بررسی تأثیرات تصویر، آگاهی و کیفیت برند بر دل‌بستگی و وفاداری به برند مقصد با نقش میانجی اعتماد به برند، مطالعه تطبیقی: شهرهای کرمان و یزد

نوع مقاله : علمی - پژوهشی مستقل

نویسندگان

1 گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر، کرمان، ایران

2 گروه مدیریت تکنولوژی، مجتمع مهندسی صنایع و مدیریت، دانشگاه صنعتی مالک اشتر، تهران، ایران

چکیده

برند یک مقصد گردشگری از ابعاد مهم و برجسته در کسب مزیت رقابتی برای آن مقصد محسوب می‌شود. ازاین‌رو هدف از پژوهش حاضر، بررسی تأثیرات تصویر برند، آگاهی از برند و کیفیت برند بر دل‌بستگی و وفاداری به برند مقصد با نقش میانجی اعتماد به برند مقصد (مطالعه تطبیقی: شهرهای کرمان و یزد) می‌باشد. این تحقیق از لحاظ روش تحقیق از نوع توصیفی-همبستگی و از نظر هدف کاربردی است. جامعه آماری این پژوهش را گردشگران داخلی و خارجی ورودی به دو شهر کرمان و یزد تشکیل می‌دهد و نمونه‌گیری به‌صورت در دسترس انجام‌شده است. روایی پرسشنامه توسط کارشناسان و اساتید مورد تأیید قرارگرفته است. درمجموع تعداد 397 پاسخ از طریق یک نظرسنجی حضوری در دو شهر کرمان و یزد جمع‌آوری و سپس با استفاده از تحلیل عاملی تأییدی و مدل‌سازی معادلات ساختاری مورد تجزیه‌وتحلیل قرار گرفت. جهت تجزیه‌وتحلیل داده‌ها از نرم‌افزارهای 24SPSS و 3PLS استفاده شد. یافته‌های حاصل از داده‌های پژوهش نشان داد که تصویر برند، آگاهی از برند و کیفیت برند بر اعتماد به برند مقصد گردشگران دو شهر یزد و کرمان تأثیر می‌گذارد، که این امر به‌نوبه خود بر بهبود وفاداری آنان از طریق اعتماد به برند مقصد تأثیرگذار می‌باشد. همچنین، تأثیر دل‌بستگی به برند مقصد، میانجی رابطه بین اعتماد به برند مقصد و وفاداری به برند مقصد هر دو شهر تأیید شد. درنهایت، تمامی روابط ذکرشده بالا در دو مدل کرمان و یزد تفاوت معناداری داشتند. با استفاده از یافته‌های پژوهش، مدیریت شهری با افزایش میزان آگاهی از برند، کیفیت برند و اعتماد به برند مقصد گردشگران شهر کرمان و یزد می‌تواند سهم بسزایی در ارتقا وفاداری و اعتماد آن‌ها به این شهرها داشته باشد.

کلیدواژه‌ها

مراجع

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نشریه گردشگری شهری
دوره 10، شماره 2
مرداد 1402
صفحه 93-113

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