اثر اصالت وجودی تجربه گردشگران فرهنگی بر بازتاب نام تجاری درگاه‌های ذخیره جا اینترنتی بوم‌گردی در شهرهای استان گیلان

نوع مقاله : علمی-پژوهشی

نویسنده

دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، صندوق پستی 4697- 19394، تهران، ایران

چکیده

امروزه درگاه‌های ذخیره جا اینترنتی چند وجهی تحولی را در صنعت اقامتی رقم زده‌اند. هدف این پژوهش بررسی اثر اصالت نام تجاری، اصالت میان فردی و اصالت وجودی تجربه گردشگران شهری بر بازتاب نام تجارتی درگاه‌های ذخیره جا اینترنتی سایت مهمانشو در مناطق بوم گردی شهرهای استان گیلان است که این ‌تأثیر اصالت نام تجاری با توجه به نقش میانجی عشق نام تجاری، سرزندگی و احساس به یادماندن تجربه مورد سنجش قرار گرفته است. روش نمونه‌گیری این پژوهش در دسترس و تعداد آن 384 نفر بود. ابزار سنجش در این پژوهش پرسشنامه محقق ساخته بود. تحلیل‌های آماری نیز با استفاده روش معادلات ساختاری Amos و نرم‌افزار SPSS انجام ‌شد. برآورد تحلیل مسیر این پژوهش نشان داد که اصالت نام تجاری درگاه‌های اینترنتی ذخیره جا با ضریب مسیر993/0 بر عشق نام تجاری اثر مثبت و معناداری دارد. همچنین ضریب مسیر فرضیه اثر اصالت وجودی بر سرزندگی 566/0 و ضریب مسیر فرضیه اصالت میان فردی بر سرزندگی 488/0 است. یافته‌های پژوهش نشان داد که به‌ یاد ماندنی بودن تجربه گردشگر بر برجستگی نام تجاری با ضریب مسیر 985/0 مؤثر است؛ بنابراین با توجه به نتایج به‌دست آمده از آزمون فرضیه‌های تحقیق، به مدیران این نوع بسترکار اقامتی توصیه می‌شود، تصویر سایت اقامت مسافران را ارتقاء بخشند؛ ابتکارات مختلف برای مسافران ابتکار را در نظر بگیرند؛ در عین ابتکارات و نوآوری‌ها، بی‌تکلفی و ساده بودن را برای کاربری و ارائه امکانات برای مشتریان مدنظر قرار داشته باشند. بر اساس یافته‌های پژوهش پیشنهاد می‌شود، سایت‌های رزرو چند وجهی در شهرهای بر روی افزایش عشق به نام تجاری و اصالت نام تجاری برای بهبود بازتاب نام تجاری خود تأکید کند. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of the Existential Authenticity of the Experience of Cultural Tourists on the Reflection of the Brand Name of Ecotourism Web Portals in the Cities of Gilan Province

نویسنده [English]

  • Yazdan Shirmohammadi
Associate Professor, Department of Business Associate Professor Management, Payam Noor University, PO Box 19394-9797, Tehran, Iran
چکیده [English]

Today, multi-faceted online storage portals have revolutionized the accommodation industry. The purpose of this research is to investigate the effect of brand authenticity, interpersonal authenticity and existential authenticity of the experience of urban tourists on the reflection of the brand name of the online reservation portals of the Mehmanshu website in the eco-regions of the cities of Gilan province. The vividness and feeling of remembering the experience have been measured. The sampling method of this research was available and its number was 384 people. The measurement tool in this research was a researcher-made questionnaire. Statistical analysis was also done using structural equation method and using SPSS and Amos software. The estimation of the path analysis of this research showed that the originality of the brand name of Sahor-Ja Internet portals with a path coefficient of 0.993 has a positive and significant effect on the love of the brand name. Also, the path coefficient of the hypothesis of the effect of existential authenticity on vitality is 0.566 and the path coefficient of the hypothesis of interpersonal authenticity on vitality is 0.488. The findings of the research showed that the memorability of the tourist experience has an effect on the salience of the brand with a path coefficient of 0.985. Therefore, according to the results obtained from the test of the research hypotheses, it is recommended to the managers of this type of accommodation platform to improve the image of the travelers' accommodation site; various initiatives for travelers to consider; at the same time as initiatives and innovations, consider simplicity and ease of use and providing facilities for customers; based on the research findings, it is suggested that multimodal booking sites in cities should emphasize on increasing brand love and brand authenticity to improve their brand reflection.

کلیدواژه‌ها [English]

  • Brand authenticity
  • tourism experience
  • brand resonance
  • booking platforms
  • accommodation sector. Gilan

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  • تاریخ دریافت: 08 دی 1401
  • تاریخ بازنگری: 23 بهمن 1401
  • تاریخ پذیرش: 23 مرداد 1402

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