Examining the Factors Affecting the Particular Value of the Destination Brand for Health Tourism (A Case Study of Atieh Hospital in Hamedan)

Subject Areas :

fg ghm ¹ (nh)
mohammad azim khodayari ² (Teacher)

Received: 2019-04-06 Accepted : 2019-04-06 Published : 2019-02-20

Keywords: Perceived Quality, brand loyalty, therapeutic tourism, brand awareness, Brand Image, brand equity,

Abstract :

Considering the cultural and social characteristics of tourism destinations, the researchers of the present study tried to measure the brand equity (brand power) of a tourist destination from the perspective of health tourists based on the Kunkink Model (2007) which is taken from the Aker Model, in which both behavioral and perceptual dimensions have been considered. Therefore, the present study intends to review the Aker Model in Iran and investigate its application in the health tourism destination of Hamadan. Based on the main purpose of this study, the effect of brand image, brand awareness, perceived quality and brand loyalty (i.e., brand equity) as the independent variables on the particular value of the Atieh hospital brand in Hamadan which is the dependent variable was investigated. The results of the study showed that in terms of importance, the perceived quality was the most important factor of impact. 

References:

• جهانیان. منوچهر، زندی. ابتهال، گردشگری حامی فقرا، نشر جهاد دانشگاهی، 1389.


• رنجبریان. بهرام، زاهدی. محمد، شناخت گردشگری، نشر چهار باغ 1388.


• زارعی. عظیم، قربانی. فاطمه، پدرام نیا، مینو(1391)، "عوامل مؤثر بر واکنش‌های رفتاری بازدیدکنندگان از مقصدهای گردشگری"، فصلنامه پژوهشی مطالعات گردشگری سال هفتم، شماره 20


• کیانی. زهره، مجموعه مقالات سمینار تغیرات محیطی توسعه گردشگری و کاهش فقر، مقاله برند مقصد گردشگری و نقش آن در وحدت ذی نفعان صنعت گردشگری، ص333، نشر سازمان انتشارات جهاد دانشگاهی، 1387.

 

• Aaker,D. (1991). Managing Brand  Equity: Capitalizing on the Value of the Brand Name. New York ; The Free press


• Etchner, C. M. and Ritchie, J. R. B. (1993), The measurement of destination image: an empirical assessment. In Hankinson,G. (2005). Destination brand images: a business tourism perspective, Journal of Services Marketing 19/1 24-32


• Hankinson, G. (2005). Destinations brand images: a business tourism perspective, Journal of Servies Marketing 19/1 24-32.


• Hankinson,G. , Walmsley, D. J. and Jenkins, J. M. (1993), The brand images of tourism destinatons: a study of the saliency of organic images,  The  Journa of product and  Brand Management 2004, vol. 31, no. I,pp. 6-14.


• Kapferer, J. N. (1998), Strategic brand management, London: Kogn Page


• Keller, K. l. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing,57, 1-22


• Keller,k. l. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed). Upper Saddle River, NJ: Peasrson Education.


• Konecnik, M., & Gatner, W. C. (2007) Customer-Based Brand Equity for a Destination Annals of Tourism Research,34(2) 400-421.


• Parasuramans, A., Zetihmal, V. A. , Berry, (1988), SeRVQuAL: A Multiple-Itern Scale for Measuring Customer  Perceptions  of  Service  Quality, Journal of  Retailing, 12-40.


• Richie, J. R. B, & Crouch, G. I, (2003). The competitive destination : A sustainable tourism perpective. Wallingfard, UK: CABL P21-23.


• Slater, S. F., and Olson, E. M. (2001).„Marketing‟s Contribution to the Implementation of Business Strategy: An Empirical Analysis‟. Strategic Management Journal. 22, 1055-1067.


• Wong, K. K. F., Kwan, C. (2001). An analysis of the competitive strategies of hotels and travel agents in Hong Kong and Singapore. International Journal of Contemporary Hospitality Management 13 (6), 293–303.


• Walmsley, D. J. and Jenkins, J. M. (1993), Appraisive image of tourist areas: an application of personal construts. In Hankinson,G. (2005). Destination brand images: a business  tourism  perspective, Journal of Services Marketing 19/1 24-32


• Walmsley, D. J. and Young, M. (1998), Evaluative images and tourism: the use of personal constructs to describe the structure of destination images. In Hankinson, G. (2005). Destination brand images: a business tourism perspective, Journal of Services Marketing 19/1 24-32


• Yoo, B. , Donthu, N. , & Lee, S. (2000). An Examination of Selected  Marketing  Mix  Elements and  Brand  Journal of  Marketing  Research, 24, 258-270.


• Zeithaml, V. A.(1988), Consumer Perception of Price, quality, and value: a meansend model and synthesis of evidence, Journal of Marketing, 52(3) 2-22