Ranking of Effective Criteria in the Brand Building of Tabriz Market Using the Path Analysis Model (A Case Study of Tabriz Market)
Subject Areas :
Aref Monadi
1
(
Ph.D. student, Department of Art, Architecture and Urban Planning, Marand Branch, Islamic Azad University, Marand, Iran
)
karim hosseinzade dalir
2
(
Professor, Department of Art, Architecture and Urban Planning, Islamic Azad University, Marand, Iran
)
Keywords: brand, Market, tourism development, traveler, Traditional Markets,
Abstract :
The purpose of this research is to evaluate the impact of tourism indicators on tourism development, as well as to examine the brand building of Tabriz market and the criteria and indicators that affect it. Accordingly, after conducting studies concerning theoretical and theoretical concepts, the questionnaires were designed in the first stage, and based on Gronbach's alpha test, they were assured of their reliability. These questionnaires were designed to interview statistical samples from three different statistical societies, including Tabriz marketplaces, shopkeepers, and experts. The Cochran model was used to estimate the volume of statistical samples. After interviewing the statistical samples, the data collected in the Excel software were coded and classified. Then, statistical analysis of these data was carried out by transferring these data to the SPSS software. These analyses were carried out in two sections identifying the characteristics and general characteristics of statistical samples and evaluating the indicators of independent variables. 58 indicators were evaluated in the form of four independent variables: market target image, market identity, market tourism facilities, and market differentiation and uniqueness based on the Likert scale. The results showed that for all three groups, the average effect of indices and independent variables on the branded market of Tabriz as a dependent variable is high. Based on the results of the route analysis model, it was determined that indirectly the most influential factors were related to the variables of the market tourism facilities, the distinction and market uniqueness of the market, the image of the market target, and the identity of the market. The final studies also showed that the highest total effect, with coefficients of influence of 0.446, 0.264, 0.264, and 0.17, is related to market differentiation and unique variables, market tourism facilities, market target image, and market identity.
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