تأثیر تجربه برند مقصد بر رفتار شهروندی گردشگران: با تأکید بر نقش اشتیاق، نگرش و تعهد برند مقصد گردشگری (مورد مطالعه: شهر اصفهان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشگاه یزد، یزد، ایران

2 استادیار، گروه مدیریت بازرگانی، دانشگاه یزد، یزد، ایران

3 دانش‌آموخته کارشناسی ارشد مدیریت بازرگانی- بازاریابی، دانشگاه یزد، یزد، ایران

10.22054/tms.2021.12789

چکیده

تجربة برند مقصد گردشگری مبنای اصلی بسیاری از پیامدهای رفتاری گردشگران است. ازاین‌رو، در پژوهش حاضر به بررسی چگونگی تاثیر تجربة برند مقصد گردشگری بر رفتارهای شهروندی گردشگران از طریق اشتیاق، تعهد و نگرش برند مقصد گردشگری پرداخته شده‌است. پژوهش حاضر از نظر هدف کاربردی و از نظر روش تحقیق توصیفی ـ پیمایشی است. جامعة آماری این پژوهش تمامی گردشگران داخلی شهر اصفهان بود که 182 نفر از آن‌ها به‌عنوان نمونه انتخاب شدند و داده‌های لازم از طریق پرسشنامه جمع‌آوری شدند. نتایج تجزیه‌وتحلیل داده‌ها با نرم‌افزار PLS نشان داد که تجربة برند مقصد گردشگری بر اشتیاق، نگرش و تعهد برند مقصد و تعهد و نگرش برند مقصد گردشگری نیز بر رفتار شهروندی برند مقصد تاثیر مثبت و معنادار داشته‌اند؛ همچنین اشتیاق برند هم به‌طور مستقیم و هم با تاثیرگذاری بر تعهد و نگرش برند مقصد گردشگری بر رفتار شهروندی گردشگران مؤثر بوده‌است.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Destination Brand Experience on Tourist Citizenship Behavior: With Emphasis on the Role of Tourism Destination Brand Attitude, Passion and Commitment (Case Study: Isfahan)

نویسندگان [English]

  • Saied Saieda Ardakani 1
  • Amirreza konjkav monfared 2
  • Farzaneh Zarabkhaneh 3
1 Professor, Department of Business Management, Yazd University, Yazd, Iran
2 Assistant Professor, Department of Business Management, Yazd University, Yazd, Iran
3 Graduated from Master of Business Administration-Marketing, Yazd University, Yazd, Iran
چکیده [English]

Tourists' experience of a tourism destination brand is the basis of many of their behavioral consequences. Therefore, in the present study, the effect of tourism destination brand experience on tourist citizenship behaviors with Emphasis on the role of three variables: passion, commitment, and attitude of tourism destination brand has been investigated. The present research is applied in terms of purpose and descriptive-survey in terms of research method. The statistical population of this study was domestic tourists in Isfahan, from which 182 people were selected as a sample, and the necessary data were collected through the distribution of questionnaires. The results of data analysis using P.L.S. software have shown that the experience of the tourism destination brand has a positive and significant effect on the enthusiasm, attitude, and commitment of the tourism destination brand. The results also show that the commitment and attitude of the tourism destination brand have a direct and significant effect on the citizenship behavior of the tourism destination brand, while the brand enthusiasm has a direct impact on the citizenship behavior of tourists both directly and through the commitment and attitude of the tourism destination brand. In addition, the results showed that the enthusiasm of the tourism destination brand had the greatest impact on the citizenship behavior of tourists compared to the other two variables

کلیدواژه‌ها [English]

  • destination brand experience
  • destination brand Passion
  • destination brand commitment
  • destination brand attitude
  • tourist citizenship behavior
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