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

Document Type : Science - Research

Author

Associate Professor, Department of Business Associate Professor Management, Payam Noor University, PO Box 19394-9797, Tehran, Iran

Abstract

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.

Keywords

Main Subjects

References

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Journal of Urban Ecology Researches
Volume 15, Vol 3 , (Series 36)
October 2024
Pages 1-18

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History

  • Receive Date: 29 December 2022
  • Revise Date: 12 February 2023
  • Accept Date: 14 August 2023

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