چكيده لاتين :
Introduction
The concept of destination marketing has been a key factor in the strategy of many local
communities for more than a decade, seeking to gain a competitive advantage in a particular
field (eg, production, tourism, art, sports). Today, Tourism destinations have fierce competition
with each other. Tourist destinations marketing provides a way to differentiate a destination
from its competitors and is considered as an important tool to increase the competitiveness of
tourism destinations. Revisit Intention is one of the concepts considered in destination
marketing. One of the issues facing tourism marketers is determining the factors associated with
the intention to revisit tourists so that they can be effective in re-attracting current tourists. The
destination brand image is an important factor in the development of tourism and destination
marketing. In fact, tourists travel to destinations to visit their mental images. The destination
personality attributes human personality traits (eg, intimate, exciting, attractive, etc.) to a tourist
destination. The character of the destination creates a special kind of tourism experience. In fact,
the tourism experience is the essence of the tourism industry and hospitality. Researchers argue
that memorable tourism experiences affect tourist satisfaction and are the best predictor of
future tourist behavior. The present study examines the impact of the destination brand image
on the revisit intention, introduces suitable grounds for the success of tourism destinations, and
offers strategies to guide tourism managers. Therefore, this study examines the mediating role
of selected components of tourist destination marketing, including the memorable experience of
tourism, destination personality and satisfaction in the relationship between the destination
image and the intention to revisit the tourist destination.
Methodology
The present study is an applied and descriptive-correlational research. The statistical population
of the study included tourists visiting Ardabil in the spring of 2019. Also in the present study,
the data collection tool is the standard questionnaire consisting of 26 main questions for the
variables of the destination brand image, intention to revisit the destination, destination
personality, experience and satisfaction of the destination, which is based on 5-point Likert
range. According to Morgan's table, the sample size was estimated at 384 people. We distribute
450 questionnaires and 420 complete questionnaires were collected and analyzed. Cronbach's
alpha results and the combined reliability coefficient (CR) confirmed the reliability of the
questionnaire. To analyze the hypotheses, Lisrel software and structural equation modeling
methods were used to test the hypotheses derived from the theoretical research model.
Results and discussion
This group of people, with a total of 160 people, accounted for 38.1% of the total sample size.
In addition, people with a bachelor's degree show a higher frequency than other members of the
sample. With a large population of 223, the group accounted for a total of 53.1% of the total
sample. Also, in the study of the number of trips to Ardabil, 4 to 5 times with a frequency of
150 people had the highest frequency. In the variable study period of residence, 2 to 3 days with
a frequency of 122 people, in total, 29% of the total sample has been allocated. Also, in the
study of income variable, it was found that people with an income of 10 to 20 million Rials with
168 people had the highest frequency.The first hypothesis of the research states that the
destination image affects the intention to revisit it; the T-value of this hypothesis is 7.79, which
indicates that this hypothesis is confirmed. Also, the beta coefficient of this hypothesis (β) is
equal to 0.76, since the path coefficient obtained is positive, so this relationship is direct. In
order to test the other three hypotheses of the research, which have an intermediate variable, the
Sobel test was used according to the obtained path coefficient. The z-value of the three
hypotheses -that had a intermediate variable- was 2.38, 8.45 and 2.65. Based on the results of
the research, it can be said that the destination personality, the memorable experience of the
tourist and the satisfaction of the destination in the relationship between the destination brand
image and the revisit intention, have a positive and significant mediating role.
Conclusion
The results of the hypotheses confirmed the positive relationship between the destination brand
image and the revisit intention and also confirmed the mediating role of the destination
personality, experience and satisfaction of the destination; therefore, focusing on improving the
brand image of the destination can be one of marketing strategies to increase competitiveness
and differentiation of destination. Based on the obtained results, it is suggested that the
destination management improve the mental image of the destination among tourists by carrying
out advertising and promotional activities. Based on the obtained results, it is suggested that the
destination managers, create the facilities of tourism infrastructure and valuable features in the
tourist destinations, in order to improve the satisfaction and loyalty of tourists to the destination.
According to the research results, destination managers should pay more attention to improving
the quality of tourists' experience when determining and formulating long-term strategies; In
order to create the facilities of tourism infrastructure and valuable features in tourism
destinations, more serious efforts should be made to improve the satisfaction and loyalty of
tourists to their destinations. Also, in order to motivate the reuse of tourism services, the
consumption behavior of tourists should be analyzed and their basic needs should be identified.
