بررسی تأثیرات تصویر، آگاهی و کیفیت برند بر دل بستگی و وفاداری به برند مقصد با نقش میانجی اعتماد به برند، مطالعه تطبیقی: شهرهای کرمان و یزد (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
برند یک مقصد گردشگری از ابعاد مهم و برجسته در کسب مزیت رقابتی برای آن مقصد محسوب می شود. ازاین رو هدف از پژوهش حاضر، بررسی تأثیرات تصویر برند، آگاهی از برند و کیفیت برند بر دل بستگی و وفاداری به برند مقصد با نقش میانجی اعتماد به برند مقصد (مطالعه تطبیقی: شهرهای کرمان و یزد) می باشد. این تحقیق از لحاظ روش تحقیق از نوع توصیفی-همبستگی و از نظر هدف کاربردی است. جامعه آماری این پژوهش را گردشگران داخلی و خارجی ورودی به دو شهر کرمان و یزد تشکیل می دهد و نمونه گیری به صورت در دسترس انجام شده است. روایی پرسشنامه توسط کارشناسان و اساتید مورد تأیید قرارگرفته است. درمجموع تعداد 397 پاسخ از طریق یک نظرسنجی حضوری در دو شهر کرمان و یزد جمع آوری و سپس با استفاده از تحلیل عاملی تأییدی و مدل سازی معادلات ساختاری مورد تجزیه وتحلیل قرار گرفت. جهت تجزیه وتحلیل داده ها از نرم افزارهای 24SPSS و 3PLS استفاده شد. یافته های حاصل از داده های پژوهش نشان داد که تصویر برند، آگاهی از برند و کیفیت برند بر اعتماد به برند مقصد گردشگران دو شهر یزد و کرمان تأثیر می گذارد، که این امر به نوبه خود بر بهبود وفاداری آنان از طریق اعتماد به برند مقصد تأثیرگذار می باشد. همچنین، تأثیر دل بستگی به برند مقصد، میانجی رابطه بین اعتماد به برند مقصد و وفاداری به برند مقصد هر دو شهر تأیید شد. درنهایت، تمامی روابط ذکرشده بالا در دو مدل کرمان و یزد تفاوت معناداری داشتند. با استفاده از یافته های پژوهش، مدیریت شهری با افزایش میزان آگاهی از برند، کیفیت برند و اعتماد به برند مقصد گردشگران شهر کرمان و یزد می تواند سهم بسزایی در ارتقا وفاداری و اعتماد آن ها به این شهرها داشته باشد.Investigating the Effects of Brand Image, Brand Awareness and Brand Quality on Attachment and Loyalty to the Tourism Destination Brand the Case Study A Kerman and Yazd Cities
The aim of this research is to investigating the effects of brand image, brand awareness and brand quality on attachment and loyalty to the destination brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0.895 for Kerman city and 0.812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that brand image, brand awareness and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing brand awareness, brand quality and trust in the destination brand of Kerman and Yazd tourists
Extended
Introduction
The brand is crucial when formulating a marketing strategy. The destination brand is described as a powerful tool that can create emotional appeal. In the contemporary tourism industry, destination branding management is an increasing trend. Branding development and management of tourist destinations can strengthen the competitive edge of a region, promote brand value, and contribute to the sustainable development of a region. Therefore, building and managing a successful brand are essential for destinations. Due to the historical record and numerous ancient and natural monuments, paying attention to the tourism industry in the two provinces of Kerman and Yazd can be a suitable alternative to agriculture and water-bearing industries such as steel, etc. According to the life cycle of the tourism region, Yazd is the first adobe city in the world and the second historical city that started branding as a tourist destination. In contrast, Kerman city is less developed and accessible and lags behind similar regions in terms of tourism development. Based on Butler's (1980) tourism life cycle theory, statistical data and related information were collected. Finally, it was found that Yazd province is in the development stage of the life cycle of the tourism region, while Kerman city is still in the participation stage. At different stages of the tourism region's life cycle, a conceptual framework was set up to explain the antecedents of destination brand trust and its effect on destination brand loyalty in order to provide individual suggestions for destination brand management. Thus, according to the stated contents, the research is ready to answer the following question:
- Does brand image, brand awareness, and brand quality affect brand attachment and loyalty in Kerman and Yazd according to the mediating role of trust in the brand?
-Does the image of the destination brand affect the trust of the destination brand in Kerman and Yazd?
-Does awareness of the destination brand affect the trust of the destination brand in
Kerman and Yazd?
-Does the quality of the destination brand affect the trust of the destination brand in Kerman and Yazd?
-Does the trust in the destination brand affect the attachment to the destination brand in Kerman and Yazd?
-Does trust in the destination brand affect loyalty to the destination brand in Kerman and Yazd?
-Does attachment to the destination brand affect loyalty to the destination brand in Kerman and Yazd?
-How does attachment to the destination brand mediate the relationship between trust in the destination brand and loyalty to the destination brand in Kerman and Yazd?
-How are all the relationships in the model in two research areas (Kerman and Yazd) significantly different?
- Does brand image, brand awareness and brand quality affect attachment and loyalty to the destination brand?
Methodology
This research is applied in terms of purpose. It is classified as descriptive-survey research because it describes the situation of the researched society through a field survey. In order to collect data and measure different dimensions of the model, a questionnaire tool was exerted. The statistical population of this research consists of domestic and foreign tourists entering Kerman and Yazd, which were more than 2000 people in 2023. Among the domestic and foreign tourists, tourists were selected as a statistical sample in the famous tourist places of two cities (Ganjali Khan Kerman Complex - Yazd Jame Mosque).
Results and discussion
In this research, eight hypotheses were formulated, and eight were confirmed. Our results showed that brand image, brand awareness, and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above significantly differed in the Kerman and Yazd models. Using these research results, it is possible to study the factors that affect the branding of Iranian cities based on customer value.
Conclusion
All the relationships in the model of Kerman and Yazd have significant differences. The findings of this hypothesis converge with the findings of Zhou et al. (2021). For destinations still in the participation stage (Kerman), it is important to find opportunities to do event marketing by organizing events with news value, social impact, and celebrity events to attract the attention of media, social groups, and consumers. Improving a destination's reputation, creating a good brand image, and increasing destination brand awareness and quality can effectively increase brand trust and thus increase tourist loyalty. For example, for developing destinations, destination managers should consider the importance of increasing tourists' sense of attachment to these places. However, dynamism can weaken the emotional connection between tourists and the destination. Creating a strong emotional attachment to tourist destinations takes work for tourists. Destination managers should create more personal and emotional tourism products to increase the emotional value of the destination.
Funding
There is no funding support.
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work.
Conflict of Interest
The Authors declared no conflict of interest.
Acknowledgments
The authors appreciate to all the scientific consultants of this paper.
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