Document Type : Research Paper
Authors
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 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.
Keywords
ابراهیمی، عبدالحمید؛ قادری، اسماعیل؛ قائد رحمتی، صفر؛ اکبری، رضا ) 9۴۸9 (. بررسی تأثیر
تبلیغات بر جذب گردشگران نمونه: گردشگران بین المللی شهر اصفهان. نشریه جغرافیا و
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.9۴9 952 ، توسعه. شماره 92
ایمانی خوشخو، محمد حسین؛ ایوبی یزدی، حمید ) 9۴۸9 (. عوامل مؤثر بر ارزش ویژۀ برند در
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.99۴ 9۴2 ، مقصد گردشگری شهر یزد. فصلنامه مطالعات گردشگری، شماره 9۴
ساعی، علی؛ نائیجی، مختار؛ رضایی؛ محمد ) 9۴۸9 (. ارتباط بین تبلیغات و جذب گردشگر
فرهنگی در ایران مطالعه موردی گردشگران خارجی فرهنگی اصفهان. دانشنامۀ علوم
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.29 9۳ ، اجتماعی، دورۀ 9، شماره ۳
نوری، سید هدایت الله؛ سوری؛ فرشاد؛ کاظمی؛ زینب؛ غلامی؛ علیرضا ) 9۴99 (. بررسی تبلیغات
شفاهی و تحلیل تأثیر آن بر جذب گردشگران روستایی مطالعه روستاهای هدف گردشگری
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