The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists)

Document Type : Research Article

Authors

1 department on management, faculty of management and accounting, Islamic Azad University, Chalous branch, Iran.

2 Ph.D. student of business, Islamic Azad UNIVERSITY, Chalous branch

3 department of mangement, Islamic Azad University, Chalous branch

Abstract

Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, the questionnaires distribute among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant.

Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, a questionnaire was developed based on research work Line and et al.(2007), Hsu and et al. (2010), Jalilvand and et al.(2012), Hosany and Prayag (2013) and Among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant.
Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant.

Keywords

References

1)    امامی، علیرضا؛ رنجبران، بهرام؛ فتحی، سعید (1393) تصویر ذهنی ادراک‌شده از یک کشور و تأثیر آن بر قصد بازدید گردشگران (موردمطالعه: ایران). فصلنامه تحقیقات نوین بازاریابی، سال 4، شماره 3، صص.148- 133.
2)    قنبری، محسن (1393) تأثیر تصویر مقصد بر تمایلات رفتاری گردشگران شهر شیراز، پایان‌نامه کارشناسی ارشد، به راهنمایی محمدرضا فرزین، دانشکده علوم انسانی، دانشگاه علامه طباطبایی تهران.
3)    کلانتری، خلیل (1388) مدل‌سازی معادلات ساختاری در تحقیقات اجتماعی و اقتصادی، چاپ اول، تهران: انتشارات فرهنگ صبا.
4)    کیانی، زهره (1393) برند مقصد گردشگری و وحدت ذینفعان. مرکز گردشگری علمی – فرهنگی دانشجویان ایران، صص. 29-17.
5)    محمدپور زرندی، حسین؛ حسنی، علی؛ امینیان، ناصر (1395) عوامل مؤثر برند شهری و اولویت‌بندی آن‌ها از دیدگاه گردشگران بین‌المللی (مطالعه موردی: برج میلاد تهران)، فصلنامه اقتصاد و مدیریت شهری، سال 4، شماره 14، صص 135- 115.
6)    منصوری مؤید، فرشته و سلیمانی، سمیرا (1391) ابزارهای بازاریابی و تصویر ذهنی گردشگران از مقصد، فصلنامه مطالعات مدیریت گردشگری، سال 7، شماره 18، صص.110-93.
7)    مؤمنی، منصور و فعال قیومی، علی (1389) تحلیل‌های آماری با استفاده از SPSS. چاپ اول، تهران: انتشارات کتاب نو.
8)    میرزایی، خلیل (1388) پژوهش، پژوهش گری و پژوهش‌نامه نویس، چاپ اول، تهران: انتشارات جامعه شناسان.
9)   Alcaniz, E.B. & García, I.S. & Blas, S.S. (2009) The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis, Tourism management, Vol.30, No.5, pp.715-723.
10)   Banki, M.B. & Ismail, H.N. & Dalil, M. & Kawu, A. (2014) Moderating Role of Affective Destination Image on the Relationship between Tourists Satisfaction and Behavioural Intention: Evidence from Obudu Mountain Resort, Journal of Environment and Earth Science, Vol.4, No.4, pp.47-60.
11)   Beerli, A. & Martin, J.D. (2004) Factors influencing destination image, Annals of tourism research, Vol.31, No.3, pp.657-681.
12)   Bigne, J. Enrique. & Sanchez, M. Isabel. & Sanchez, Javier. (2001) Tourism image, evaluation variables and after purchase behaviour: inter-relationship, Tourism management, Vol.22, No.6, pp.607-616.‌
13)   Bosque, I.R.D. & Martin, H.S. & Collado, J. & Salmones, M.D.M.G.D. (2009) A framework for tourist expectations, International Journal of Culture, Tourism and Hospitality Research, Vol.3, No.2, pp.139-147.
14)   Cai, Liping A. (2002) Cooperative branding for rural destinations, Annals of Tourism Research, Vol.29, No.3, pp.720-742.
15)   Chapuis, J. & Michel, F. & Charlène, L. & Gonzalez, M. (2015) Destination image, perceived risk and intention to visit, Working Paper, pp. 88-99.
16)   Echtner, C.M. & Ritchie, J.B. (1993) The measurement of destination image: An empirical assessment, Journal of travel research, Vol.31, No.4, pp.3-13.
17)   Echtner, C. M. & Ritchie, J.B. (1991) The measurement of destination image: An empirical assessment, Journal of travel research, Vol.31, No.4, pp.3-13.
18)   Gibson, H.J. & Qi, C.X. & Zhang, J.J. (2008) Destination image and intent to visit China and the 2008 Beijing Olympic Games, Journal of Sport Management, Vol.22, No.4, pp.427-450.
19)   Hosany, S. & Prayag, G. (2013) Patterns of tourists' emotional responses, satisfaction and intention to recommend, Journal of Business Research, Vol.66, No.6, pp.730-737.
20)   Hsu, C.H. & Cai, L.A. & Li, M. (2010) Expectation, motivation, and attitude: A tourist behavioral model, Journal of travel research, Vol.49, No.3, pp.282-296.
21)   Jalilvand, M.R. & Samiei, N. (2012) The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TBP), Internet Research, Vol.22, No.5, pp.591–612.
22)   Jalilvand, M. R. & Samiei, N. & Dini, B. & Yaghoubi Manzari, P. (2012) Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach, Journal of Destination Marketing & Management, Vol.1, pp.134–143.
23)   Jang, S. & Bai, B. & Hu, C. & Wu, C.M.E. (2009) Affect, travel motivation, and travel intention: A senior market, Journal of Hospitality & Tourism Research, Vol. 33, No.1, pp.51-73.
24)   Karlsen, K.A.M. (2012) Examining Norway’s destination image and French tourists’ travel choice behavior. Implications for destination organizations (Bachelor's thesis).
25)   Keller, K.L. (2008) Strategic brand management: Building, measuring, and managing brand equity (3rd ed). New Jersey: Prentice Hall.17, pp.199-216.
26)   Lee, R. & Lockshin, L. (2011) Halo effects of tourists’ destination image on domestic product perceptions, Australasian Marketing Journal, Vol.19, pp.7–13.
27)   Lee, T. H. (2009) A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists, Leisure Sciences, Vol.31, No.3, pp. 215-236.‌
28)   Lin, C. H. & Morais, D.B. & Kerstetter, D. L. & Hou, J.S. (2007) Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations, Journal of Travel Research, Vol.46, No.2, pp.183-194.
29)   McCartney, G. & Butler, R. & Bennett, M. (2009) Positive tourism image perceptions attract travelers Fact or fiction? The case of Beijing visitors to Macao, Journal of Vacation Marketing, Vol.15, No.2, pp.179-193.
30)   Morrison, A. (2013) Destination Management and Destination Marketing: The Platform for Excellence in Tourism Destinations, Tourism Review, Vol.28, No.1, pp. 6-9
31)   Morrison, A. & Anderson, D. (2002) Destination branding. Available from: http://www.macvb.org/intranet/presentation/DestinationBrandingLOzarks6-10-02. ppt Accessed 18.05.03
32)   Pike, S. (2005) Tourism destination branding complexity, Journal of Product & Brand Management, Vol.14, No.4, pp.258–259
33)   Qu, H. & Kim, L.H. & Im, H. H. (2011) A model of destination branding: Integrating the concepts of the branding and destination image, Tourism management, Vol.32, No.3, pp.465-476.
34)   Ragheb, M.G. & Tate, R.L. (1993) A behavior model of leisure participation, based on leisure attitude, motivation and satisfaction, Leisure Studies, Vol.12, pp.61–67.
35)   Ritchie, J.R.B. & Ritchie, J.R.R. (1998) The branding of tourism destinations. In Annual Congress of the International Association of Scientific Experts in Tourism, Marrakech, Morocco.
36)   Valle, P.O.D. & Silva, J.A. & Mendes, J. & Guerreiro, M. (2006) Tourist satisfaction and destination loyalty intention: a structural and categorical analysis, International Journal of Business Science and Applied Management, Vol.1, No.1, pp.25-44.
37)   Whang, H. & Yong, S. & Ko, E. (2015) Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists, Journal of business research, Vol.69, No.2, pp.631-641.
 
urban tourism
Volume 5, Issue 4
February 2019
Pages 37-50

Files

Share

How to cite

Statistics