Mohsen Nazari; Roza Hendijani; Zeinab Mohammadi; Saeideh Esmaeili
Abstract
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention ...
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Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention towards prices in social media campaigns. The research variables are the time to first fixation, fixation count at the price, visit duration, and visit count to the area of interest. The results of the experiment showed that discount formatting had an impact on fixation count, visit duration, and visit count on the price, and the presentation of discounts in the form of cash and gifts attracted more attention. Also the price displayed at the top left got more attention.
Fatemeh Yavari Gohar; Fereshteh Mansourimoayyed
Abstract
Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make ...
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Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make it possible for organizations to benefit from this strategy. After COVID-19 pandemic, man has been forced to innovate and change its work and life. This is an applied research to investigate the role of advertising on customer behavioral intentions to comeback using restaurants in post-corona era. A sample of 390 potential customers of restaurants in Tehran was selected by the convenience non-probability sampling method. Having collected data, research hypotheses were analyzed by the LISREL; Structural equation modeling and confirmatory factor analysis were used to analyze them. The result of the research showed that all relations were confirmed. But sympathy and familiarity were the only variables which do not influence on this model.
Nahid Amrollahi Biuki; Azam Nazari Dehaghi
Volume 10, Issue 31 , September 2015, , Pages 103-131
Abstract
The main purpose of this study is to investigate and explain the effects that Isfahandomestic tourists’ image would have on tourism development of the city. The studypopulation is a group of tourists who have experience of travelling to Isfahan. As thepopulation of the study is unlimited, the sample ...
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The main purpose of this study is to investigate and explain the effects that Isfahandomestic tourists’ image would have on tourism development of the city. The studypopulation is a group of tourists who have experience of travelling to Isfahan. As thepopulation of the study is unlimited, the sample size has been determined based onthe method of Cochran's sample size determination, and a sample of 384(convenient) was selected. In order to collect data, a questionnaire was appliedusing Likert scale (five choices). For the validity, formal questionnaire was used andreliability was calculated for each variable by calculating Cronbach's alphacoefficients.Structural Equation Modeling was applied for collected data analysis andconceptual model evaluation. Then, Model fitting and required analysis were doneby using AMOS software. Finally, designed theoretical pattern were fitted bymodifying conceptual model. Therefore, it can be stated that individualcharacteristics have positive and significant effects on tourists’ behavior, tourismachievements and tourism development, due to tourist’s image
Zohre Dehdashti; Sajjad Khani; Amin Ajali
Volume 9, Issue 25 , April 2014, , Pages 34-68
Abstract
The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational ...
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The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational and non-conversational advertising on promotion of brand equity in the touristic city of Isfahan. A questionnaire survey was conducted on a sample of 384 potential tourists to Isfahan. Data were analyzed through SEM and CFA by making use of SPSS and LISREL softwares. Results demonstrated that advertisement had no significant bearing on the destinations’ brand image, while at a 99 percent confidence level, WOM and customer experience showed a significant effect. Also, a significant impact was found exerting from conversational and non-conversational advertisement on customer experience. Customer experience itself influences brand equity, and the brand image affects destination brand equity, all at a 99 percent confidence level.
mehdi karubi
Abstract
The main purpose of this study is to analyze the relationships among information sources, destination image and destination choice decisions of potential travelers. A conceptual model was generated on the basis of literature review in which five hypotheses were proposed. Research instrument administrated ...
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The main purpose of this study is to analyze the relationships among information sources, destination image and destination choice decisions of potential travelers. A conceptual model was generated on the basis of literature review in which five hypotheses were proposed. Research instrument administrated in the English language was used for this study. Data analysis was conducted in two stages. First, exploratory factor analyses using principal component method with Varimax rotation were conducted on destination image and information sources to examine their dimensionalities and psychometric properties. In the second stage, multiple regressions were used to test hypothesized relationships among all image factors, information sources and choice of Iran as a tourism destination. All of these procedures were performed using SPSS 17. The results confirmed that information sources have a significantly positive effect on destination image and choice decisions. The theoretical and managerial implications were drawn on the study findings.
