The Impact of Nostalgia and Experimental Marketing on Customer Satisfaction through Explaining Experimental Values: A Study of Isfahan Tourist Attractions

Document Type : Articles extracted from Thesis

Authors

1 M.A of Business Management, Tarbiat Modarres University, Tehran, Iran

2 Professor of Business Management, Tarbiat Modarres University, Tehran, Iran

3 Assistant Professor of Business Management, Tarbiat Modarres University, Tehran, Iran

Abstract

Customer satisfaction is one of the most strategic issues in recent decade and an effective part in a successful business, sine the only source of return on investment (ROI) is customers. The high level of customer satisfaction is a competitive advantage in business. It is not possible to reach to such a high level of customer satisfaction in today’s competitive world by merely having advanced facilities and technologies and having job skills and experiences and social interactions. On the other hand, tourism industry as the most diverse and the biggest industry in the world is the most important source of income and creating job opportunities for many countries around the world. Accordingly, the present study, considering the nostalgia, experiential marketing and experiential values as fairly new concepts as independent values has investigated the level of satisfaction in tourism industry as the dependent variable. The statistical population of this study consists of tourists visiting cultural and historical places in Isfahan. The number of the sample was calculated as 384 people using sample size calculation formula in infinite population. And the selection of the sample was done by random sampling from the available population. To collect data, a questionnaire based on Likert scale was implemented. The validity of the questionnaire was confirmed and calculated by academic experts and factor analysis. The calculated Cronbach's Coefficient Alpha also shows the acceptable reliability of the questionnaire. In order to study the results of the questionnaire, the SPSS software and structural equation modeling technique with Lisrel approach were used. The results from testing the hypotheses of the study demonstrate that the variable of nostalgia with 4 dimensions (personal, inter-personal, cultural and virtual) and experiential marketing variable (including sensational, emotional, mental, practical, relational dimensions) have a significant effect on experiential values variable. In addition, experiential values, nostalgia and experiential marketing also affect customer satisfaction. All three groups of tourists had the same level of satisfaction. The results confirmed all the hypotheses of the study and revealed that the variables of nostalgia and experiential marketing have a positive and significant effect on tourists’ satisfaction both directly and through experiential values

Keywords

References

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urban tourism
Volume 6, Issue 2
August 2019
Pages 15-32

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