بررسی پیشران‌ها و ستاده‌های اصالت برند مقصد: مطالعهٔ ایران به‌منزلهٔ مقصد گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکدهٔ مدیریت، دانشگاه خوارزمی، تهران، ایران

2 استادیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران.

3 دانش‌آموختۀ کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران

10.22034/jtd.2022.285802.2345

چکیده

در پژوهش حاضر، پیشران‌ها و ستاده‌های  اصالت برند مقصد بررسی می‌شوند. پیشران‌ها از زاویهٔ روان‌شناختی و هویت برند و ستاده‌ها، هم از زاویهٔ احساسی و هم رفتاری، در صنعت گردشگری بررسی شده‌اند. پژوهش حاضر، به‌لحاظ هدف، کاربردی و، به‌لحاظ روش‌شناسی پژوهش، تحقیقی توصیفی - پیمایشی است. جامعهٔ آماری پژوهش کلیهٔ افراد خارجی‌ای را دربر می‌گیرد که تاکنون به ایران سفر کرده‌اند. بدین‌منظور، 253 نفر به‌منزلهٔ نمونه بررسی می‌شوند. به‌منظور جمع‌آوری اطلاعات از ابزار پرسش‌نامه استفاده شده است. داده‌های گردآوری‌شده با استفاده از نرم‌افزارهای Smart PLS 3.0 و SPSS تحلیل و بررسی می‌شوند و تحلیل‌ها با استفاده از روش تحلیل عاملی تأییدی و مدل معادلات ساختاری انجام می‌شوند. یافته‌ها نشان داد میراث برند مقصد، تجربهٔ برند مقصد و خودتجانسی برند مقصد به‌منزلهٔ عوامل پیشران در اصالت برند مؤثر هستند که خودتجانسی برند بیشترین تأثیر را در اصالت برند مقصد دارد. همچنین، اصالت برند مقصد در درگیری برند مقصد و عشق برند مقصد تأثیر معنادار و مثبتی دارد و بیشترین تأثیر را در عشق برند داشته است.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of the antecedents and outcomes of the destination brand authenticity: Case of Iran

نویسندگان [English]

  • Soheila Khoddami 1
  • Bahare Osanlou 2
  • Sahba Ghafouri Asl 3
1 Associate Professor of Business Management Department, Faculty of Management, Kharazmi University, Tehran, Iran
2 Assistant Professor of Business Management Department, Faculty of Management, Kharazmi University, Tehran, Iran.
3 Master of Business Management, Kharazmi University, Tehran, Iran.
چکیده [English]

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

کلیدواژه‌ها [English]

  • Brand authenticity
  • Brand heritage
  • Brand self-congruence
  • Brand experience
  • Brand engagement
  • Brand love

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گردشگری و توسعه
دوره 12، شماره 1 - شماره پیاپی 34
بهار1402
فروردین 1402
صفحه 1-24

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