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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 | ||
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