تحلیل تناظر شهرت و کشش احساسی سفر در راستای برند آفرینی مؤثر مطالعه موردی: کلان شهر اهواز (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
متغیرهای شهرت و کشش احساسی سفر به یک مکان و ارتقای متناسب جایگاه این دو متغیر به صورت متقابل، ازجمله مهم ترین عوامل در برند آفرینی مؤثر و خلق تصویری جذاب از مقصد به هدف توسعه گردشگری و جذب گردشگران و به تبع دستیابی به سرمایه ها است. اما مسئله این است که این موضوع در کشور و به ویژه در ارتباط با کلان شهر اهواز مغفول واقع گردیده است. شاهد آن که تاکنون پژوهشی دراین ارتباط انجام نیافته است. لذا، بر این اساس، مقاله حاضر به بررسی رابطه شهرت و کشش احساسی سفر به کلان شهر اهواز و نیز تعیین موقعیت این شهر در ارتباطی متقابل از این دو متغیر می پردازد. این پژوهش در حیطه جغرافیای رفتاری است. روش انجام تحقیق، توصیفی- تحلیلی و به لحاظ هدف کاربردی بوده که در انجام آن از تحلیل های آماری همبستگی کندال تائو و اسپیرمن و مدل ماتریس شهرت مکان بهره گرفته شده است؛ ضمن آن که برای تائید استفاده از دو آزمون ناپارامتریک فوق الذکر و سنجش معنی داری متغیرها در این چارچوب، از آزمون آماری کالموگروف- اسمیرنف استفاده گردید. جامعه آماری پژوهش، متشکل از افرادی است که تاکنون به کلان شهر اهواز سفری نداشته اند. روش نمونه گیری انجام یافته، تلفیق روش های نمونه گیری گلوله برفی خوشه ای و شبکه ای نظارت شده بوده است که داده های جمع آوری شده با نرم افزار SPSS، در چارچوب همبستگی های آماری و مدل فوق الذکر مورد تحلیل قرار گرفتند. بر مبنای یافته های تحقیق، میانگین کشش احساسی سفر به اهواز در سطح پائین تری از شهرت این کلان شهر نسبت به سایر کلان شهرهای کشور قرار داشته و در اثر تصویر غیر مثبت شکل گرفته ناشی از کیفیت پائین محیطی، جایگاه کلان شهر اهواز در ماتریس شهرت مکان، در میان گروه بازندگان می باشدCorrespondence Analysis of Reputation and Emotional Pull of Travel for Effective Branding the Case Study of Ahvaz Metropolis
The variables of reputatuion and emotional attraction of traveling to a place and proportional promotion of the position of these two variables are among the most important factors in effective branding and creating an attractive image of the destination for the purpose of tourism development and attracting tourists and consequently gaining capital. But the problem is that this has been neglected in the country and especially in relation to the metropolis of Ahvaz. therefore, according to this, The present article examines the mutual connection between reputation and emotional appeal of traveling to the metropolis of Ahvaz and also determines the position of this city in corresponding of these two variables. This research is in the field of behavioral geography. The research method is descriptive-analytical and applied in terms of purpose. In doing so, statistical analysis of Kendall Tao and Spearman correlation and location reputation matrix have been used. While the, to confirm the use of the two non-parametric tests mentioned above and to measure the significance of the variables in this framework, the Kalmogorov-Smirnov statistical test was used. The statistical population of the study consists of people who have never traveled to the metropolis of Ahvaz. The sampling method was a combination of cluster snowball sampling and monitored network methods that The collected data were analyzed by SPSS software in the framework of statistical correlations and the above model Based on the research findings, the average emotional attraction of traveling to Ahvaz is lower than the reputation of this metropolis compared to other metropolises in the country and due to the negative image formed due to low environmental quality, the position of Ahvaz metropolis in the place reputation matrix in Is among the losers. Finally, solutions to achieve effective branding were suggested
Extended Abstract
Introduction
The global economy is witnessing increased competition among companies, countries, and cities. Therefore, the future of countries and cities has a direct relationship with their level of competitiveness in economic indicators especially competitiveness. In this regard, in today's competitive world, where cities are trying to outdo each other in various fields, urban tourism, branding, and marketing for tourism destinations have also become an arena for cities to compete. The brand of a city in tourism is the winning edge of a city in economic and social competitions and a strategic tool to increase the competitiveness, credibility, power, and influence of cities. Therefore, in today's society, creating and maintaining a city brand and, in this framework, a positive image and reputation promotion, along with emotional pull towards traveling to the desired city, is one of the basic points city managers consider. It is an issue in which success can bring prosperity and happiness to the residents while keeping the cities alive. Now, it is in this framework that the variables of reputation and the emotional pull of traveling to a place and the proportional promotion of the position of these two variables are among the most important factors in effective branding and creating an attractive image of the destination to develop tourism and attract tourists and consequently achieving to the funds. Based on this, the present article examines the relationship between the reputation and the emotional appeal of traveling to Ahvaz, as well as determining the location of this city concerning these two variables compared to other metropolises in the country.
Methodology
This research is in the field of behavioral geography. The method of conducting the research is descriptive-analytical. In terms of the goal, it is practical, in which Kendall-Tao correlation, Spearman, and the reputation matrix of the place, as well as SPSS and Excel software, have been used. In addition, the Kolmogorov-Smirnov statistical test was used to confirm the two non-parametric tests and to measure the significance of the variables in this framework. The data collection tool was an electronic questionnaire made by the researcher based on a five-point Likert spectrum, the validity of which was confirmed by the professors, and its reliability using Cronbach's alpha coefficient of 79%. The statistical population of the research consists of people who have not traveled to Ahvaz so far. In this regard, 627 questionnaires were received by combining cluster and network snowball sampling methods.
Results and discussion
Based on the research findings, there is a positive relationship between the reputation of Ahvaz and the emotional appeal of traveling to this city, and the current position of this city is in one-quarter of the losers and is not suitable. Moreover, relative to fame, emotional tension is at a lower level, which is in order of extreme heat, fine dust, destruction and war, deprivation, sewage and bad smell, urban chaos, and traffic, lack of infrastructure, lack of security, cultural problems and ethnocentrism and the dirty city are the most crucial concept that caused this situation of the city. This situation and such notions, which have deep roots in reality, have resulted from policies and, in other words, the dominant view in the body of Ahvaz, from the management at all levels to the city's citizens. Also, on a national scale, the following should be mentioned:
The predominance of the centralist view, the convergence of the vision of the center and the periphery, the historical emphasis on a single-product economy based on oil and in contrast to the only exploitation view of the oil-rich provinces, the lack of priority for the environment and sustainable development, the lack of a national and regional brand strategy and so on.
Conclusion
Within the framework of the principles of behavioral geography concerning branding, the image of the destination can be considered as a set of knowledge, emotions, ideas, expectations, and feelings that people have about a place. The destination image is a multi-dimensional structure with three basic cognitive, emotional, and persuasive dimensions. The cognitive dimension includes the individual's knowledge and beliefs about the destination's physical characteristics. The emotional dimension includes evaluating the quality of his feelings concerning physical characteristics and the surrounding environment. The persuasive dimension corresponds to behavior and originates from cognitive and emotional dimensions. Based on the mentioned analysis, improving the environment in the framework of a big branding strategy, thereby increasing recognition at a higher level, making people believe, and putting pressure on it, can increase a positive reputation. In the following, increasing the emotional pull of travel to this city and finally increasing the persuasive dimension and attracting more and more tourists, and as a result, improving the competitiveness and attracting more and more capital in this metropolis compared to other metropolises in the country, which according to the majority of urban planning experts, the result will be attracting funds and achieving sustainable development. In the end, based on the research findings, discussion, and conclusion, solutions were presented in three areas: the scientific area of the subject, the metropolitan area, and the macro branding area.
Funding
There is no funding support.
Authors’ Contribution
All of the authors approved the content of the manuscript and agreed on all aspects of the work.
Conflict of Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the scientific consultants of this paper.
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