Journal of Tourism and Development

Journal of Tourism and Development

Development and Validation of a Model to Measure Tourism Destination Brand Fascination (case study: Tehran city)

Document Type : Original Article

Authors
Mohammad Ghaffari 1
Sara Khaleghi Moghaddam 2
Amir Reza Konjkav Monfared 3
Alireza Jahanfekr 4
1 Associate Professor, department of business management and entrepreuership, faculty of management and accounting, college of Farabi, University of Tehran, Tehran, Iran.
2 M.Sc. Student in business management, department of business management and entrepreuership, faculty of management and accounting, college of Farabi, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of business Management, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran.
4 M.Sc. Student In Business business, Department of business Management, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran.
10.22034/jtd.2024.441389.2891
Abstract
The current research has been carried out with the aim of identifying and prioritizing the dimensions of fascination for the tourism destination brand. In terms of its purpose, the current research was developmental-applied, and in terms of the data collection method, it is considered part of descriptive research. The statistical population of this research is considered to be all foreign tourists who visited Tehran, who are at least 18 years old, and who have visited the tourist attractions of this city. The necessary data were collected through 2 researcher-made questionnaires of 57 questions and 50 questions from two samples of 220 and 210 people selected by sampling method from the unlimited and accessible population. SPSS and smart-PLS software were used to perform exploratory and confirmatory factor analysis. Moreover, for the assessment of validity (convergent and divergent) and reliability, the index AVE, the Fornell-Larcker index, Cronbach's alpha, and composite reliability was used. The exploratory and confirmatory factor analysis results identified 9 dimensions for fascination with the destination brand and were prioritized based on Shannon's entropy method. Considering the weights obtained from Shannon's entropy, it was found that dimension of Attractiveness has the highest weight and importance, and the dimensions of Richness, Pleasure, Arousal, Dominance, Mystique, Friendliness, Uniqueness and Fitness are in the next priority. Furthermore, the research findings indicated that among the sources of information utilized by respondents for planning their trips to Tehran, the most popular information source has been tourism websites, the second most popular source of information has been brochures and advertisements, and the third source has been travel agencies
Keywords
Brand Fascination tourism destination
Brand Fascination
factor analysis
Fascination
Tourism
 
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