بررسی ارتباط مشارکت پایدار گردشگران و ارزش ویژه برند مقصد گردشگری (مورد مطالعه: شهر اصفهان)

نویسندگان

چکیده

در بازار بسیار رقابتی صنعت گردشگری، بازاریابان مقصد دائماً به دنبال افزایش ارزش ویژه برند خود با تمرکز بر تعدادی از عوامل کلیدی هستند. ارزش ویژه برند مقصد به طور مستقیم تحت تأثیر ادراکات بازدیدکنندگان در مورد مقصد است. از جمله عواملی که بر ادراکات افراد اثر می‌گذارد، انگیزه و علاقه فرد نسبت به سفر به مقصد می‌باشد. علاقه فرد به انجام فعالیتی به خصوص، چون سفر به صورت پی در پی و مداوم به یک مقصد گردشگری خاص، مشارکت پایدار سفر نامیده می‌شود. هدف پژوهش حاضر بررسی تأثیر مشارکت پایدار سفر گردشگران داخلی شهر اصفهان بر ارزش ویژه برند این مقصد گردشگری است. در این پژوهش شهر اصفهان به دلیل برخوداری از جاذبه‌های فراوان گردشگری و نقش به سزای آن در تأمین درآمدهای حاصل از گردشگری انتخاب شده است. اصفهان قطب گردشگری ملی ایران محسوب می‌شود که سالیانه پذیرای هزاران بازدیدکننده است و از این جهت مقصد بسیار مطلوبی برای پژوهش‌های علمی و تحقیقات گردشگری است. بر این اساس در این تحقیق، فضای نمونه 143 نفری از میان تمام گردشگران داخلی شهر اصفهان در بازه زمانی تیر و مرداد سال 1393 با استفاده از فرمول کوکران برای جامعه نامحدود انتخاب شد. ابزار گردآوری داده‌ها پرسشنامه بوده است که پس از تأیید روایی و پایایی آن، داده‌ها جمع‌آوری شده و با استفاده از نرم‌افزار اسمارت پی ال اس مورد تحلیل قرار گرفته است. نتایج تحقیق حاکی از آن است که لذت از سفر، اهمیت از سفر و خودبیان-گری تأثیر مثبت بر مشارکت پایدار سفر دارند و از این بین اهمیت سفر با ضریب مسیر 445/0 بیشترین تأثیرگذاری را بر مشارکت پایدار سفر دارد. همچنین مشارکت پایدار سفر از طریق اثرگذاری بر آگاهی از برند، تصویر برند و کیفیت ادراک شده برند بر وفاداری به برند مقصد مؤثر است. وفاداری به برند مقصد نیز با ضریب مسیر 654/0 بر ارزش ویژه برند مقصد گردشگری تأثیری مستقیم دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Exploring the relationship between enduring travel involvement and destination brand equity (case study: Isfahan)

نویسندگان [English]

  • F. asadian
  • m. tabatabaeenasan
  • f. zarabkhaneh
چکیده [English]

 

1-Introduction

At the same time increasing the range of tourism options and more competitive in the tourism destinations, the idea used of brand destination to increase value is the many attention(Williams, Gil And Chara 2004 149).

To measure destination brand equity, attention to its constituent elements is necessary. So far, some of the ways to increase destination brand equity, such as creating a strong emotional attachment through destination loyalty and destination image is examined. But, the effect of enduring travel involvement, as the interest rate to  travel is a new ideas. Review of enduring travel involvement studies, has shown that it play a constructive role in developing destination brand equity(McIntyre, 1989 596).

Therefore, in this study, the rol of enduring travel involvement in the development of brand equity is examined. In this study, by reviewing relevant research literature, the travel enjoyment, the importance of travel and tourist self-expression as three constituent elements on enduring travel involvement is intended. Then, the impact of enduring travel involvement on the destination brand awareness, destination brand image, destination brand quality and  destination brand loyalty as factors influencing the development of destination brand equity,  is studied.

 2- Theoretical bases

2-1- Enduring travel involvement: Enduring travel involvement is a person’s baseline involvement, which is the default state reflecting the amount of interest, arousal, or emotional attach- ment one has with travel. It occurs even when the action of travel is not operative or one is not planning a trip or visiting a destination. Such interest in travel may arise from an individual’s perception that travel meets important values and goals. Endur- ing travel involvement is the value that one prescribes to the pleasure of travel.

2-2- Travel enjoyment: This measure is conceptualized as the acknowledged significance of an activity (in this case an adventure tourism activity) and the pleasure derived from participation in that activity. This enjoyment dimension was created using items related to importance of participation and enjoyment (Beckman, 2013).

2-3- Self-Expression: The second dimension of enduring involvement is self-expression. Self-expression is the degree to which participants express their individuality through the setting. Self-expression denotes the impression of the self that consumers wish to express to others through their participation in the tourism activity. The activity provides the opportunity for self-affirmation, and allows consumers to be themselves (Beckman, 2013).

2-4- Travel Importance: The third dimension of enduring involvement. If the activity is important to the consumer, then the consumer will be more involved with the activity and it will place a greater meaning to that adventure consumer. According to Mittal (1989), importance is a primary factor for an enduring and lasting involvement (Beckman, 2013).

2-5- 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).

2-6- 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).

2-7- 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).

2-8- 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.

The result of examined hypotheses study showed in down table.

 





result


t-v


The path coefficient


hypotheses




confirm


2/115


0/275


Travel enjoyment has a positive and direct impact on Enduring travel involvement.




confirm


5/236


0/445


Travel Importance has a positive and direct impact on Enduring travel involvement.




confirm


2/526


0/268


Self-Expression has a positive and direct impact on Enduring travel involvement.




confirm


4/289


0/455


Enduring travel involvement has a positive and direct impact on destination brand awareness




confirm


2/859


0/338


Enduring travel involvement has a positive and direct impact on destination brand Image.




confirm


4/011


0/437


Enduring travel involvement has a positive and direct impact on destination brand quality.




confirm


3/56


0/270


Destination brand awareness has a positive and direct impact on destination brand loyalty.




confirm


2/723


0/330


Destination brand image has a positive and direct impact on destination brand loyalty.




confirm


2/320


0/231


Destination brand quality has a positive and direct impact on destination brand loyalty.




confirm


8/011


0/654


Destination brand loyalty has a positive and direct impact on destination brand equity.





 

 

4– Conclusion

The target study is exploring the relationship between enduring travel involvement and destination brand equity. 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. Examined hypotheses study showed that Isfahan enduring travel involvement is clouding travel enjoyment, self-Expression and travel Importance as three factors affecting of it. This factors whit the path coefficients 0/275, 0/445 and 0/268 have a positive  and direct impact on Enduring travel involvement. The path coefficients showed that travel Importance is greatest impact on enduring travel involvement.

Examined hypotheses study showed that enduring travel involvement as interest to tourist travel tourisn destination by influence on destination brand awareness (the path coefficients=0/455), destination brand Image (the path coefficients=0/338) and destination brand quality (the path coefficients=0/437) has a positive and direct impact on destination brand loyalty.

Also result of study showed the destination brand loyalty (the path coefficients=0/654) has a positive and direct impact on destination brand equity. Than we can say that tourists whit greatly interest to tourim destination (Isfahan city in this study), have most awareness and best image and of destination brand . Also tourists whit greatly interest to tourim destination have most loyalty to destination brand and of this way it increas the destination  brand equity.

5– Suggestions

1) create an enjoyable experience for tourists.

2) Increase importance of travel to destination for tourists.

3) reduce the risk of perceptual tourists and increase their self-expression.

5) improve the tourism destination promotions system.

6) Create flexible city tourist attractions.

کلیدواژه‌ها [English]

  • tourism industry
  • destination brand equity
  • Enduring travel involvement
  • Perceptions of tourists