بررسی تأثیر آمیخته بازاریابی بر ارزش ادراک شده، تصویر مقصد و وفاداری گردشگران در راستای توسعه پایدار گردشگری (مطالعه موردی: شهر ساحلی آستارا)
محورهای موضوعی :
مطالعات توسعه اجتماعی ایران
محمد علیزاده
1
,
محمد رحیمی
2
,
سعیده اسماعیلی
3
,
سونیا ازهری
4
1 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
2 - گروه علوم اجتماعی، واحد خلخال، دانشگاه آزاد اسلامی، خلخال، ایران (نویسنده مسئول)
3 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
4 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
تاریخ دریافت : 1399/05/25
تاریخ پذیرش : 1399/05/25
تاریخ انتشار : 1399/02/01
کلید واژه:
آمیخته بازاریابی,
کیفیت ادراک شده,
ارزش ادارک شده,
تصویر مقصد گردشگری,
شهر آستارا,
چکیده مقاله :
هدف این مطالعه بررسی رابطه‌ی آمیخته‌ی بازاریابی با وفاداری، ارزش ادراک شده، کیفیت ادراک شده و تصویر مقصد است. روش تحقیق مورد استفاده از حیث هدف کاربردی و از نظر روش، توصیفی پیمایشی می‌باشد که هدف آن تعیین تاثیر عوامل منتخب آمیخته بازاریابی خدمات (قیمت، شواهد فیزیکی، افراد، توزیع و پیشبرد فروش) بر کیفیت ادراکی، وفاداری، ارزش ادراکی و تصویر مقصد گردشگران منطقه آستارا می‌باشد. جامعه هدف تحقیق کلیه گردشگران ورودی به شهر آستارا می‌باشد و برای جمع‌آوری داده‌ها از پرسشنامه استفاده شده است. برای این پژوهش از 400 پاسخ دهنده کمک گرفته شده است. برای تحلیل مدل مفهومی از روش رگرسیون خطی به کمک نرم افزار SPSS بهره گرفته شده است. مقدار آلفای کرونباخ پرسشنامه برابر با 0.788 به دست آمد که از مقدار 0.7 بزرگتر می‌باشد که به این ترتیب پایایی مورد تایید قرار گرفت. نتایج پژوهش نشان داد که افراد، قیمت و شواهد فیزیکی بیشترین تاثیر را بر ارزش ادراک شده، تصویر مقصد و کیفیت ادارکی دارند و در نهایت به مدیران مقاصد گردشگری جهت افزایش ارزش و کیفیت ادراکی و همچنین تصویری مطلوب از مقصد پیشنهاداتی ارائه گردیده است.
چکیده انگلیسی:
The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of selected marketing mix of services (price, physical evidence, people, place and promotion) on perceived quality, loyalty, perceived value and destination image of tourists who visit Astara area. The target group of the study is all tourists entering the Astara city and in order to collect data the questionnaire distributed among 400 respondents. To analyze the conceptual model, linear regression has been utilized as well as enjoying SPSS software. The Cronbach's alpha value of the questionnaire is 0.788, which is greater than 0.7, therefore the reliability confirmed. The results indicate that people, prices and physical evidence have the most significant impact on perceived value, image of destination and perceived quality. Finally, there are some recommendation for managers of tourism destinations in order to value and perceived quality increasing as well as desirable image of destination.
منابع و مأخذ:
Anari deghani, F., Rezaei Dolatabadi, H., Ghaffari, M. (2014): Analysis of factors influencing tourists' loyalty to tourism destinations (Case study: Foreign tourists traveling to Isfahan city). Journal of Management of Organizational Culture, No. 3, 865 -882, [Persian].
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Chen, J. S. and Gursoy, D. (2001). An investigation of tourists’ destination loyalty and preferences, International Journal of Contemporary Hospitality management, 13(2): 79–85.
Darnell, A.C. and Johnson, P.S. (2001). Repeat visits to attractions: A preliminary economic analysis, Tourism Management, 22: 119–126.
Dristiks, N. (2004). Tourism as iongorun economic grouth factor an empirical investigasion for greece, tourism economic, 10: 20-28.
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Esmaeili, F., Khodadad, M. (2015): Assessing the effects of coastal tourism on the level of tourist satisfaction, the case study of Astara Coastal shore, The second national tourism conference, national capital and future prospects, [Persian].
Ghadiri Masum M., Mojbatei, Souri, F., Shafiei Arabi, A., Bahrami, M. (2013). Evaluation and Prioritization of Indicators Effecting on Marketing of Rural Tourism with Marketing Mix Model 7p; Case Study: Selected Cities of Mazandaran Province. Quarterly Journal of Urban and Rural Management, No. 32, 139-152, [Persian].
Gholizadeh Sarvari, N. (2012). Destination Brand Equity, Satisfaction and Revisit Intention: an Application in TRNC as a Tourism Destination, (MS Dissertation), Eastern Mediterranean University.
Gitelson, R.J. and Crompton, J.L. (1984). Insights into the repeat vacation phenomenon. Annals of Tourism Research, 11: 199–217.
Hassannejad, M., Barati, J., Rafiei, H., Mazhari, M. (2014). Identification of Development Strategies for Religious Tourism Investment in Iran (Case Study: Imam Reza Shrine). Journal of Tourism Planning and Development, Third Year, No. 9: -88109, [Persian].
Hemmati, R., Zahrani, D. (2014), Investigating factors affecting the satisfaction and loyalty of foreign tourists to Isfahan as a tourism brand. Journal of Tourism Planning and Development, Third Year, No. 10, 182-204), [Persian].
Huang, R. and Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix, Journal of Business Research, Vol. 65, pp. 92–99.
Huh, J. (2006). Destination Branding as an Informational Signal and Its Influence on Satisfaction and Loyalty in the Leisure Tourism Market, (PhD Dissertation) Virginia Technology University.
Ilkhani, L., Shariatpanahi,V., Aghazadeh, M., Moghadamnia, E. (2016). The Impact of Tourism Management on Social and Cultural Developments in Qom. Urban and Rural Management Quarterly, No. 45, 321-338, [Persian].
Imani Khoshko, M., Ayoubi Yazdi, H. (2010). Comparative Comparison of the Value of the Brand of Kish and Qeshm Tourist Destinations from the Perceptions of Internal Tourists. Proceedings of the 6th National Cultural-Tourism Conference of the Persian Gulf), [Persian].
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Iranzadeh, S., Ranjbar, A., Poursadegh, N. (2012): Evaluating the effect of marketing mix on brand equity. Journal of Research in Marketing Research of the second year, number 3, serial number (6), [Persian].
Jung Sun, K. H. (2013). Experience, Attraction, and Perceived Value of the Seniors Community Chorus Concert, International Review of Management and Business Research, (2) 1: 234-249.
Kazemi, M. (2008). Analysis of the perception of Zahedani's citizens in the development of tourism in Chabahar. Geography and Development Quarterly, No. 12, 81-100, [Persian].
Kazemi, M. (2011). Tourism Management. Party Publishing, Tehran, First Edition, Fifth Edition, [Persian].
Khajeh Shahkouei, A., Madanlou Jouibari, M. (2012). Investigating the Role of Safety in the Development of Tourism in the Border Areas Case Study of the Astara Frontier Region, National Conference on Border and Security Cities, Challenges and Approaches, University of Sistan Baluchestan, [Persian].
Kim, J. and Hyum, Y., (2010). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management. V.40 .424-438.
Konecnik, M. and De Chernatony, L. (2010). A Systematic Approach to Branding Slovenia, Paper Presented at 2010 Thought Leaders, International Conference on Brand Management, Lugano, Switzerland.
Kozak, M. (2001). Repeaters’ behavior at two distinct destinations, Annals of Tourism Research, 28(3): 784–807.
Kozak, M. and Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination, Journal of Travel Research, 38(1): 260-269.
Lin, H. H. (2011). A Multidimensional Customer-based Brand Equity and its Application to Religious Events: The Case of Mazu, (Phd Dissertation) Texas Technology University.
Milman, A. and Pizam, A. (1995). The role of awareness and familiarity with a destination: the central Florida case, Journal of Travel Research, 33(3): 21-27.
Nam, J., Ekinci, Y. and Whyatt, G. (2011). Brand Equity, Brand Loyalty and Consumer Satisfaction, Annals of Tourism Research, (38) 3: 1009–1030.
Pamela, L, A., Robert, B, S. (1999). Strategies for building consumer brand preference. Journal product & brand management, 8(2) 130-144.
Petrick, J.F., Morais, D.D. and Norman, W. (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit, Journal of Travel Research, 40:41–48.
Reichheld, F.F. and Sasser, W.E. (1990). Zero, defection: Quality comes to service, Harvard Business Review, 68(1): 105–111.
Ross, G.F. (1993). Ideal and actual images of backpacker visitors to northern Australia, Journal of Travel Research, 32(2): 54–57.
Sehat, S., Rostami, H., Kashkoli, M. (2012). The Effect of Marketing Mix on the Special Value of the Commercial Name of the Entrepreneur Insurance Company. Commercial Business Management School, Tehran University. Volume 4. Number 12, 71-90, [Persian].
Soleimani, S., Mansouri Moeid, F. (2012). Marketing Tools and Mental Image of Tourists from Destination. Journal of Tourism Management Studies, seventh year, No. 18, 91-111, [Persian].
9.
Tong, X. and Hawley, J. (2009). Creating brand equity in the Chinese clothing markets the effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management. Vol. 13 No. 4, pp. 566-581.
Yoon, Y., Lee, J. and Lee, C. (2010). Measuring Festival Quality and Value Affecting Visitors' Satisfaction and Loyalty Using a Structural Approach, International Journal of Hospitality Management, 29: 335-342.
Yuksel, A. (2001). Managing customer satisfaction and retention: A case of tourist destinations, Turkey, Journal of Vacation Marketing, 7(2): 153–168.
Zanganeh, Y., Shamsollahzadeh, Y. (2012). Investigating and analyzing the role of the destination image in the development of tourism industry (Case study: Tabriz Metropolis). Journal of Geography and Planning, Volume 16, Issue 41, 153-168, [Persian].
Zeithaml, V.A (1998). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal if Marketing, 52(3) 2-22.
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Anari deghani, F., Rezaei Dolatabadi, H., Ghaffari, M. (2014): Analysis of factors influencing tourists' loyalty to tourism destinations (Case study: Foreign tourists traveling to Isfahan city). Journal of Management of Organizational Culture, No. 3, 865 -882, [Persian].
Baker, D. A. and Crompton, J. L. (2000). Quality, satisfaction, and behavior intentions, Annals of Tourism Research, 27(3): 785–804.
Beerli, A. and Marting, J.D. (2004), Factors Influencing Destination Image, Annals of Tourism Research, 31(3) 657-681.
Beristain, J and Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer services. Vol.18,.562–574.
Brady, M. K. and Cronin, J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach, Journal of Marketing 65(Jul.): 34-49
Chao, W. Z. (2005). Marketing tools as factors in destination image formation. Master of Science Dissertation, San Jose state university.
Charlotte M. Echtner and J.R. Brent Ritchie (2003) The meaning and measurement of destination image, the Journal of Tourism Studies Vol. 14, No, 1.
Chen, C.-F.y Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management, 31 (1), 29–35.
Chen, J. S. and Gursoy, D. (2001). An investigation of tourists’ destination loyalty and preferences, International Journal of Contemporary Hospitality management, 13(2): 79–85.
Darnell, A.C. and Johnson, P.S. (2001). Repeat visits to attractions: A preliminary economic analysis, Tourism Management, 22: 119–126.
Dristiks, N. (2004). Tourism as iongorun economic grouth factor an empirical investigasion for greece, tourism economic, 10: 20-28.
Echtner, C. M & .Ritchie, J. R. C. (1993). The meaning and measurement of destination image .Journal of Tourism Studies.4. 37-48.
Esmaeili, F., Khodadad, M. (2015): Assessing the effects of coastal tourism on the level of tourist satisfaction, the case study of Astara Coastal shore, The second national tourism conference, national capital and future prospects, [Persian].
Ghadiri Masum M., Mojbatei, Souri, F., Shafiei Arabi, A., Bahrami, M. (2013). Evaluation and Prioritization of Indicators Effecting on Marketing of Rural Tourism with Marketing Mix Model 7p; Case Study: Selected Cities of Mazandaran Province. Quarterly Journal of Urban and Rural Management, No. 32, 139-152, [Persian].
Gholizadeh Sarvari, N. (2012). Destination Brand Equity, Satisfaction and Revisit Intention: an Application in TRNC as a Tourism Destination, (MS Dissertation), Eastern Mediterranean University.
Gitelson, R.J. and Crompton, J.L. (1984). Insights into the repeat vacation phenomenon. Annals of Tourism Research, 11: 199–217.
Hassannejad, M., Barati, J., Rafiei, H., Mazhari, M. (2014). Identification of Development Strategies for Religious Tourism Investment in Iran (Case Study: Imam Reza Shrine). Journal of Tourism Planning and Development, Third Year, No. 9: -88109, [Persian].
Hemmati, R., Zahrani, D. (2014), Investigating factors affecting the satisfaction and loyalty of foreign tourists to Isfahan as a tourism brand. Journal of Tourism Planning and Development, Third Year, No. 10, 182-204), [Persian].
Huang, R. and Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix, Journal of Business Research, Vol. 65, pp. 92–99.
Huh, J. (2006). Destination Branding as an Informational Signal and Its Influence on Satisfaction and Loyalty in the Leisure Tourism Market, (PhD Dissertation) Virginia Technology University.
Ilkhani, L., Shariatpanahi,V., Aghazadeh, M., Moghadamnia, E. (2016). The Impact of Tourism Management on Social and Cultural Developments in Qom. Urban and Rural Management Quarterly, No. 45, 321-338, [Persian].
Imani Khoshko, M., Ayoubi Yazdi, H. (2010). Comparative Comparison of the Value of the Brand of Kish and Qeshm Tourist Destinations from the Perceptions of Internal Tourists. Proceedings of the 6th National Cultural-Tourism Conference of the Persian Gulf), [Persian].
Imani Khoshko, M., AyoubiYazdi, H. (2010). Factors Affecting the Brand Value in the Destination of Tourism in Yazd. Journal of Tourism Studies, No. 13, 113-137. [Persian].
Iranzadeh, S., Ranjbar, A., Poursadegh, N. (2012): Evaluating the effect of marketing mix on brand equity. Journal of Research in Marketing Research of the second year, number 3, serial number (6), [Persian].
Jung Sun, K. H. (2013). Experience, Attraction, and Perceived Value of the Seniors Community Chorus Concert, International Review of Management and Business Research, (2) 1: 234-249.
Kazemi, M. (2008). Analysis of the perception of Zahedani's citizens in the development of tourism in Chabahar. Geography and Development Quarterly, No. 12, 81-100, [Persian].
Kazemi, M. (2011). Tourism Management. Party Publishing, Tehran, First Edition, Fifth Edition, [Persian].
Khajeh Shahkouei, A., Madanlou Jouibari, M. (2012). Investigating the Role of Safety in the Development of Tourism in the Border Areas Case Study of the Astara Frontier Region, National Conference on Border and Security Cities, Challenges and Approaches, University of Sistan Baluchestan, [Persian].
Kim, J. and Hyum, Y., (2010). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management. V.40 .424-438.
Konecnik, M. and De Chernatony, L. (2010). A Systematic Approach to Branding Slovenia, Paper Presented at 2010 Thought Leaders, International Conference on Brand Management, Lugano, Switzerland.
Kozak, M. (2001). Repeaters’ behavior at two distinct destinations, Annals of Tourism Research, 28(3): 784–807.
Kozak, M. and Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination, Journal of Travel Research, 38(1): 260-269.
Lin, H. H. (2011). A Multidimensional Customer-based Brand Equity and its Application to Religious Events: The Case of Mazu, (Phd Dissertation) Texas Technology University.
Milman, A. and Pizam, A. (1995). The role of awareness and familiarity with a destination: the central Florida case, Journal of Travel Research, 33(3): 21-27.
Nam, J., Ekinci, Y. and Whyatt, G. (2011). Brand Equity, Brand Loyalty and Consumer Satisfaction, Annals of Tourism Research, (38) 3: 1009–1030.
Pamela, L, A., Robert, B, S. (1999). Strategies for building consumer brand preference. Journal product & brand management, 8(2) 130-144.
Petrick, J.F., Morais, D.D. and Norman, W. (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit, Journal of Travel Research, 40:41–48.
Reichheld, F.F. and Sasser, W.E. (1990). Zero, defection: Quality comes to service, Harvard Business Review, 68(1): 105–111.
Ross, G.F. (1993). Ideal and actual images of backpacker visitors to northern Australia, Journal of Travel Research, 32(2): 54–57.
Sehat, S., Rostami, H., Kashkoli, M. (2012). The Effect of Marketing Mix on the Special Value of the Commercial Name of the Entrepreneur Insurance Company. Commercial Business Management School, Tehran University. Volume 4. Number 12, 71-90, [Persian].
Soleimani, S., Mansouri Moeid, F. (2012). Marketing Tools and Mental Image of Tourists from Destination. Journal of Tourism Management Studies, seventh year, No. 18, 91-111, [Persian].
9.
Tong, X. and Hawley, J. (2009). Creating brand equity in the Chinese clothing markets the effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management. Vol. 13 No. 4, pp. 566-581.
Yoon, Y., Lee, J. and Lee, C. (2010). Measuring Festival Quality and Value Affecting Visitors' Satisfaction and Loyalty Using a Structural Approach, International Journal of Hospitality Management, 29: 335-342.
Yuksel, A. (2001). Managing customer satisfaction and retention: A case of tourist destinations, Turkey, Journal of Vacation Marketing, 7(2): 153–168.
Zanganeh, Y., Shamsollahzadeh, Y. (2012). Investigating and analyzing the role of the destination image in the development of tourism industry (Case study: Tabriz Metropolis). Journal of Geography and Planning, Volume 16, Issue 41, 153-168, [Persian].
Zeithaml, V.A (1998). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal if Marketing, 52(3) 2-22.
