تبیین تأثیر برند سازی مکانی بر مؤلفه های تجربه گردشگری گردشگران سلامت در شهر تهران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
برند سازی مکانی، به عنوان فرآیندی است که با ایجاد هویت و شناخت قوی برای یک مکان، تجربه گردشگران را تحت تأثیر قرار داده و با برجسته ساختن ویژگی های منحصربه فرد مکان ها و جلب توجه گردشگران و سایر ذینفعان، می تواند در جذب بیشتر گردشگران و توسعه اقتصادی مقصد کمک کند. بر این اساس هدف مطالعه حاضر بررسی تأثیر برند سازی مکانی بر مؤلفه های تجربه گردشگری گردشگران سلامت موردمطالعه شهر تهران است. در این تحقیق تلاش شد تأثیر برند سازی مکانی بر مؤلفه های تجربه گردشگری گردشگران سلامت موردمطالعه شهر تهران مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری پژوهش را گردشگران ورودی به شهر تهران تشکیل می داد، به علت نبود آمار دقیق تعداد گردشگران ورودی به منظور تعیین حجم نمونه از فرمول کوکران برای جامعه نامحدود استفاده شد و حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه شده است. تجزیه وتحلیل داده ها با استفاده از نرم افزارهای SPSS و SMART PLS با روش آمار توصیفی و مدل سازی معادلات ساختاری انجام شد. یافته ها نشان داد که برند سازی مکانی تأثیر مثبت و معنی داری بر مؤلفه جذابیت، دسترسی، اقامت و امکانات و فعالیت های تجربه گردشگری گردشگران سلامت شهر تهران دارد. از بین متغیرهای موردمطالعه برند سازی مکانی بیشترین تأثیر بر جذابیت تجربه گردشگر با مقدار ضریب مسیر 643/0 و کمترین تأثیر بر متغیر امکانات و فعالیت ها با مقدار ضریب مسیر 472/0 داشت. بر اساس یافته های حاصل از این پژوهش می توان این گونه نتیجه گیری کرد که سیاست گذاران و برنامه ریزان حوزه گردشگری شهر تهران لازم است که در حوزه برند سازی مکانی و مشخص کردن برندینگ حوزه گردشگری سلامت برنامه ریزی داشته باشند تا از این طریق زمینه برای جذب گردشگر و بهره مندی از منافع حاصل از توسعه گردشگری فراهم گردد.Clarifying the Impact of Place Branding on the Components of the Tourism Experience of Health Tourists Studied in Tehran
Branding a place is a process that affects the experience of tourists by creating a strong identity and recognition for a place, and by highlighting the unique features of places and attracting the attention of tourists and other stakeholders, it can attract more tourists and economic development. Based on this, the present study aims to investigate the impact of place branding on the components of the tourism experience of health tourists studied in Tehran. In this research, an attempt was made to analyze the effect of place branding on the components of the tourism experience of health tourists studied in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of incoming tourists to Tehran; due to the lack of accurate statistics on the number of incoming tourists, in order to determine the sample size, Cochran's formula was used for the unlimited population, and the sample size was estimated to be 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data was analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that place branding has a positive and significant effect on the attractiveness, accessibility, accommodation facilities and activities of the health tourism experience of Tehran health tourists. Among the studied variables, place branding had the most significant effect on the attractiveness of the tourist experience, with a path coefficient value of 0.643 and the least effect on the facilities and activities variable, with a path coefficient value of 0.472. Based on the findings of this research, it can be concluded that the policy makers and planners of the tourism field of Tehran city need to plan in the field of place branding and defining the branding of the health tourism field in order to create the ground for attracting tourists and Benefit from the benefits of tourism development.
Extended
Introduction
Tehran, having many beauty and cosmetic centers, provides services for the care and makeup of the body and face. Also, this city hosts entertainment and welfare centers that provide opportunities for rest, recreation and relaxation. On the other hand, Tehran provides important educational and research facilities with prominent universities and research centers in medical sciences. These centers contribute to developing public health awareness and knowledge by working on advanced research, new technologies and higher education. Due to these capabilities, Tehran can become an outstanding destination in the health tourism industry by using appropriate marketing strategies and cooperation with related industries. These efforts will be effective in attracting healthy tourists, improving the local economy, improving the image of Tehran and increasing its reputation inside and outside the country. Branding a place as one of the essential solutions in developing health tourism and improving the experiences of health tourists in Tehran has a significant effect. Based on this, since Tehran, as the capital of the country and one of the most populated and busy cities of Iran, has some favorable characteristics in the development of health tourism, branding a place in this city can guarantee the improvement of the experience of health tourists and have a positive effect on to develop this industry. Based on this, it is necessary to conduct a proper study on the effects of research variables in Tehran. According to this necessity, in the present research, the main question of the research is raised as follows:
-What is the effect of place branding on the components of the tourism experience of health tourists in Tehran?
Methodology
The current research is applied in terms of purpose and descriptive-analytical in terms of method. In order to collect data, library and field methods were used. The statistical population of the study consisted of tourists entering Tehran; due to the lack of accurate statistics on the number of incoming tourists, in order to determine the sample size, Cochran's formula was used for an unlimited population, and the sample size was estimated to be 384 people. The sampling method was sampling. It was a simple accident. In order to collect field data, a questionnaire was used. In this research, structural equation modeling software was used to analyze the data.
Results and discussion
Concerning the effect of place branding on the attractiveness of the tourism experience, the results indicate that the value of the T statistic obtained is equal to 17.431, so this value is greater than 1.96, and it can be said that place branding affects the attractiveness of the tourism experience. Also, the obtained path coefficient equals (β=0.643); since the obtained path coefficient is positive, this effect is direct. Concerning the effect of place branding on the accessibility component of the tourism experience of health tourists in Tehran, the results indicate that the value of the T statistic obtained is equal to 14.081, so this value is greater than 1.96. It can be said that place branding has the accessibility component of Tehran's health tourism experience has a significant impact. Also, the obtained path coefficient equals (β=0.594); since the obtained path coefficient is positive, this effect is direct. In relation to the effect of place branding on the component of the stay experience of health tourists in Tehran, the results indicate that the value of the T statistic obtained is equal to 10.405, so this value is greater than 1.96. It can be said that place branding has a significant effect on the tourist experience of health tourists in Tehran. The obtained path coefficient equals (β=0.484); since the obtained path coefficient is positive, this effect is direct. In relation to the effect of place branding on the facilities and activities component of the tourism experience of health tourists in Tehran, the results indicate that the value of the T statistic obtained is equal to 11.422, so this value is greater than 1.96. It can be said that place branding has a significant effect on the facilities and activities component of the tourism experience of health tourists in Tehran. The obtained path coefficient equals (β=0.472); since the obtained path coefficient is positive, this effect is direct.
Conclusion
Health tourism destinations can provide remote medical consultation and follow-up care to patients after returning home. This can enhance the overall experience of health tourists and provide them with ongoing support. Adherence to such principles in health tourism destinations such as Tehran improves the quality of tourists' stay and guarantees a positive experience for health tourists. Finally, based on the results of the research, place branding can be effective in increasing facilities and activities in tourism destinations. Based on this, health tourism destinations should invest in improving their medical facilities to meet international standards. It includes advanced equipment, trained medical staff and modern hospital infrastructure. Also, health tourism destinations should offer a wide range of treatments and services such as medical treatments, health programs and alternative treatments to meet the needs of different patients. On the other hand, health tourism destinations should provide a comprehensive experience for their patients by offering activities such as yoga, meditation, outdoor activities and healthy foods that promote physical, mental and emotional well-being.
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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