وفاداری برند و پس از آن ارزش ویژه برند مقصد متغیر موثر بر وفاداری مقصد دارند. همچنین شخصیت برند مقصد از طریق تجانس عملکردی بر وفاداری به برند مقصد تاثیر مثبت و معناداری دارد و در نهایت خودتجانسی در ارتباط بین شخصیت برند مقصد و وفاداری به برند مقصد نقش میانجی را ایفا نمی‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a model for brand loyalty in tourism destination based on the combined role of destination brand experience, destination brand personality and destination brand equity from the perspective of foreign tourists

نویسندگان [English]

  • Soheila Khoddami 1
  • Bahareh Osanlou 1
  • Mahsa Mohammadi 2
1 Assistant Professor in faculty of management, Kharazmi university, Tehran, Iran;
2 Master of business management , Kharazmi university, Tehran, Iran;
چکیده [English]

Although researches in the field of brand loyalty started with Copeland (1923)’s study of “brand resistance”, but yet, this subject is considered as one of the most important subject in field of brand. The concept of brand loyalty is known as the driving force and one of the most important indicators in marketing actions especially tourism destinations marketing. The aim of this study is to forecast and discuss tourist's destination brand loyalty, according to former experience of tourists from visiting the destination, brand personality of the destination in mind of tourists and brand equity of destination. The research method is practical, and its descriptive survey Structural equation modeling with PLS software was used to analyze the data. The findings indicate that destination’s brand experience and destination’s brand equity have positive and meaningful effect on destination’s brand loyalty. Also destination’s brand personality has positive and meaningful effect brand loyalty through functional congruity doesn’t play mediating role in the relationship of destination’s brand personality and destinations brand loyalty.

کلیدواژه‌ها [English]

  • Destination brand personality
  • Destination Brand Experience؛ Destination Brand loyalty؛ Destination Brand equity؛ Self-Congruity
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