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نتیجه جستجو - Destination marketing

تعداد مقالات یافته شده: 19
ردیف عنوان نوع
1 نقش ارزش های مد نظر مشتریان در برندهای تفریحگاه جامع مقصد
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 8 - تعداد صفحات فایل doc فارسی: 27
هدف این مقاله بررسی روابط بین ویژگی های برندهای تفریحگاه های جامع و ارزش های مد نظر مشتریان و وفاداری رفتاری است. این مقاله طور ویژه بر مقاصد تفریحی جامعه نوپدید در جنوب شرق آسیا، مالزی می پردازد. مطالعات کیفی و کمیتی در زمینه مقاصد تفریحی جامعه نوپدید وجود دارد. در مطالعه 1، نظریه وسیله –هدف و تکنیک نردبانی برای استخراج زنجیره های انباشتی ارزش (از جمله ارزش های مربوط به برند تفریحگاه جامع) از بین 20 مصاحبه مفصل در مالزی به کار رفتند. در مطالعه 2، تاثیر ارزش چند بعدی مد نظر بر واکنش آنها به برند تفریحگاه جامع با استفاده از نظرسنجی داده های آنلاین بررسی شد. یافته ها نشان می دهد ویژگی های اجتماعی، لذت جوئی و نوع دوستانه در نگرش مشتریان به ویژگی های مختلف برندهای تفریحگاه جامع نمایان است. این مطالعه مفاهیمی برای محققان، تامین کنندگان خدمات و سیاست گذاران در زمینه مدیریت و بازاریابی موفق مقصد در کشورهای در حال توسعه فراهم می کند.
واژگان کلیدی: ارزش مد نظر | ویژگی های برند | نظریه وسیله-هدف | تکنیک نردبانی | بازاریابی مقصد | مدیریت مقصد | تفریحگاه جامع | مالزی
مقاله ترجمه شده
2 The impact of destination brand authenticity and destination brand selfcongruence on tourist loyalty: The mediating role of destination brand engagement
تأثیر اصالت برند مقصد و تطابق نام تجاری مقصد بر وفاداری توریست ها: نقش واسطهای تعامل برند مقصد-2020
Brand engagement has become a major topic in brand management, but its application to the tourism industry remains limited. This study proposes an integrated framework for destination brand engagement, with two key drivers (destination brand authenticity and destination brand self-congruence) developed from both destinationled and tourist-centered perspectives and their associated outcomes: revisit intention and recommendation intention. Additionally, the mediating effect of destination brand engagement was examined. The findings indicate that destination brand authenticity and destination brand self-congruence positively influence destination brand engagement, revisit intention, and recommendation intention and that destination brand engagement mediates this relationship. Destination brand authenticity directly influences recommendation intention but indirectly influences revisit intention. Destination brand self-congruence has a direct effect on revisit intention but an indirect effect on recommendation intention. The findings could help destination marketing organizations recognize the importance of destination brand engagement and improve brand performance in destination brand management.
Keywords: Authenticity | Engagement | Self-congruence | Revisit intention | Recommendation intention
مقاله انگلیسی
3 The role of customers’ perceived values of integrated resort brands in destination
نقش ارزشهای درک شده مشتریان از مارکهای تفریحی یکپارچه در مقصد-2020
This study aims to examine the linkages between attributes of integrated resort brands and customers perceived values behind behavioral loyalty. Especially, this study focuses on emerging integrated resort destinations in South East Asia, Malaysia. Both qualitative and quantitative studies are applied in emerging integrated resort destinations. In Study 1, means-end theory and laddering technique to derive aggregate value chains (e.g. integrated resort brand-related values) from 20 in-depth interviews in Malaysia. In Study 2, the impact of multidimensional customers perceived value on their responses toward the integrated resort brand is examined using an online data survey. Findings demonstrate that social, hedonic, and altruistic attributes are important elements in evaluating customers loyalty towards integrated resort brands. Thus, the current study highlights how personal values of economic, social, hedonic, and altruistic attributes are reflected in customers’ perceptions of the different attributes of integrated resort brands. This study provides implications for researchers, service providers, and policymakers with regard to successful destination marketing and management in developing countries.
Keywords: Perceived value | Brand attributes | Means-end-theory | Laddering technique | Destination marketing | Destination management | Integrated resort | Malaysia
مقاله انگلیسی
4 Sanctions and tourism: Conceptualisation and implications for destination marketing and management
تحریم ها و جهانگردی: مفهوم سازی و پیامدهای مربوط به بازاریابی و مدیریت مقصد-2020
Sanctions are a topic of significance to many destinations either as a direct result of their impact or because they affect the relative attractiveness of competitors. Despite this, their roles in destination marketing and management has been given relatively less attention compared to other aspects of the political dimensions of international tourism. This regional spotlight aims to introduce their significance, conceptualisation and practical and theoretical implications. Sanctions have a long history and have been integral to the repertoire of coercive foreign policy measures as a substitute for armed hostilities as a stand-alone policy for centuries (Hufbauer, Schott, Elliott, & Oeggm, 2008; Kaempfer & Lowenberg, 2007; Lopez & Cortright, 2018). “From the Napoleonic wars through World War I, economic sanctions were almost entirely an auxiliary feature of war, loosely governed by customary international law on blockades, contraband, and rights of neutral states” (Hufbauer, 1998, p. 332). Sanctions were a significant policy tool of the European powers and the US. Napoleon, for example, used economic sanctions on the UK, known as the continental system or blockade, to try and damage the UK economically while developing continental industry and trade (Naylor, 2001; Selden, 1999). However, the blockade had only limited impacts on the UK economy with the UK increasing trade elsewhere in the world and arguably negatively affecting some of the European countries, such as the Netherlands, much more (Crouzet, 1964). During the Napoleonic period, the War of 1812 and until entry into World War I, their use by the US reflected international norms that narrowed the scope of definitions of contraband and enlarged the rights of neutrals, although during the Civil War the North took a much broader interpretation against the South (Hufbauer, 1998). The passing of the Trading with the Enemy Act by Congress in 1917 gave the US President exceptionally broad powers to freeze foreign assets and regulate international finance and trade that continue to the present day (Hufbauer et al., 2008).
مقاله انگلیسی
5 The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
تعامل بین ارتباطات رسانه های اجتماعی ، ارزش ویژه برند و تعامل برند در مقصد گردشگری: تحلیلی در یک اقتصاد نوظهور-2020
The consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the message is controlled by destination marketing organizations. Moreover, uncontrolled user-generated communication is increasingly considered more reliable than traditional, controlled communication. All this has considerably modified tourist perceptions regarding destination image and brand equity. From a business perspective, a line of thought addressing the study of these interrelationships has emerged in the literature, going so far as to consider their impact on brand engagement. Despite the current prevalence and relevance of social media communication as a loyalty-building factor in a context as competitive as the tourism sector, relatively little literature has addressed it in emerging tourist destination scenarios. Hence, the present paper presents an analysis of how – and to what extent – social media communication, both controlled and uncontrolled by the destination organization, has an impact on destination brand equity and destination brand engagement. More specifically, this study applies it to an emerging economy scenario: Metropolitan Lima, Peru. The implications of our research, presented at the end of the paper, are of interest – both as a contribution to the literature and from the perspective of tourist destination management – and can serve to aid the economic and social development of emerging economies.
Keywords: Customer-based destination brand equity | Social media communication | Brand engagement | Tourist destination | Emerging economy
مقاله انگلیسی
6 Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia
نشان تجاری مبتنی بر مشتری در زمینه یک مقصد بین المللی بین راهی: برداشت ها از دوبی در فرانسه و استرالیا-2018
There has been limited published research examining travellers’ perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination.
keywords: CBBE; Stopover| Destination marketing| Destination branding| Destination image| Dubai| Long haul
مقاله انگلیسی
7 The battle of the socials: Which socially symbolic factors best predict intent to travel?
نبرد اجتماعات: کدام عوامل نمادین اجتماعی قصد سفر را به بهترین شکل پیش بینی می کنند؟-2018
Tourists are flooded with travel options making competition fierce within their consideration sets. While most research emphasizes the functional attributes of destinations, as narcissism becomes more normalized, it is of increasing interest to examine the influence socially symbolic factors have on tourist decision making. Therefore, this study sought to examine the efficacy of four different socially symbolic predictors of travel—social norms, social self-concept (actual and ideal), and social return—for predicting a persons likelihood to travel to Cuba across three time horizons (1 year, 5 years, and 10 years). Results from a panel of 785 U.S. travelers found social norms to be the best predictor of travel across all three time horizons with social return also being significant across all time horizons. Implications to destination marketing are discussed such as some socially symbolic variables being easier to operationalize in marketing campaigns compared to others (e.g. social return vs. social norms).
keywords: Destination choice |Tourist decision making |Socially symbolic predictors of travel |Cuba |Social return
مقاله انگلیسی
8 Identifying the next non-stop flying market with a big data approach
شناسایی بازار پرواز بی توقف بعدی با یک دیدگاه داده های بزرگ-2018
Destination Marketing Organizations (DMOs) strive to increase visitor volume through targeting potential markets and eliminating barriers to travel, such as opening non-stop flight routes. This study develops a comprehensive model to identify the next direct flight route for a destination by deploying buying funnel theory and gravity model. In addition to the geographical and economic characteristics of each market of origination, web traffic at the destinations Convention and Visitors Bureau (CVB) website—a proxy for the markets interest in the destination—is used to determine the markets that would exhibit the most potential to generate visitors if a non-stop flight route was opened. The model estimates each markets potential, using multiple gravity models, and compares it to the markets interest in the destination based on buying funnel theory. The present study then empirically tests the model using the actual data of Charleston, South Carolina, where five potential cities were identified.
keywords: Gravity model |Buying funnel theory |Direct flight |Big data |Web traffic |Mobile data
مقاله انگلیسی
9 Event tourism and event imposition: A critical case study from Kangaroo Island, South Australia
گردشگری رویدادی و تحمیل رویداد: یک مطالعه موردی اساسی روی جزیره کانگورو، جنوب استرالیا-2018
Events are increasingly a focus for destination marketing organisations because of the tourists numbers and spending they attract. As a result, an event tourism phenomenon has emerged which seeks to exploit events as tourism assets for growing tourism. Such practices may have significant consequences for local communities. This article offers a case study analysis of the 2011 Kangaroo Island Pro-Surf and Music Festival to illustrate how such dynamics can play out. This event was developed by event tourism authorities without pre-consultation with the impacted community, which led to community opposition. This opposition undermined the events success and future. This work offers a detailed case study that provides some insight into the policy dynamics of the event instigators operating under a neoliberal policy paradigm. This article contributes to efforts to build knowledge resulting from critical deconstructions of political and economic dynamics that shape tourism policy and planning (Dredge & Jamal, 2015).
keywords: Event tourism |Community consultation |Community opposition |Event sustainability |Neoliberalism |Event imposition |Critical deconstruction |Policy and planning
مقاله انگلیسی
10 Residents place attachment and word-of-mouth behaviours: A tale of two cities
تعلق مکانی ساکنین و رفتارهای تبلیغ شفاهی: یک داستانی از دو شهر-2018
Factors that motivate residents to communicate with potential tourists have not received adequate attention from researchers. Based on the environmental psychology and tourism literature, this study focuses on local residents positive word-of-mouth behaviour about their destination region through two communication channels. Dimensions of place attachment are proposed as determinants of two types (one-to-many and many-to-many) of online word-of-mouth behaviours. A theoretical structural model is tested based on an empirical study in Shanghai, China and Sydney, Australia. The research has implications for destination marketing managers in understanding how to involve local residents in the promotion of their tourism destinations.
keywords: Place attachment |Destination branding |Word-of-mouth |Structural equation modelling |Resident
مقاله انگلیسی
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