Reza Malmir; Hamed Dehghanan
Abstract
The importance of establishing good relations between host communities and tourists due to the encounter of tourists with different customs and cultures has led to the emergence of global codes of ethics for tourism. Therefore, by following the ten principles of the universal codes of ethics of tourism, ...
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The importance of establishing good relations between host communities and tourists due to the encounter of tourists with different customs and cultures has led to the emergence of global codes of ethics for tourism. Therefore, by following the ten principles of the universal codes of ethics of tourism, the satisfaction of tourists will increase and it also brings the most effective type of advertising; the word of mouth, for the host communities. Due to the importance of the topics mentioned in the tourism industry, the present study examines the effects of tourism universal codes of ethics on satisfaction, as well as the effect of their satisfaction on the word of mouth advertising of incoming tourists of Iran. In terms of the purpose this is an applied research and in terms of the data collection method, this is of survey-correlation type. To this end, with regard to the unlimited statistical population, 384 foreign tourists in Iran were selected by random sampling. Using the standard questionnaire, the opinions of these people were reviewed and analyzed using structural equation techniques in SPSS and Lisrel software. The results of data processing indicate the status of satisfaction of tourists with the implementation of global codes of ethics of tourism. And also the positive impact of improving the status of global codes of ethics on the increased satisfaction of tourists was confirmed. It was also shown that the satisfaction of tourists has a positive and significant effect on word of mouth advertising.
Fereshteh Mansouri Moayed; Mohammad Moradi; Fatemeh Mollaei
Abstract
According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, ...
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According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.
Mohsen Akbari; Milad Houshmand Chaikhani; Hassan Motamed
Volume 10, Issue 31 , September 2015, , Pages 41-69
Abstract
Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed ...
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Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed as asource of WOM, because most of them spend many days in different cities. Thepurpose of this study is to investigate the effect of service quality on militarypersonnel WOM with the mediating role of satisfaction, city image and theirattitude toward the city. This research is descriptive applied in terms of purpose.Questionnaire was used to survey 390 military personnel in the north and northeast of Tehran. Structural Equation Modeling and Smart PLS software wereused to analyze the gathered data. Results show that services quality has apositive effect on tourists' satisfaction and city image. Also, Satisfaction and cityimage have positive effects on attitude toward the city. Finally, satisfaction, cityimage and attitude toward the city have positive effects on WOM. Service Quality, Urban Brand, Brand Image, Attitude toward Brand,WOM
Zohre Dehdashti; Sajjad Khani; Amin Ajali
Volume 9, Issue 25 , April 2014, , Pages 34-68
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 ...
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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.
