تأثير تصوير برند مقصد بر قصد بازديد مجدد: نقش واسطه‌اي تجربه به‌يادماندني گردشگري، شخصيت و رضايت از مقصد گردشگري

The effect of destination brand image on revisit intention: the mediator role of destination personality, memorable tourism experiences and destination satisfaction

تصوير مقصد، نقطه شروع يك بازاريابي گردشگري موفق است، زيرا تصوير و تجربيات سفر بازديدكنندگان، افكار آن‌ها را به يك مقصد خاص پيوند مي‌دهد. ازاين‌رو، هدف از پژوهش حاضر بررسي تأثير تصوير برند مقصد بر قصد بازديد مجدد: نقش واسطه‌اي شخصيت، تجربه به‌يادماندني و رضايت از مقصد گردشگري است. روش تحقيق توصيفي و از نوع همبستگي مي‌باشد. جامعه آماري اين پژوهش كليه گردشگراني است كه در بهار 1398 به شهر اردبيل سفركرده‌اند. به دليل حجم نامحدود جامعه آماري تحقيق 450 پرسشنامه به‌صورت تصادفي در ميان گردشگران توزيع و 420 پرسشنامه بازگشت داده شد. براي گردآوري داده‌هاي پژوهش، از 5 پرسشنامه استاندارد حاوي 26 سؤال استفاده شد. به‌منظور تجزيه‌وتحليل داده‌ها از نرم‌افزار Spss و Lisrel و مدل معادلات ساختاري استفاده‌شده است. يافته‌هاي تحقيق نشان داد كه تصوير برند مقصد بر قصد بازديد مجدد از مقصد تأثير معني‌داري دارد. همچنين يافته‌هاي پژوهش حاكي از آن بود كه تجربه به‌يادماندني گردشگري، شخصيت و رضايت از مقصد در رابطه بين تصوير برند مقصد و قصد بازديد مجدد از مقصد نقش واسطه‌اي دارد. بر اساس نتايج تحقيق به برنامه ريزان حوزه گردشگري پيشنهاد مي‌شود در راستاي افزايش قصد بازديد مجدد گردشگران، تصوير برند مقصد گردشگري را مدنظر قرار دهند و با توجه به ابعاد تصوير برند مقصد، تلاش نمايند تصوير بهتري از برند مقصد گردشگري در ذهن گردشگران ايجاد نمايند تا از اين طريق احتمال بازديد مجدد گردشگران از مقصد گردشگري را افزايش دهند.

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.