The effect of the expected benefits of female tourists on the choice of urban destination brand of families through the active participation of tourists (case study of Shiraz city)

Yazdan Shirmohammadi ¹ ( Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran. )
abouzar. Mokhtari ² ( Master of tourism management, Payam Noor University, Tehran, Iran )
amene kamali sarvestani ³ ( Master Student of Environmental Geology, Faculty of Earth Sciences, Shahroud University of Technology, Shahroud, Iran. )

Submited date : 2023-05-20

Keywords: Tourism, women, participation of tourists, brand, family,

Abstract :

Objective: The interest in the participation of the tourist and in the expansion of the urban brand has increased in the last few decades. However, researches in this field have produced diverse and contradictory results. The purpose of this research is to investigate the effect of the expected benefits of tourists on the results of the city brand through the active participation of tourists by considering cultural, methodological and theoretical moderators (Shiraz city case study). Method: The current research is applied and descriptive in terms of method. The research method is quantitative data collection. The population of this research is domestic tourists who traveled to Shiraz. Non-random sampling method was used for sampling and Cochran's formula for unlimited population was used to determine the sample size. To collect the data, a researcher-made questionnaire was used and its validity and reliability were confirmed. 400 questionnaires were collected, of which 390 questionnaires were usable. Findings: For data analysis, pairwise relationships of variables were evaluated with Pearson's correlation test and the conceptual model of the research was tested with structural equation modeling test with Imus software. Also, mediation relationships were tested using the Sobel method and moderation relationships were tested using the product approach. The results showed that tourists' participation (expected benefits, tourist trust and active participation of tourists) are effective on urban brand results (brand satisfaction, brand loyalty and brand performance), but only theoretical moderators had a moderating role and the moderating effect Cultural, methodological moderators were not confirmed