mehdi rast ghalam; bijhan khalil ghadam; rasoul heydari
Volume 4, Issue 11.12 , May 2006, , Pages 123-142
Abstract
Today in third world's countries, tourism destination developing is the strategy to develop the suitable area. Existing and good distribution of tourism attractions makes this strategy is important, in iran. Analysis of condition host area for achieving positive tourism impacts is necessary. In this ...
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Today in third world's countries, tourism destination developing is the strategy to develop the suitable area. Existing and good distribution of tourism attractions makes this strategy is important, in iran. Analysis of condition host area for achieving positive tourism impacts is necessary. In this paper, the advantages and restrictions of developing of tourism destinations is distinguished by SWOT analysis. all of element's SOWT is evaluated by Likert rang. Results show that the score of restriction is 55.69 (include weakness and threat) and the score of advantage is 55.31(include opportunity and strength). therefore restrictions is over the advantages. Although the emerging of other tourism destinations is more important threat, but it causes to decrease vulnerability of the virgin nature and beautiful landscape as more important of developing tourism destination strength. because the tourism infrastructure is not available..
mehdi rastghalam; seyedahmad khatunabadi
Volume 2, Issue 7 , March 2005, , Pages 1-18
Abstract
Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent ...
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Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent variables of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness; mediator variable of consumer satisfaction; and dependent variable of brand loyalty. This study is a survey type research. As for the sampling technique, multi-stage sampling is used with 385 guests of Pars Hotels in Kerman and Tabriz constituting the sample population. In the data analysis, confirmatory factor analysis is used to confirm the model and the structural equations (simultaneous multiple regression analysis) to answer the hypotheses. Our findings revealed that the physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness have significant direct impact on consumer satisfaction; consumer satisfaction has a significant direct impact on brand loyalty; and consumer satisfaction mediates the effects of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle-congruence, and brand awareness on brand loyalty.
