تاثیر پیچیدگی برند مکان بر تبلیغات شفاهی با رویکرد مقایسه ای (مورد مطالعه: ساکنان و گردشگران خارجی شهر کرمان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت، مدیریت و اقتصاد، دانشگاه شهید باهنر،کرمان، ایران

2 مدیریت، دانشکده مدیریت و اقتصاد،دانشگاه باهنر، کرمان،ایران

3 مدیریت، مدیریت و اقتصاد، دانشگاه شهید باهنر، کرمان، ایران

10.22034/jtd.2019.81141

چکیده

برند، منبعی قوی از ارتباطات احساسی وشناختی است که منجر به تجربیات به یاد ماندنی از یک مکان، یک شهر یا یک نام و نشان تجاری می شود. هدف مطالعه بررسی تاثیر همزمان برندسازی مکان بر ساکنان و گردشگران خارجی است. جامعه آماری پژوهش حاضر، کلیه ساکنان در مناطق چهارگانه و کلیه گردشگران خارجی ورودی به شهرستان کرمان در شش ماهه اول سال1396 می‌باشد. ﺣﺠﻢ ﻧﻤﻮﻧﻪ با توجه به روش مقایسه‌ای پژوهش ﺑﺮای ﺟﺎﻣﻌﻪ نامعلوم معادل384 به دست آمد که تعداد 426 پرسشنامه برگشت داده شد. این پژوهش از لحاظ هدف کاربردی و و از نظر روش توصیفی- پیمایشی می‌باشد. پایایی پرسشنامه نیز با استفاده از آلفای کرونباخ تأیید گردید،که معادل 76/0 برآوردشد. جهت تجزیه‌وتحلیل داده‌ها، از مدل معادلات ساختاری (ضرایب رگرسیون استاندارد شده) و تحلیل عاملی تاییدی با نرم‌افزارهای24SPSS و23 AMOS استفاده شد. نتایج تحقیق نشان داد که، پیچیدگی برند شهر به واسطه هویت‌یابی بر تبلیغات دهان به دهان بیشتر برای ساکنان نسبت به گردشگران خارجی تاثیر معناداری دارد، می‌توان نتیجه گرفت که پیچیدگی برند به واسطه هویت‌یابی در ساکنان شهر بیشتر از گردشگران خارجی بر تبلیغات دهان به دهان آنان تاثیرگذار می‌باشد. و همچنین، پیچیدگی برند شهر به واسطه رضایت بر تبلیغات دهان به دهان بیشتر برای گردشگران خارجی نسبت به ساکنان تاثیر معناداری دارد، در نتیجه میزان تاثیر پیچیدگی برند شهر به واسطه رضایت بر تبلیغات دهان به دهان بر گردشگران خارجی تاثیرگذار می‌باشد و بر ساکنان تاثیر مثبتی ندارد. علاوه براین ، پیچیدگی برند شهر به واسطه تعهد بر تبلیغات دهان به دهان تاثیر مثبت ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of the brand complexity for place identification and advising others as for to the Moderating Role of Residents and external Tourists

نویسندگان [English]

  • hassan safarnia 1
  • mohammadmahdi poursaeed 2
  • mahbobe barzegar 3
1 management, management and economic, shahid bahonar, kerman, iran.
2 management, management and economic, shahid bahonar, kerman, iran
3 management,management and economic, shahid bahonar, kerman,iran
چکیده [English]

brand equity are a strong source of emotional and cognitive communications that leads to memorable experiences from a place, a city, or a brand. The purpose of the study is to investigate the simultaneous effect of branding place on residents and external tourists. The statistical population of the present study is all Residents in the four areas and all external tourists entering the city of Kerman in the first six months of 1396. The sample size was 384 according to the comparative research method for an uncertain population. This research is an applied research and a descriptive-survey. Reliability of the questionnaire was confirmed by using Cronbach's Alpha, which is equivalent to 0/76.To analyze the data, SPSS 24 and AMOS 23 software was used. The results of the research showed that brand complexity by the identification of word-of-mouth has a significant effect on the residents than the external tourists, as well as the complexity of the city brand due to the satisfaction of word-of-mouth for external tourists more than residents. in addition, The complexity of the brand is not positively affected by the commitment to word-of-mouth.

کلیدواژه‌ها [English]

  • place branding
  • destination branding
  • brand complexity
  • place identification
  • the residents and external Tourists city of Kerman

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