نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو محترم هیات علمی دانشگاه علامه طباطبایی( ره)

2 کارشناس ارشد مدیریت بازرگانی دانشگاه علامه طباطبایی (ره)

3 کارشناس مدیریت بازرگانی دانشگاه علامه طباطبایی(ره)

چکیده

یکی از عوامل اصلی در بازاریابی توریسم، جذب گردشگران به منطقه موردنظر از طریق
تبلیغات و تبلیغات دهان به دهان )شفاهی( است. ازآنجاکه مصرف کنندگان بسیاری از
محصولات، به ویژه در حوزه خدمات نمی توانند قبل از بازدید و به اصطلاح مصرف مورد
ارزیابی قرارداد، ازاین رو لزوم توجه به نقش تبلیغات و تبلیغات شفاهی در بهبود و ارتقا
ارزش ویژه برند مقصد گردشگری، از عوامل مؤثر در جذب و حفظ گردشگران به منطقه
گردشگری است و باید به عنوان یک عامل
 
اساسی در بازاریابی گردشگری موردتوجه قرار
گیرد.
تحقیق حاضر از نوع پیمایشی بوده و به منظور جمعآوری دادههای تحقیق، از پرسشنامهای
که به طور ترکیبی از منابع مختلف موجود در ادبیات تحقیق، طراحی شده است. به منظور
دستیابی به اهداف تحقیق، نمونه ۴۸۳ نفری از گردشگران بالقوه شهر اصفهان انتخاب
گردید. جهت تجزیه وتحلیل داده ها نیز از آزمون های مدلسازی معادلات ساختاری
(
 
SEM (، تحلیل عاملی تأییدی ) CFA ( و دو بسته نرمافزاری SPSS و LISREL به کار
گرفته شدند.
شفاهی و تجربه مشتری در سطح اطمینان 99 درصد تأثیر معنی داری بر تصویر برند مقصد
دارند. همچنین تبلیغات و تبلیغات شفاهی در سطح اطمینان 99 درصد تأثیر معنی داری بر
تجربه مشتری دارند و تجربه مشتری در سطح اطمینان 99 درصد بر ارزش ویژه برند
تأثیر معنی داری دارد و نهایتاً تصویر برند در سطح اطمینان 99 درصد بر ارزش ویژه برند
مقصد گردشگری تأثیر معنادار داشته است.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan

نویسندگان [English]

  • Zohre Dehdashti 1
  • Sajjad Khani 2
  • Amin Ajali 3

چکیده [English]

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.
 

کلیدواژه‌ها [English]

  • advertising
  • word of mouth
  • destination brand image
  • Customer Experience
  • destination brand equity
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تبلیغات بر جذب گردشگران نمونه: گردشگران بین المللی شهر اصفهان. نشریه جغرافیا و
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