نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت جهانگردی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی

2 استادیار دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس

چکیده

امروزه،تبلیغاتبهعنوانیکی ازابزارهای قابل کنترلبازاریابیتاثیریشگرفبررفتارمصرفکنندگانوچگونگیانتخابآن‌هاداردو بدینترتیب،نقشمهموجایگاهبرجستهایدرارتقایفروشموفقمحصولاتیکسازمانکسبنمودهاست. لذا، محققاندر تحقیقاتخودتلاش می‌نمایندتاامکانبهرهمندیسازمان‌هاازاینراهبردراممکن سازند. همینطور که موج کووید-۱۹ سراسر جهان را می‌پیماید، نوع بشر مجبور به نوآوری و تغییر مسیر کار و زندگی خود شده است. هدف از این پژوهش واکاوی نقش تبلیغات بر نیات رفتاری مشتریان در استفاده از رستوران‌ها در دوران پسا کرونا می‌باشد. پژوهش حاضر بر اساس هدف از نوع کاربردی، بر اساس روش از نوع توصیفی- پیمایشی و بر اساس نوع داده، کمی محسوب می‌شود. جامعه آماری تحقیق حاضر کلیه مشتریانی که سابقه استفاده از خدمات رستوران‌ها را دارند، می‌باشد. تعداد نمونه در این تحقیق 390 نمونه بوده که از طریق روش نمونه گیری غیر احتمالی در دسترس انتخاب شدند. پس از جمع آوری داده­ها ، فرضیات پژوهش از طریق نرم افزار لیزرل مورد آزمون قرار گرفت و یافته‌ها نشان دهنده تاثیر متغیرهای اخبار مرتبط در تبلیغات، تقویت برند در تبلیغات، محرک بودن در تبلیغات، سردرگمی در تبلیغات بر پاسخ هیجانی مشتریان (رضایت) می‌باشد همچنین نشان‌دهنده تأثیر پاسخ هیجانی مشتریان (رضایت) بر ارزش سودمندگرایی و ارزش لذت و خوشی مشتریان و تاثیر ارزش‌های سودمندگرایی و ارزش خوشی و لذت بر نیات رفتاری می‌باشد. نتایج نیز نشان داده همدلی در تبلیغات و آشنایی با تبلیغات بر پاسخ‌های هیجانی مشتریان(رضایت) تأثیر ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis the role of advertising on behavioral intentions in tourism industry in post-corona era

نویسندگان [English]

  • Fatemeh Yavari Gohar 1
  • Fereshteh Mansourimoayyed 2

1 Assistant Professor, Tourism Management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

2 Assistant Professor, Administrative Management Department, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

چکیده [English]

Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make it possible for organizations to benefit from this strategy. After COVID-19 pandemic, man has been forced to innovate and change its work and life. This is an applied research to investigate the role of advertising on customer behavioral intentions to comeback using restaurants in post-corona era. A sample of 390 potential customers of restaurants in Tehran was selected by the convenience non-probability sampling method. Having collected data, research hypotheses were analyzed by the LISREL; Structural equation modeling and confirmatory factor analysis were used to analyze them. The result of the research showed that all relations were confirmed. But sympathy and familiarity were the only variables which do not influence on this model. 

کلیدواژه‌ها [English]

  • advertising
  • behavioral intentions
  • emotional responses
  • post-corona era
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