ارائه مدل بازاریابی شخصیت برند به‌منظور افزایش وفاداری مشتریان در مقاصد گردشگری (مطالعه موردی: جزیره کیش)

محورهای موضوعی : فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهری

رضا بیگ مرادی ¹ (گروه مدیریت بازرگانی، واحد بین‌المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران)
علیرضا روستا ² (استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، شهر قدس، ایران)
اسفندیار دشمن زیاری ³ (استادیار، گروه مدیریت، واحد اسلام‌شهر، دانشگاه آزاد اسلامی، اسلام‌شهر، ایران)

تاریخ دریافت : 1399/07/10 تاریخ پذیرش : 1399/08/06 تاریخ انتشار : 1399/11/01

کلید واژه: شخصیت برند, وفاداری, مقاصد گردشگری, جزیره کیش,

چکیده مقاله :

در تحقیق حاضر به ارائه مدل بازاریابی شخصیت برند به‌منظور افزایش وفاداری مشتریان در مقاصد گردشگری پرداخته شده است. روش تحقیق از نوع کاربردی و از لحاظ رویکرد، اکتشافی - تبیینی و شیوه انجام نیز به‌صورت آمیخته (کیفی-کمی) است. جامعه آماری در بخش کیفی شامل کارشناسان و خبرگان مدیریت شهری و گردشگری و در بخش کمی شامل گردشگران داخلی ورودی به جزیره کیش در تابستان 1399 است؛ که از میان گروه اول به روش گلوله برفی هدفمند تعداد 13 نمونه و از میان گروه دوم به روش تصادفی ساده تعداد 85 نمونه، انتخاب گردید. در این تحقیق برای تجزیه و تحلیل اطلاعات در بخش کیفی از تئوری داده بنیاد و در بخش کمی از مدل‌سازی معادلات ساختاری استفاده شد. یافته‌های مبتنی بر نظریه داده بنیاد در بخش کیفی نشان داد، عوامل بازاریابی از طریق 5 عنصر خدمت/محصول، قیمت، تبلیغ، ترویج و مکان و عوامل مدیریتی از طریق 3 مؤلفه رهبری کارآمد، مدیریت منابع انسانی و سیاست‌های گردشگری موجب ایجاد شخصیت برند در جزیره کیش می‌شود؛ شخصیت برند ایجادشده نیز موجب ایجاد برندسازی شهری می‌گردد. همچنین، زیرساخت‌ها از قبیل خدمات اقامتی-بهداشتی، حمل‌ونقل و غذا (رستوران‌ها) به عنوان شرایط زمینه و قابلیت‌های محیطی از قبیل عوامل سیاسی و امنیتی، اقتصادی و فرهنگی-اجتماعی به عنوان عوامل مداخله‌گر بر برندسازی شهری در جزیره کیش تأثیر گذاشته و در نهایت موجب وفاداری به برند می‌شود که هم برای گردشگران و هم برای جزیره کیش سودآوری خواهد داشت. یافته‌های کمی نیز تاییدی بر یافته‌های بخش کیفی است؛ به طوری که نتایج حاصل از مدل‌سازی معادلات ساختاری نشان داد، در سطح اطمینان 95 درصد بازاریابی و مدیریت بر شخصیت برند؛ شخصیت برند، عوامل محیطی و زیرساخت‌ها بر برندسازی شهری؛ و برندسازی شهری بر وفاداری به برند مؤثر است.

چکیده انگلیسی:

In this research, the brand personality marketing model has been presented in order to increase customer loyalty in tourism destinations. The research method is applied and in terms of approach, he is exploratory-explanatory and the research method is mixed (qualitative-quantitative). The statistical population in the qualitative part includes experts and experts in urban management and tourism and in the quantitative part includes domestic tourists entering Kish Island in the summer of 1399; From the first group, 13 samples were selected by targeted snowball method and from the second group, 85 samples were selected by simple random method. In this research, for data analysis in the qualitative part, Grounded theory was used and in the quantitative part, structural equation modeling was used. Findings based on the data theory of the foundation in the qualitative section showed that marketing factors through 5 elements of service / product, price, advertising, promotion and location and management factors through 3 components of effective leadership, human resource management and tourism policies create brand personality in Kish Island; And the personality of the created brand also creates urban branding. Also, infrastructure such as accommodation-health services, transportation and food (restaurants) as background conditions and environmental capabilities such as political and security, economic and socio-cultural factors as interfering factors affect urban branding in Kish Island and finally It causes loyalty to the brand, which will be beneficial for both tourists and Kish Island. Quantitative findings also confirm the findings of the qualitative section; As the results of structural equation modeling showed, at 95% confidence level of marketing and management on brand personality; Brand personality, environmental factors and infrastructure on urban branding; And urban branding affects brand loyalty.

منابع و مأخذ:

1. Aaker, J. (1997). "Dimensions of brand personality". Journal of Marketing Research, Vol 34, pp347-356.


2. Ahn, T. Ekinci, Y.,& Li, G. (2013). "Self-congruence, functional congruence, and destination choice". Journal of Business Research, Volume 66, Issue 6, June 2013, Pages 719-723


3. Akbarian, Saeed Reza., Rastegar, Ebrahim (2019). "Analysis and Prioritization of Components of Marketing Mix in Urban Tourism Development (Case Study: Shiraz). Journal of Urban Research and Planning, 10, 38, 25-38.


4. Amini, Abbas., Bakhti, Samira., Babajmali, Farhad (2015). "Assess the attitude of the host community to the development of tourism in rural areas. Journal of Tourism Management Studies, 10, 30, 77-110.


5. Arvin, Mahmoud (2019). "Evaluation of the effects of spatial attachment on the rate of social resilience in cities (Case study: Tehran metropolitan area 12). Journal of Urban Planning and Research, Articles 7, 10, 38, Fall 2017, 76-88.


6. Bahari, Jafar., Farahani, Banafsheh., Bahari, Shahla., Bazleh, Marjan., Bahari, Hamed (2016). "The effect of brand equity on consumer satisfaction and brand loyalty in the hotel industry (Case study: Five-star hotels in Tabriz). Journal of Urban Research and Planning, 7, 26, 174-193.


7. Buil, I. & Martı´nez, E. (2013). "The influence of brand equity on consumer responses. Journal of Consumer Marketing. 30(1): 62–74.


8. Chen, N. C, Dwyer, L, Firth, T. J. J. o. H, & Management, T. (2018). "Residents' place attachment and word-of-mouth behaviours: A tale of two cities. 36, pp. 1-11.


9. Cheng, Fei-Fei., Wu, Chin-Shan., Chen, Yi-Chieh. (2018). "Creating customer loyalty in online brand communities, Computers in Human Behavior, Available online 13 October 2018, in press.


10. Coelho, Pedro Simões., Rita, Paulo., Santos, Zélia Raposo. (2018). "On the relationship between consumer-brand identification, brand community, and brand loyalty, Journal of Retailing and Consumer Services, Volume 43, July 2018, Pages 101-110.


11. Das, Gopal. (2014). "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender, Journal of Retailing and Consumer Services, Volume 21, Issue 2, March 2014, Pages 130-138.


12. Ferns. B. H and Walls. A. (2012). "Enduring travel involvement, Destination brand equity and Traveler’s visit intentions: A structural model analysis". Journal of Destinatin Marketing and Management. Vol. 1. PP. 27-35.


13. Garcia, G, Vandesande, A, & van Balen, K. (2018). "Place attachment and challenges of historic cities: A qualitative empirical study on heritage values in Cuenca, Ecuador". Journal of Cultural Heritage Management and Sustainable Development, 8(3), pp.387-399.


14. He, Hongwei, Li, Yan, Harris, Lloyd. (2011). "Social identity perspective on brand loyalty". Journal of Business Research, Vol. 65. Science Direct. PP. 648-657.


15. Heydari Chianeh, Rahim., Sanobar, Nasser., Sadloniya, Hossein (2015). "An Analysis of the Role of Brand Image on Urban Tourism Development (Case Study: Tabriz) ". Journal of Urban Research and Planning, Articles 6, 6, 22, 79-94.


16. Imani Khoshkhoo., Mohammad Hossein., Ayoubi Yazdi, Hamid (2010). "Factors affecting the brand equity in the tourist destination of Yazd". Journal of Tourism Management Studies, 13, 113-137.


17. Japutra, Arnold., Molinillo, Sebastian. (2019). "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs". Journal of Business Research, Volume 99, June 2019, Pages 464-471.


18. Jraisat, L. E., Akroush, M. N., AL-Faouri, R. N., Qatu, L. T., & Kurdieh, D. J. (2015). "Perceived brand salience and destination brand loyalty from international tourists’ perspectives: the case of Dead Sea destination". Jordan. International Journal of Culture, Tourism and Hospitality Research, 9(3): 292 –315.


19. Kazemi, Mehdi., Ismaili, Mahmoud Reza., Beigi Firoozi, Allahyar (2012). "Development and selection of tourism development strategy in Lorestan province based on SWOT and QSPM analysis". Journal of Geography and Development, 92, 47-60.


20. Kim, S., Holland, S., & Han, H. (2013). "A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: a case study of Orlando". International Journal of Tourism Research International Journal Tourism Research, 15(4): 313-328.


21. Konecnik, M. & Gartner, W. C. (2007). "Customer-based brand equity for a destination". Annals of Tourism Research, 34 (2), pp. 400-421.


22. Kotler, P. (2000). "Marketing management: analysis, planning, implementation, & control". (7th ed,), New Jersey: Prentice Hall.


23. Kotler, P., K. L. Keller. (2006). "Marketing Management". 12th ed., Prentice-Hall, Upper Saddle River, NJ.


24. Matzler,K., Strobl,A., Stokburger-Sauer, N., Bobovnicky, A., Bauer, F., (2016). "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions". Tourism Management, Vol. 52, No.1, pp. 507-520.


25. Nasr, Tahereh (2019). "Identifying Key Factors Affecting Tourism in Shiraz Metropolis with Future Research Approach". Journal of Urban Research and Planning, 10, 37, 55-66.


26. Ram, Y, Björk, P, & Weidenfeld, A. (2016). "Authenticity and place attachment of major visitor attractions". Tourism Management, 52, pp. 110-122.


27. Ranjbarian, M., Ghaffari, M., Taslimi Babely, A. (2016). "Comparison of tourist motivations of men and women from traveling to Isfahan". Journal of Social Tourism Studies, 4, 7, 36-57.


28. Saeedi, Asiyeh (2013). "Feasibility study of attracting international tourists to Kish Island using SWOT analytical model". Master Thesis in Geography, Tourism Planning, University of Tehran, Kish International Pardis.


29. Shahmari Kolestan, Asgar., Farhoudi, Arash (2020). "Identifying and prioritizing brand equity components in tourism destinations (Case study: Khalkhal city) ". Journal of Urban Research and Planning, Articles 6, 11, 40, 77-90.


30. Shirkhodai, Meysam., Nejat, Soheil., Esfidani, Mohammad Rahim., Shahi, Mahbobeh (2016). "Investigating the effect of brand prominence on brand loyalty of tourism destination". Journal of Tourism Management Studies, 10, 32, 111-129.


31. Shirmohammadi, Yazdan., Jalalian, Seyed Ishaq., Reza Ali, Mansour., Bahrami, Maryam (2020). "The Effect of Residents' Satisfaction with Tourism Destination on Oral Advertising Mediated by Place Attraction and Interaction (Case Study: Masouleh Tourism Area and Qaleh Rudkhan) ". Journal of Urban Research and Planning, 11, 41, 165-178.


32. Strzelecka, M., Boley, B. B., & Woosnam, K. M. (2017). "Place attachment and empowerment: Do residents need to be attached to be empowered?". Annals of Tourism Research, 66, 61-73.


33. Su, L, Huang, Y, & Hsu, M. (2018). "Unraveling the impact of destination reputation on place attachment and behavior outcomes among Chinese urban tourists". Journal of Hospitality and Tourism Insights, 1(4), pp. 290-308.


34. Uchinaka, S, Yoganathan, V, & Osburg, V.S. (2019). "Classifying residents' roles as online place-ambassadors". Tourism Management, 71, pp.137-150.


35. Ujang, N, Kozlowski, M, & Maulan, S. (2018). "Linking place attachment and social interaction: towards meaningful public places". Journal of Place Management and Development, 11(1), pp.115-129.


36. Usakli, A., Baloglu, S., (2011). "Brand personality of tourist destinations: An application of self-congruity theory". Tourism Management, Vol. 32, No.1, pp. 114-127.


37. Vinyals-Mirabent, Sara., Kavaratzis., Mihalis., Fernández-Cavia, José. (2019). "The role of functional associations in building destination brand personality: When official websites do the talking". Tourism Management, Volume 75, December 2019, Pages 148-155.


38. Zhang. H and Xiaoxiao. F. Cai. L. A and Lu. L. (2014). "Destination Image and Tourist Loyalty: A Meta- Analysis". Tourism Management. Vol. 40. PP. 213-223.