نوع مقاله : مقاله پژوهشی

نویسندگان

• مهرناز علیزاده ¹
• روزبه میرزائی ²
• فیلیپ پیرس ³

¹ کارشناسی ارشد بازاریابی جهانگردی، دانشگاه مازندران

² استادیار مدیریت جهانگردی دانشگاه مازندران

³ استاد مدیریت جهانگردی دانشگاه جیمز کوک

چکیده

باوجود اینکه پژوهش های بسیاری در زمینه ی برند سازی مقاصد صورت گرفته است، مطالعه در زمینه ی شخصیت مقصد همچنان محدود باقی مانده است. هدف از انجام این پژوهش شناسایی شخصیت مقصد ایران و بررسی رابطه ی میان شخصیت مقصد و تمایلات رفتاری گردشگران بین المللی ورودی با استفاده از مدل آکر(1997) می باشد. جامعه آماری این پژوهش را گردشگران بین المللی ورودی به ایران تشکیل می دهند. پرسشنامه پژوهش به صورت تصادفی میان اعضای نمونه توزیع شد و از مجموع 420 پرسشنامه جمع آوری شده، 407 پرسشنامه ی صحیح مورد تجزیه و تحلیل قرار گرفت. نتایج بدست آمده از تحلیل عاملی اکتشافی و رگرسیون چند متغیره نشان می دهد، گردشگران ویژگی های شخصیتی را به مقاصد گردشگری نسبت می دهند و شخصیت مقصد درک شده ایران در نظر گردشگران بین المللی دارای 3 بعد مهمان نوازی و فرهنگ، بی ریایی و با طراوت است.
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کلیدواژه‌ها

• شخصیت مقصد
• تمایل به بازگشت
• تمایل به توصیه
• تحلیل عاملی اکتشافی
• ایران

عنوان مقاله [English]

The Relationship between Destination Personality and Behavioral Intentions of International Tourists (Case Study: Iran)

نویسندگان [English]

• Mehrnaz Alizadeh ¹
• roozbeh mirzaei ²
• Philip Pearce ³

¹ Master of Tourism Marketing, University of Mazandaran, Babolsar, Iran

² Assistant Professor in Tourism Management. University of Mazandaran, Babolsar, Iran

³ Foundation Professor of Tourism, James Cook University, Townsville, Australia

چکیده [English]

lthough much research has been done on destination branding, the study of destination personality remains limited. The purpose of this study is to investigate the destination personality of Iran and to examine the relationship between destination personality and behavioral intentions of international tourists using the Aaker model (1997). The statistical population of this study is Iran’s international inbound tourists. The research questionnaire was distributed randomly among sample members. From a total of 420 questionnaires, 407 questionnaires were analyzed. The findings of the exploratory factor analysis and multivariate regression analysis indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Iran in the eyes of international tourists has three dimensions: hospitality and culture, sincerity, and vibrant.

کلیدواژه‌ها [English]

• Destination personality
• Intention to return
• Intention to recommend
• Exploratory Factor analysis
• Iran