پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 959 |
| تعداد مقالات | 7,905 |
| تعداد مشاهده مقاله | 13,376,401 |
| تعداد دریافت فایل اصل مقاله | 9,500,862 |
تأثیر تجربه برند مقصد گردشگری بر خلق مشترک ارزش با تمرکز بر نقش میانجی عشق به برند مقصد | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 3، دوره 7، شماره 4 - شماره پیاپی 24، اسفند 1399، صفحه 89-118 اصل مقاله (2.15 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.35372.2122 | ||
| نویسندگان | ||
| جواد رضایی حاجی ابادی1؛ مجید محمدشفیعی* 2؛ علی کاظمی3 | ||
| 1مدیریت بازرگانی، گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران | ||
| 2دانشیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران. | ||
| 3دانشیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران | ||
| چکیده | ||
| هدف این پژوهش، تبیین نقش تجربه گردشگر از برند مقصد گردشگری بر خلق مشترک ارزش در مقصد با تمرکز بر نقش میانجی عشق به برند مقصداست. جامعۀ آماری پژوهش گردشگران داخلی، از خرداد تا اسفندماه 1398 هستند. به‌منظور جمع‌آوری داده‌ها، از روش نمونهگیری هدفمند برای انتخاب مقاصد گردشگری استفاده شد. سپس با روش نمونهگیری غیر تصادفی در دسترس، 495 گردشگر برای پاسخ به یک پرسشنامه پژوهشگر ساخته مورد سؤال قرار گرفتند. روایی محتوا و پایایی پرسشنامه (با آلفای کرونباخ 91%)تائیدشده است. از مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی، برای تحلیل رابطه بین متغیرهای پژوهش استفاده شد. نتایج نشان می‌دهد، تجربه برند مقصد در سه بُعد تجربه ذهنی، تجربه عاطفی و تجربه رفتاری بر عشق به برند مقصد تأثیر مثبت می‌گذارد؛ وعشق به برند مقصد به‌عنوان میانجی بر ابعاد خلق مشترک ارزش شامل: مشارکت، تعامل و تسهیم دانش تأثیر مثبت دارد. | ||
| کلیدواژه‌ها | ||
| خلق مشترک ارزش؛ عشق به برند مقصد؛ تجربه برند مقصد؛ مشارکت گردشگر؛ ذینفعان صنعت گردشگری | ||
| عنوان مقاله [English] | ||
| The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love | ||
| نویسندگان [English] | ||
| Javad Rezaei Hajiabadi1؛ Majid Mohammad Shafiee2؛ Ali Kazemi3 | ||
| 1Management, Department of Management, University of Isfahan, Isfahan, Iran | ||
| 2Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran. | ||
| 3Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran | ||
| چکیده [English] | ||
| The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domestic tourists from May 2019 to February 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 495 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 91%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing. | ||
| کلیدواژه‌ها [English] | ||
| The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domest, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 495 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 91%) were confirmed. Structural equation modeling with partial least squares approach was used t, i.e, mental experience, emotional experience, and behavioral experience, have a positive effect on destination brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing | ||
| مراجع | ||
|
رحیمی چیتگر، فاطمه و مقدسی، علیرضا (1398). تأثیر تجربه برند بر عشق و اعتماد به برند مشتری و تحلیل پیامدهای آن با نقش تعدلیگر هویت نام تجاری. فصلنامه مدیریت برند. 6(19): 1-34.
عاقلی، میثم، کریمی، اوژن و رشیدی، حسن. (1398). بررسی عوامل مؤثر بر خلق ارزش مشترک و تأثیر آن بر وفاداری گردشگران موردمطالعه: گردشگران خارجی شهر دامغان. فصلنامه علمی پژوهشی گردشگری و توسعه، 8(2)، 23-47.
محمد شفیعی، مجید، طبائیان، ریحانه السادات و توکلی، هدی. (1397). تأثیر تجربیات خاطره‌انگیز از مقصد گردشگری در عشق به برند مقصد با نقش میانجی هویت‌یابی مشتری با برند. فصلنامه علمی پژوهشی گردشگری و توسعه، 7 (3)، 127-141.
مرکز آمار ایران (1398). بخش گردشگری، بررسی آمار گردشگری ایران،.amar.org.ir
منصوری مؤید، فرشته، مرادی، محمد و ملایی، فاطمه. (1395). بررسی تأثیر عملکرد بازیابی خدمات بر تبلیغات شفاهی: نقش میانجی ارزش ادراک‌شده مشتری، تجربه مشتری، واکنش احساسی و وفاداری برند. فصلنامه مطالعات مدیریت‌گردشگری، 12(39)، 49-72.
نجات، حسین؛ شیرخدایی، میثم و بهمنی تبریزی، حسین (1396). بررسی تأثیر تجربه نوستالژیک، رضایت برند و بازاریابی پایدار بر عشق به برند و پیامدهای آن. فصلنامه مدیریت برند. 4 (12): 13-38.
Agapito, D., Valle, P., & Mendes, J. (2014). The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal‖. Tourism Management 42, 224-237.
Agheli, M. Karimi, O. & Rashidi, H. (2019). Investigating factors affecting the creation of common values and its impact on the loyalty of tourists (Case study: Foreign tourists of Damghan city). Journal of Tourism and Development, 8(2), 23-47. (In Persian).
Ahn, J. Lee, C. K. Back, K. J. & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers co-creation behavior. International Journal of Hospitality Management, 81, 104-112.
Ahuvia, A. C. Batra, R. & Bagozzi, R. (2009). Love, desire and identity: A conditional integration theory of love of things. The handbook of brand relationships. D. J. MacInnis e C. Whan Park e J. R. Priester. Armonk, NY: M. E. Sharpe.
Albert, N. Merunka, D. & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062e1075.
Aro, K. Suomi, K. & Saraniemi, S. (2018). Antecedents and consequences of destination brand love: A case study from Finnish Lapland. Tourism Management, 67, 71-81.
Assiouras, I. Skourtis, G. Giannopoulos, A. Buhalis, D. & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78. Doi:10.1016/j.annals.2019.102742.
Barnes, S. J. Mattsson, J. & Sorensen, F. (2014). Destination brand experience and visitor behaviour: Testing a scale in tourism context. Annals of Tourism Research, 48, 121–139.
Batra, R. Ahuvia, A. C. & Bagozzi, R. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Carroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79e89.
Chen, Y.C. King, B. & Lee, H. W. (2018). Experiencing the destination brand: Behavioral intentions of arts festival tourists. Journal of Destination Marketing & Management, (10), 61-67.
Cova, B. & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing Theory, 9(3), 315–339.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Fornell, C. & Larcker, D. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Gómez-Suárez, M. Benito, L. E. A. & Campo, S. (2016). Exploring the link between brand love and engagement through a qualitative approach. International Journal of Business Environment, 8(4), 367-384.
Hegner, S. M. Fenko, A. & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management.
Hosang, S. Prayag, G. Deesilatham, S. Cauševic, S. & Odeh, K. (2015). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482–495.
Islam, J. U. Hollebeek, L. D. Rahman, Z. Khan, I. & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277–285.
Islam, J. U. Hollebeek, L. D. Rahman, Z. Khan, I. & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277–285.
Jennings, G. (2006). Perspectives on quality tourism experiences: an introduction. In Norma Polovitz Nickerson. Quality tourism experiences, Sciencedirect.1-21.
Kruger, L. M. (2018). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-07-2016-1281.
Lee, K. H. & Hyun, S. S. (2016). The effects of perceived destination ability and destination brand love on tourists’ loyalty to post-disaster tourism destinations: The case of Korean tourists to Japan. Journal of Travel & Tourism Marketing, 33(5), 613-627.
Lomax, R. G. & Schumacker, R. E. (2004). A beginner's guide to structural equation modeling. Psychology press.
Long-Tolbert, S. J. & Gammoh, B. S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing, 26(6), 391e402.
Loureiro, S. M. C. Gorgus, T. Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41 (7), 985-1005, https://doi.org/10.1108/OIR-08-2016-0236.
Mansouri Moayed, F. Moradi, M. & Mollaei, F. (2017). The impact of Service Recovery Performance on Word-of-Mouth Communication: The Intermediate Role of Customer Perceived Value, Customer Experience, Emotional Response and Brand Loyalty. Tourism Management Studies, 12(39), 49-72. (In Persian).
Meyer, C. & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 117-126.
Mohammad Shafiee, M. Tabaeeian, R. A. & Tavakoli, H. (2018). The effect of memorable brand experience of tourism destination on destination brand love with the mediating role of consumer-brand identification: Study of tourists in Isfahan. Journal of Tourism and Development, 7(3), 127-141. (In Persian).
Nejat, S. Shirkhodaei, M. & Bahmani Tabrizi, H. (2018). Investigating effect of Nostalgic Brand Experience, Brand Satisfaction, and sustainable Marketing on Brand Love and its Consequences. Brand Management, 4(4), 13-39. (In Persian).
Nunnally, J. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
Page, S. J. & Connell, J. (2006). Tourism a Modern Synthesis (2nd Ed.). London: Thomson Learning.
Pawle, J. and Cooper, P. (2006). Measuring emotion – lovemarks, the future beyond brands. Journal of Advertising Research, 46(1), 38–48.
Prahalad, C. & Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of interactive marketing. 18, 5-14.
Prebensen, N. K. & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176.
Rahimi Chitgar, F. & Moghaddasi, A. (2019). The effect of customer experience on trust and brand love and the analysis of its consequences with the role of moderating the identity of brand name studied: Customers for cosmetics and hygiene sinere products. Brand Management, 6(3), 61-92. (In Persian).
Ramaswamy, V. & Gouillart, F. (2010). The power of co-creation. Build it with them to boost growth, productivity, and profits. New York: Free Press.
Ramaswamy, V. & Ozcan, K. (2014 the co-creation paradigm. Stanford, CA: Stanford University Press.
Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, https://doi.org/10.1108/IJCTHR-06-2017-0067.
Statistics Center of Iran (1398). Tourism Department, Review of Iranian Tourism Statistics, amar.org.ir
Vargo S.L. and Lusch R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 10, pp. 6–67.
Vargo, S.L. & Lusch, R.F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S.L. & Lusch, R.F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44, 5–23.
Xie, J. Tkaczynski, A. & Prebensen, N.K. (2020). Human value co-creation behavior in tourism: Insight from an Australian whale watching experience. Tourism Management Perspectives, 35.
Xu, H. Liu, Y. & Lyu, X. (2018). Customer value co-creation and new service evaluation: the moderating role of outcome quality. International Journal of Contemporary Hospitality Management, 30(4), 2020-2036.
Yi, Y. & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66, 1279–1284.
Zikmund, W. G. Babin, B. J. Carr, J. C. & Griffin, M. (2003). Business research methods (Ed.). Thomson/South-Western, Cincinnati, OH. | ||
|
آمار تعداد مشاهده مقاله: 1,020 تعداد دریافت فایل اصل مقاله: 1,323 |
||