تأثیر تجربه برند مقصد گردشگری بر خلق مشترک ارزش با تمرکز بر نقش میانجی عشق به برند مقصد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت بازرگانی، گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران

2 دانشیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران.

3 دانشیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف این پژوهش، تبیین نقش تجربه گردشگر از برند مقصد گردشگری بر خلق مشترک ارزش در مقصد با تمرکز بر نقش میانجی عشق به برند مقصداست. جامعۀ آماری پژوهش گردشگران داخلی، از خرداد تا اسفندماه 1398 هستند. به‌منظور جمع‌آوری داده‌ها، از روش نمونه­گیری هدفمند برای انتخاب مقاصد گردشگری استفاده شد. سپس با روش نمونه­گیری غیر تصادفی در دسترس، 495 گردشگر برای پاسخ به یک پرسشنامه پژوهشگر ساخته مورد سؤال قرار گرفتند. روایی محتوا و پایایی پرسش‌نامه (با آلفای کرونباخ 91%)تائیدشده است. از مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی، برای تحلیل رابطه بین متغیرهای پژوهش استفاده شد. نتایج نشان می‌دهد، تجربه برند مقصد در سه بُعد تجربه ذهنی، تجربه عاطفی و تجربه رفتاری بر عشق به برند مقصد تأثیر مثبت می‌گذارد؛ وعشق به برند مقصد به‌عنوان میانجی بر ابعاد خلق مشترک ارزش شامل: مشارکت، تعامل و تسهیم دانش تأثیر مثبت دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love

نویسندگان [English]

  • Javad Rezaei Hajiabadi 1
  • Majid Mohammad Shafiee 2
  • Ali Kazemi 3
1 Management, Department of Management, University of Isfahan, Isfahan, Iran
2 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran.
3 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran
چکیده [English]

 
The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domestic tourists from May 2019 to February 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 495 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 91%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing.
 

کلیدواژه‌ها [English]

  • The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domest
  • purposive sampling method was used to select tourism destinations. Then
  • using the convenience non-random sampling method
  • 495 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 91%) were confirmed. Structural equation modeling with partial least squares approach was used t
  • i.e
  • mental experience
  • emotional experience
  • and behavioral experience
  • have a positive effect on destination brand love. Moreover
  • the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation
  • including: participation
  • interaction
  • and knowledge sharing

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