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Manuscript ID : JUPM-2010-3648 (R1) Visit : 107 Page: 223 - 240

20.1001.1.22285229.1399.11.43.15.8

Article Type: Original Research

Presenting a brand personality marketing model to increase customer loyalty in tourism destinations (Case study: Kish Island)

Subject Areas :

Reza Begmoradi 1 , alireza rousta 2 , Esfandiar Doshmanziyari 3

1 - Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 - Assistant Professor, Department of Business Management, Qods city Branch, Islamic Azad University, Qods city, Iran
3 - Assistant Professor, Department of Management, Slamshahr Branch, Islamic Azad University, Slamshahr, Iran

Received: 2020-10-01 Accepted : 2020-10-27 Published : 2021-01-20

Keywords: brand personality, loyalty, tourism destinations, Kish Island,

Abstract :

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.

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