تبیین مدل ارزش ویژه برند مقصد در صنعت گردشگری

نویسندگان

دانشجو

چکیده

در چشم­ انداز صنعت
گردشگری معاصر، به دلیل رقابت روز افزون مقاصد گردشگری، توسعه برند مقصد به ابزاری
استراتژیک در سراسر جهان تبدیل شده است. داشتن برند موفق گردشگری می­تواند در
افزایش مزیت رقابتی مقصد، جذب گردشگر و در نتیجه افزایش درآمدهای ناشی از صنعت
گردشگری و رونق اقتصاد ملی بسیار تاثیر گذار باشد. با این وجود مطالعه در زمینه
برند و ارزش ویژه برند مقصد در ابتدای مسیر خود است. در این راستا، پژوهش حاضر
تلاشی در جهت ارائه مدلی جامع برای ارزش ویژه برند شهر اصفهان به عنوان مقصد
گردشگری و بررسی عوامل مؤثر بر آن است. تحقیق حاضر از نظر هدف کاربردی و بر اساس
روش گردآوری داده­ها از نوع توصیفی- پیمایشی می­باشد. داده­های مورد نیاز با
استفاده از پرسشنامه­ای که روایی و پایایی آن مورد تایید قرار گرفته، جمع­آوری شده
است. در نهایت 230 پرسشنامه مورد تحلیل قرار گرفت. به منظور تجزیه و تحلیل داده­ها،
از نرم افزار اسمارت پی ال اس  استفاده شده
است. یافته­های حاصل از پژوهش نشان می­دهد آگاهی از برند مقصد، تصویر برند مقصد،
کیفیت ادراک شده برند مقصد و هویت برند مقصد از طریق متغیر وفاداری به برند مقصد،
بر ارزش ویژه برند مقصد تأثیر می­گذارند. همچنین تجربه برند مقصد و شخصیت برند
مقصد نیز از طریق تأثیر گذاری بر هویت برند مقصد بر مفهوم برند مقصد تاثیر گذاشته
و از این طریق منجر به افزایش ارزش ویژه برند مقصد می­گردند.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining tourism destination brand equity model

نویسندگان [English]

  • F. Zarabkhaneh
  • F. Zarabkhaneh
  • M. Tabatabaeenasab
چکیده [English]

1-Introduction
Over the past few decades, the tourism industry developed in many parts of the world and created challenges in tourism marketing. Including the factors affecting development of the tourism industry, employing effective marketing tools and parameters (Sardy Mahkan, 1380). However, one of the main causes retardation of the process of growing industry in the Iran, is poor city and tourism marketing (Saee, Naeechjand Rezaie, 1389).
A city marketing strategy means, creating a strong brand for tourism destinations. Successful city branding strategies to differentiate between their brand destination than other competitors and increase their performance in a competitive market, has created a distinct position for the brand. Among the requirements established strong brand, recognition brand equity is one of the causes (Iranzadeh and et al, 1391).
Therefore, in this study we have tried to study literature in this field, we offer a model for determining the factors affecting brand equity receptor.
2- Theoretical bases
In the present study, after reviewing the relevant literature, eight variables fined, as factors affecting tourism destination brand equity. This variable are destination brand awareness, the destination brand image, the destination brand personality, destination brand loyalty, destination brand identity, the destination brand concept, destination brand experience and destination brand quality. on this basis, we offer a conceptual model for this paper.

2-1- Destination brand awareness:
Destination brand awareness is consumer's ability to recognize or recall a brand specific destination that create destination image in the minds of potential tourists (Koneknik and Gartner, 2007).

2-2- Destination brand image:
Destination brand image is defined by Woodward (2000) as, "Brand perceptions of the brand that reflected in the consumer's mind by brand associated markers (Imani khoshkhoo and Aubi Yazdi, 1389).

2-3- Destination brand personality:
Destination brand personality is can be defined as "the set of human characteristics associated with a brand". These properties are attributes such as young, athletic, energetic, or complex. (Usakli and Baloglo, 2011).


2-4- Destination brand loyalty:
Destination brand loyalty is a situation that indicates how likely a customer is to bring another brand, especially when that brand is no change in price or other aspects of product creation is stopped (Iranzadeh et al, 1391).

2-5- Destination brand identity:
Destination brand identity is set of unique brand of communication, in the form of slogans, promises and quote that insures customer and creates a new identity or improve the result of his previous identity (Keller, 2003) .

2-6- Destination brand concept:
Destination brand concept is human minds in relation to brand that including descriptive and evaluative information that is related to brand. In fact, we can say that the source of creation value for the customer's brand, is brand recognition (Divandari et al, 1390).

2-7- Travel experience:
Travel experience is experience that will acquires the tourists after visiting the destination.

2-8- Destination brand quality:
Perceived quality of the brand, is the consumer's perception of the overall quality or superiority of a product or service than other products or services (Imani khoshkhoo and Aubi Yazdi, 1389).

3- Discussion
In this paper, after examined conceptual model by using smart pls software, it became apparent conceptual model is a good fit. Then hypotheses were examined. Results indicate that all hypotheses were confirmed.
Examined hypotheses study showed that brand loyalty factor by the path coefficient 0/658 is greatest impact on brand equity.

result t-value The path coefficient hypotheses
confirm 9/231 0/444 Destination brand awareness has a positive direct impact on destination brand image.
confirm 4/180 0/173 Destination brand awareness has a positive direct impact on destination brand loyalty.
confirm 3/172 0/248 Destination brand image has a positive direct impact on destination brand loyalty.
confirm 3/398 0/262 Destination brand quality has a positive direct impact on destination brand loyalty.
confirm 4/471 0/316 Destination brand personality has a positive direct impact on destination brand identity.
confirm 2/996 0/256 Destination brand experience has a positive direct impact on destination brand identity.
confirm 3/025 0/198 Destination brand identity has a positive direct impact on destination brand loyalty.
confirm 10/848 0/527 Destination brand identity has a positive direct impact on destination brand concept.
confirm 3/707 0/211 Destination brand concept has a positive direct impact on destination brand equity.
confirm 12/320 0/658 Destination brand loyalty has a positive direct impact on destination brand equity.

4– Conclusion
The target study is investigated affecting Isfahan brand equity factors as a tourist destination. that has been specifically were studied among domestic visitors to the city. To check the hypotheses used of structural Equation modeling and smart pls softwar. A structural equation model showed the conceptual model is a good fit. Also, it was found that all the hypotheses of the study were approved. In support the hypotheses, as main determine which variables, brand awareness target destination brand image, brand loyalty destination, the destination brand quality, brand identity Target, the Target brand, Target brand character with the path coefficient Target brand experience, are the main factors affecting brand equity.

5– Suggestions
1) examine the conceptual model in other cities
2) The effect of other marketing variables on brand equity target
3) review the research on the destination of foreign visitors and attention to cultural variants

کلیدواژه‌ها [English]

  • tourism industry
  • destination brand
  • destination brand equity
  • factors affecting brand equity