بررسي ارتباط مشاركت پايدار گردشگران و ارزش ويژه برند مقصد گردشگري (مورد مطالعه: شهر اصفهان)

Exploring the relationship between enduring travel involvement and destination brand equity (case study: Isfahan

در بازار بسيار رقابتي صنعت گردشگري، بازاريابان مقصد دائماً به دنبال افزايش ارزش ويژه برند خود با تمركز بر تعدادي از عوامل كليدي هستند. ارزش ويژه برند مقصد به طور مستقيم تحت تأثير ادراكات بازديدكنندگان در مورد مقصد است. از جمله عواملي كه بر ادراكات افراد اثر مي‌گذارد، انگيزه و علاقه فرد نسبت به سفر به مقصد مي‌باشد. علاقه فرد به انجام فعاليتي به خصوص، چون سفر به صورت پي در پي و مداوم به يك مقصد گردشگري خاص، مشاركت پايدار سفر ناميده مي‌شود. هدف پژوهش حاضر بررسي تأثير مشاركت پايدار سفر گردشگران داخلي شهر اصفهان بر ارزش ويژه برند اين مقصد گردشگري است. در اين پژوهش شهر اصفهان به دليل برخوداري از جاذبه‌هاي فراوان گردشگري و نقش به سزاي آن در تأمين درآمدهاي حاصل از گردشگري انتخاب شده است. اصفهان قطب گردشگري ملي ايران محسوب مي‌شود كه ساليانه پذيراي هزاران بازديدكننده است و از اين جهت مقصد بسيار مطلوبي براي پژوهش‌هاي علمي و تحقيقات گردشگري است. بر اين اساس در اين تحقيق، فضاي نمونه 143 نفري از ميان تمام گردشگران داخلي شهر اصفهان در بازه زماني تير و مرداد سال 1393 با استفاده از فرمول كوكران براي جامعه نامحدود انتخاب شد. ابزار گردآوري داده‌ها پرسشنامه بوده است كه پس از تأييد روايي و پايايي آن، داده‌ها جمع‌آوري شده و با استفاده از نرم‌افزار اسمارت پي ال اس مورد تحليل قرار گرفته است. نتايج تحقيق حاكي از آن است كه لذت از سفر، اهميت از سفر و خودبيان گري تأثير مثبت بر مشاركت پايدار سفر دارند و از اين بين اهميت سفر با ضريب مسير 0/445 بيشترين تأثيرگذاري را بر مشاركت پايدار سفر دارد. همچنين مشاركت پايدار سفر از طريق اثرگذاري بر آگاهي از برند، تصوير برند و كيفيت ادراك شده برند بر وفاداري به برند مقصد مؤثر است. وفاداري به برند مقصد نيز با ضريب مسير 0/654 بر ارزش ويژه برند مقصد گردشگري تأثيري مستقيم دارد.

1-Introduction At the same time increasing the range of tourism options and more competitive in the tourism destinations, the idea used of brand destination to increase value is the many attention(Williams, Gil and Chara 2004 149). To measure destination brand equity, attention to its constituent elements is necessary. So far, some of the ways to increase destination brand equity, such as creating a strong emotional attachment through destination loyalty and destination image is examined. But, the effect of enduring travel involvement, as the interest rate to  travel is a new ideas. Review of enduring travel involvement studies, has shown that it play a constructive role in developing destination brand equity(McIntyre, 1989 596). Therefore, in this study, the rol of enduring travel involvement in the development of brand equity is examined. In this study, by reviewing relevant research literature, the travel enjoyment, the importance of travel and tourist self-expression as three constituent elements on enduring travel involvement is intended. Then, the impact of enduring travel involvement on the destination brand awareness, destination brand image, destination brand quality and destination brand loyalty as factors influencing the development of destination brand equity, is studied.  2- Theoretical bases 2-1- Enduring travel involvement: Enduring travel involvement is a person’s baseline involvement, which is the default state reflecting the amount of interest, arousal, or emotional attach- ment one has with travel. It occurs even when the action of travel is not operative or one is not planning a trip or visiting a destination. Such interest in travel may arise from an individual’s perception that travel meets important values and goals. Endur- ing travel involvement is the value that one prescribes to the pleasure of travel. 2-2- Travel enjoyment: This measure is conceptualized as the acknowledged significance of an activity (in this case an adventure tourism activity) and the pleasure derived from participation in that activity. This enjoyment dimension was created using items related to importance of participation and enjoyment (Beckman, 2013). 2-3- Self-Expression: The second dimension of enduring involvement is self-expression. Self-expression is the degree to which participants express their individuality through the setting. Self-expression denotes the impression of the self that consumers wish to express to others through their participation in the tourism activity. The activity provides the opportunity for self-affirmation, and allows consumers to be themselves (Beckman, 2013). 2-4- Travel Importance: The third dimension of enduring involvement. If the activity is important to the consumer, then the consumer will be more involved with the activity and it will place a greater meaning to that adventure consumer. According to Mittal (1989), importance is a primary factor for an enduring and lasting involvement (Beckman, 2013). 2-5- Destination brand awareness:  Destination brand awareness is consumer's ability to recognize or recall a brand specific destination that create destination image in the minds of potential tourists (Koneknik and Gartner, 2007). 2-6- Destination brand image: Destination brand image is defined by Woodward (2000) as, "Brand perceptions of the brand that reflected in the consumer's mind by brand associated markers (Imani khoshkhoo and Aubi Yazdi, 1389). 2-7- Destination brand loyalty: Destination brand loyalty is a situation that indicates how likely a customer is to bring another brand, especially when that brand is no change in price or other aspects of product creation is stopped (Iranzadeh et al, 1391). 2-8- Destination brand quality: Perceived quality of the brand, is the consumer's perception of the overall quality or superiority of a product or service than other products or services (Imani khoshkhoo and Aubi Yazdi, 1389). 3- Discussion In this paper, after examined conceptual model by using smart pls software, it became apparent conceptual model is a good fit. Then hypotheses were examined. Results indicate that all hypotheses were confirmed.