Document Type : Science - Research
Author
Associate Professor, Department of Business Associate Professor Management, Payam Noor University, PO Box 19394-9797, Tehran, Iran
Abstract
Today, accommodation-booking platforms have become very important in urban areas. These multifaceted booking sites have revolutionized the accommodation industry. At the micro level, these platforms are collections of private rooms, apartments and houses, each owned by an individual owner, located in different locations and operated independently. 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 resonance of the accommodation brand of Rezo Internet sites in the ecotourism areas of the cities of Gilan province. Experience is 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 done using structural equation method and using SPSS and Amos software. The estimation of the path analysis of this research showed that the brand authenticity of Razor Internet platforms has a positive and significant effect on brand love with a path coefficient of 0.993. In addition, 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. ; Therefore, according to the results obtained from the test of the research hypotheses, it is recommended to the managers of this type of accommodation platforms to improve the image of the accommodation site for travelers;
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