shahram khalilnezhad; omid soleymanzadeh; marzie koraghli
Abstract
Abstract This study aimed to identify the subjective typology of tourists in terms of the meanings of tourism destinations in Shiraz city. This study is applied research in terms of purpose and is descriptive in terms of method. Given the purpose of this research based on identifying the subjective ...
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Abstract This study aimed to identify the subjective typology of tourists in terms of the meanings of tourism destinations in Shiraz city. This study is applied research in terms of purpose and is descriptive in terms of method. Given the purpose of this research based on identifying the subjective typology, the Q method was used. The statistical population of the study consisted of individuals who had at least once traveled to Shiraz. The sampling method in this study was based on Purposive sampling. Data analysis was performed using Q factor analysis. The exploratory Q factor analysis process consists of two steps: extracting the factors and then rotating them so that they can be interpreted. The findings of this study identified seven subjective types for tourism destination meanings in Shiraz; these types of typology were as follows: enthusiasts, collectivists, adventurers, relaxation searchers, self-reflections, differentiators, and reminders. Finally, these extracted mentalities were interpreted. This research provided a practical approach for tourism destination managers and activists in this field and hospitality sector to segment the market based on the meaning of tourism destination. And then each of segment target and marketing plans design.
Fatemeh Yavarigohar; Marzieh Koraghli
Abstract
In recent years, there has been a widespread discussion about the activities of brands in social media. Social media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of stimuli associated with the brand ...
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In recent years, there has been a widespread discussion about the activities of brands in social media. Social media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of stimuli associated with the brand on brand loyalty in social media by considering the mediating role of brand engagement in Eligasht Travel Company. In terms of the purpose, this is an applied research and in terms of the research method, this is a descriptive survey. The statistical population includes all those who have used the services of the Eligasht Company and visited the company's Instagram page. The sample size is 211 Eligasht’s customers. The Smart PLS 2.0 software was used to analyze the data. The findings showed that brand-related stimuli had a direct and significant effect on brand loyalty. Also, the effect of the mediating variable on brand interaction was proved by the Sobel test with the severity of 2.12.
