Gholamreza Noori; Zahra Taghizade
Volume 8, Issue 22 , June 2013, , Pages 80-107
Abstract
This research aims to prioritize the archetypaltourism regions situated on the Oramanat tourism pole in the North West of Kermanshah Province, based on their aptitude for investment. This study is an applied survey type research. Data were gathered through questionnaires and were analyzed using TOPSIS ...
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This research aims to prioritize the archetypaltourism regions situated on the Oramanat tourism pole in the North West of Kermanshah Province, based on their aptitude for investment. This study is an applied survey type research. Data were gathered through questionnaires and were analyzed using TOPSIS technique. Results indicate that archetypaltourism regions of Shamshir, Ghourighale, Noudeshe, Hajij and Veisolqarn are in the good level; Bouzinmarkhil with i SL 0.48 is in medium level; the areas of Nowsoudeh, Sarabemamishan, Shervineh, Sarabesefidbarg, Ozgolebamu, Bidmiri and Dalani with i SL of 0.2 to 0.4 are in the weak level, and Cheshmehrize region with i SL 0.2 is evaluated to be in the very weak level. Based on the research findings, yielding of the archetypal tourism regions with low level of investment suitability, to investors, is only a mere waste of resources. Therefore, tourism planners are supposed to improve the potentiality of these areas for investment first, and then offer them to investors.
mehdi rastghalam; seyedahmad khatunabadi
Volume 2, Issue 7 , March 2005, , Pages 1-18
Abstract
Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent ...
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Branding is one of the determinants of brand equity in the global hotel industry. This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in Pars Hotels Investment Company. The conceptual model embraces independent variables of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness; mediator variable of consumer satisfaction; and dependent variable of brand loyalty. This study is a survey type research. As for the sampling technique, multi-stage sampling is used with 385 guests of Pars Hotels in Kerman and Tabriz constituting the sample population. In the data analysis, confirmatory factor analysis is used to confirm the model and the structural equations (simultaneous multiple regression analysis) to answer the hypotheses. Our findings revealed that the physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle- congruence, and brand awareness have significant direct impact on consumer satisfaction; consumer satisfaction has a significant direct impact on brand loyalty; and consumer satisfaction mediates the effects of physical quality, staff behavior, ideal self-congruence, brand identity, lifestyle-congruence, and brand awareness on brand loyalty.
