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ارائة مدلی جهت تبیین ارزش ویژۀ برند مقاصد گردشگری (مطالعۀ موردی: شهر اصفهان) | ||
مدیریت بازرگانی | ||
مقاله 11، دوره 6، شماره 4، دی 1393، صفحه 845-866 اصل مقاله (890.43 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2014.51778 | ||
نویسندگان | ||
محمد غفاری* 1؛ بهرام رنجبریان2؛ سعید فتحی3 | ||
1دانشجوی دکتری مدیریت بازرگانی (بازاریابی)، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران | ||
2استاد بازاریابی گروه مدیریت، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران | ||
3دانشیار مدیریت مالی گروه مدیریت، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران | ||
چکیده | ||
هدف پژوهش حاضر ارائة مدلی برای تبیین ارزش ویژة برند مقصد گردشگری اصفهان است. جامعة آماری پژوهش گردشگران خارجی است که در آبانماه 1392 به شهر اصفهان سفر کردهاند. از این جامعة نامحدود، نمونهای به حجم 200 نفر انتخاب شد. برای گردآوری دادههای پژوهش، پرسشنامة محققساختهای طراحی شد. سپس برای بررسی دادههای پژوهش و آزمون فرضیهها از آمار توصیفی و استنباطی استفاده شد. نتایج پژوهش نشان میدهد آگاهی از برند مقصد گردشگری ارزش ادراکشده، رضایت گردشگر، تصویر ذهنی مقصد و وفاداری به مقصد گردشگری را بهطور معنیداری تحت تأثیر قرار میدهد. همچنین ارزش ادراکشده از مقصد گردشگری تأثیر معنیداری بر تصویر ذهنی مقصد گردشگری، وفاداری به مقصد گردشگری و رضایت گردشگر دارد. بهعلاوه، رضایت گردشگر تأثیر معنیداری بر تصویر ذهنی مقصد گردشگری و وفاداری به مقصد گردشگری دارد. در نهایت تصویر ذهنی مقصد گردشگری، وفاداری به مقصد گردشگری را بهطور معنیداری تحت تأثیر قرار میدهد. | ||
کلیدواژهها | ||
ارزش ویژة برند؛ ارزش ویژة برند مقصد گردشگری؛ وفاداری به مقصد گردشگری | ||
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