شناسایی و اولویت‌بندی مؤلفه‌های ارزش ویژه برند در مقاصد گردشگری (مطالعه موردی: شهر خلخال)

الموضوعات : فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهری

عسگر شهماری کلستان ¹ , آرش فرهودی ²

1 - کارشناس ارشد مدیریت بازرگانی، واحد، دانشگاه آزاد اسلامی، خلخال، ایران
2 - عضو هیات علمی واحد خلخال، دانشگاه آزاد اسلامی، خلخال، ایران

تاريخ الإرسال : 29 الثلاثاء , شعبان, 1439 تاريخ التأكيد : 19 الجمعة , صفر, 1441 تاريخ الإصدار : 27 الإثنين , شعبان, 1441

الکلمات المفتاحية: گردشگری, اکوتوریسم, معادلات ساختاری, ارزش ویژه برند, شهرستان خلخال,

ملخص المقالة :

با توجه به اهمیت صنعت گردشگری و رقابتی‌تر شدن آن، به ‌نظر می‌رسد مقاصد گردشگری به‌ مانند دیگر محصولات مصرفی، به برند به عنوان هویت یگانه‌ای برای ایجاد تمایز بین خود و سایر رقبا، نیازمند هستند. شهر خلخال به دلیل دارا بودن جاذبه‌های گردشگری فراوان، در سال‌های اخیر، به مقصد محبوب گردشگران تبدیل شده است. این پژوهش بر آن است تا مؤلفه‌های ارزش ویژه برند از دیدگاه گردشگران داخلی سفر کرده به شهرستان خلخال را بررسی کند. این پژوهش جزو پژوهش‌های کاربردی است و برای انجام آن از پرسش‌نامه‌ای استفاده شد که برگرفته از پژوهش کونینک است. جهت نرمال بودن داده‌ها از آزمون کولموگروف- اسمیرنوف استفاده شد که فرض نرمال بودن داده‌ها برای تصویر برند با 0.174، کیفیت ادارک شده با 0.186، آگاهی از برند با 0.210 و وفاداری به برند با 0.154 تأیید شد. بررسی فرضیه‌های تحقیق نشان می‌دهد که سه فرضیه از چهار فرضیه مورد نظر نگارندگان (آگاهی از برند با آماره T 5.22 ، تصویر برند با آماره 8.47 و وفاداری به برند با آماره 12.54 تأیید شد و یکی از فرضیه‌ها (کیفیت ادارک شده با آماره 0.594) رد شد. یکی از دلایل اینکه گردشگران کیفیت ادراکی مقصد گردشگری شهرستان خلخال را مناسب ارزیابی نکردند این است که زیرساخت‌های مناسبی در حوزه گردشگری در این شهرستان وجود ندارد. از طرفی، تصویر گردشگران از مقصد گردشگری شهرستان خلخال خوب بوده که از دلایل آن می‌توان به آب و هوای خوب، چشم اندازهای زیبا، محیط آرام، مردم مهمان‌نواز و ... اشاره کرد. لذا باید از چشمانداز طبیعی محافظت گردد.

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