ارزیابی شاخص های برند مقاصد گردشگری در شهرهای کوچک گردشگرپذیر، مطالعه موردی: شهر لالِجین؛ شهر جهانی سفال (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
طی سالیان گذشته شهرهای کوچک با تأکید بر میراث فرهنگی تاریخی و صنایع بومی و دستی، سعی بر برند سازی گردشگری داشته اند. هدف این تحقیق ارزیابی شاخص های برند سازی در شهر لالجین به عنوان یک شهر کوچک است. این شهر به لحاظ شیوه معیشتی، متکی بر هنر سفالگری است و اخیراً تبدیل به یکی از مقاصد گردشگری منحصربه فرد شده است. مدل استفاده شده در این تحقیق، مدل دوبعدی عرضه و تقاضا می باشد. جهت سنجش شاخص های بعد تقاضای گردشگری به پرسشگری از مسافران اقدام شد. برای سنجش بعد عرضه گردشگری نیز به نظرسنجی از ساکنان شهر لالجین اقدام شد. دلیل استفاده از مدل دوبعدی؛ توجه به ذینفعان محلی و مشارکت آن ها و در نظرگیری زمینه های محلی در فرایند برند سازی شهرهای کوچک است. یافته ها حاکی از آن است که در بعد عرضه، پتانسیل های بالقوه گردشگری این شهر در وضعیت مطلوب قرار دارد و شاخص های مربوط به مدیریت و بالفعل ساختن قابلیت ها در وضعیت نامطلوبی می باشد. از منظر تقاضا (ارزش ویژه برند) نیز شهر لالجین دارای وضعیت نسبتاً مطلوبی می باشد. همچنین شهر لالجین به واسطه ویژگی های منحصربه فرد خود در بین گردشگران از نظر شاخص های آگاهی از مقصد و تصویر برند شرایط مطلوبی را داراست اما این شهر کوچک به مانند بیشتر شهرهای کوچک دیگر از نظر خدمات و امکانات گردشگری در وضعیت مطلوبی قرار ندارد. بر اساس آزمون لامبدای ویکلز در بعد عرضه، شناخت روند و گرایش های گردشگری و توجه به آن و در بعد تقاضا، سازوکار افزایش وفاداری گردشگران به برند مقصد بیشترین تأثیر مثبت را در برند گردشگری شهر لالجین خواهد داشت.Evaluation of Brand Indicators of Tourist Destinations in Small Touristic Cities: the Case Study of The World Pottery City Lalehjin
The marketing of places and in particular, the practice of place branding has grown significantly over the last quarter century and branding tourism destinations is considered as one of the most effective ways for distinguishing place identity and perception in order to attract tourists, leading to the development of the places. Recently there has been an emerging literature with regard to destination brands and their management. It is evident that there are important features of destination brands that distinguish them from product brands and that these have led to differences in the way destination brands are created, developed and maintained. Based on differentiation principle and its impact on tourists’ perception, some places are more capable for changing into a distinguished place for tourism with respect to cultural, economic or natural features. Lalejin located in Hamedan with 18000 residents is regarded as a city which relies on pottery art and has turned into one of the tourism destinations during recent years. Thus, the present study aimed to evaluate Lalehjin based on branding indices in tourism destinations. To this aim, 165 tourists were selected based on Cochran’s formula during July, August, September, 2018 and given a questionnaire for evaluating demand indices (brand equity). The population were the experts in the tourism sector including those from municipality, Tourism and Cultural Heritage Organization, pottery association, governorate, the house of pottery, and Housing and Urban Organization in Lalejin, Hamedan. Accordingly, 30 experts were selected as the sample. Regarding branding supply for tourism destination, the experts believed that Lalejin can be introduced as a center for pottery art. Based on branding demand, this city is considered as a favorable place. In addition, the results of multiple regression indicated that improving service quality can be regarded as the most important factors for promoting tourism destination brand in Lalehjin.
Introduction
Most studies related to the tourism brand have focused on big cities. During the last two decades, studies on the branding of small cities have also increased. These studies have emphasized the cultural ability, arts, local industries, and social values of small towns in the post-industrial era.
This research aims to investigate the tourism brand in Lalehjin city in Hamadan province. UNESCO has chosen Lalehjin as the world city of pottery.
The questions of the current research are the following:
What is the brand status of tourism destinations in Lalehjin city?
Which of the tourism indicators of Lalehjin play an effective role in promoting the tourism brand?
Methodology
The purpose of this research was applied and developmental, and in terms of its method, it was descriptive and analytical. Data was collected through a library study, and the questionnaire was completed. In order to measure the supply indicators, a survey was conducted among the residents of Lalehjin city. The statistical population was the residents of Lalehjin city. The demand side indicators (special value of the brand) were measured by questioning the passengers. The sample size was selected based on Cochran's formula.
Cronbach's alpha was used to confirm the reliability of the questionnaire. The form and content validity of the questionnaire was also confirmed by three professors of the Department of Human Geography and Education of Shahid Beheshti University. The answer to the first research question was done using a one-sample t-test. The situation of Lalehjin city was investigated from the perspective of supply and demand. The answer to the second question of the research was done using Lambda-Wickels Test.
Results and discussion
The indicators of the destination brand were examined in terms of supply concerning internal stakeholders, investors, and
residents. Supply dimensions have three components as market situation analysis, competitors, and own situation.
The component of recognition and analysis of tourism market trends is not in a favorable situation. In the component of identifying and analyzing competitors who have similar products, Lalehjin city has a favorable situation in terms of relative advantage and competitiveness. It has a relatively favorable position in the presence of similar products index. Most of the indicators are unfavorable in the analysis and investigation of the internal organizational situation.
The results showed that Lalehjin city has good potential and capabilities in terms of supply indicators. In tourism demand indicators, 22 indicators have been examined and compared. Due to its unique features, Lalehjin city has favorable conditions among tourists in terms of destination awareness and brand image. However, this small town, like most other small towns, is not in a favorable situation in terms of tourism services and facilities. This factor may negatively affect tourists' loyalty to this city's brand.
The second research question investigates the most important factors affecting the tourism destination brand of Lalehjin city. In the demand dimension, in the brand awareness component, the logo index of the tourist destination has a predictive power of 0.318. In the mental image component of the destination brand, the good feeling index has a predictive power of 0.405. In the service quality component, the easy access index has a predictive power of 0.457. In the loyalty component, the index of the benefits of tourism destinations with a predictive power of 0.301 is more effective than other components of the tourism brand.
In the supply dimension component, the index of target groups has a predictive power of 0.323; in the competitor component, the competitiveness strength index is 0.344; and in the self-assessment component, the economic equality index is 0.457. More than other components, they can predict the desirability and sustainability of tourism.
Conclusion
The difference between the current research and most other tourism brand studies is that they address branding with an emphasis on small cities. Based on the two-dimensional supply and demand model, besides paying attention to the economic and demand-oriented perspective of tourists, the perspective of local interest groups was also examined. The great advantage of this model is that the image of the destination goes beyond a tourist-oriented approach. According to the questioning of tourists, Lalehjin city has a favorable situation in terms of unique features and differentiation compared to other competitors and a special tourism experience.
However, the quality of welfare services and tourism infrastructure is unfavorable. In general, in terms of demand, Lalehjin city has a relatively favorable situation. There is a need to strengthen the city's state by relying on local and bottom-up creativity and capabilities in the demand field. Because small cities cannot build large shopping complexes, parks, and luxurious hotels, they can find their way with a bottom-up approach and stimulate public participation. In terms of supply, the results indicated that the tourism potential of this city is in a favorable condition. The indicators related to the identification and evaluation of the status of the Lalehjin city destination brand were in a better condition compared to similar competitors, and the opinion of the experts was that Lalehjin city does not have a strong competitor as a tourist destination with an emphasis on the art of pottery. In other words, it is a unique city in this field. However, the two-component indicators of examining the dominant trend of the tourism market and examining and knowing its situation are almost unfavorable.
Funding
There is no funding support.
Authors’ Contribution
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 declaration of competing interest none.
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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