بررسی اثر منابع و انگیزه ها بر ارزش ویژه برند مقاصد گردشگری شهری با توجه به نقش رفتار هم‎خلقی ارزش (شهر یزد به عنوان مورد مطالعه)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکدۀ اقتصاد، مدیریت و حسابداری - بخش مدیریت بازرگانی - دانشگاه یزد، ایران

2 دانشجوی کارشناسی ارشد، دانشکدۀ اقتصاد، مدیریت و حسابداری - بخش مدیریت بازرگانی - دانشگاه یزد، ایران

3 دانشجوی کارشناسی ارشد، دانشکدۀ علوم انسانی - بخش مدیریت بازرگانی – دانشگاه علم و هنر یزد، ایران

چکیده

گردشگری، صنعتی است که می‌تواند اقتصاد هر استانی را به نحو مطلوب تقویت کند و بنابراین با برنامه‌ریزی کارآمد در این راستا می‌توان این صنعت را به نحوی مطلوب توسعه داد. بر این اساس هدف پژوهش حاضر بررسی تأثیر منابع و انگیزه‌های گردشگران بر ارزش ویژه برند مقصد گردشگری شهری با توجه به نقش رفتار هم‌خلقی در گردشگران داخلی شهر یزد است. روش تحقیق حاضر، از نظر هدف، کاربردی بوده و بر حسب روش تحقیقی توصیفی است که با به کارگیری ابزار پرسشنامه و روش پیمایشی داده‌های مورد نیاز جمع‌آوری شده‌است. پایایی پرسشنامه بر اساس ضریب آلفای کرونباخ بررسی و مورد تأیید قرار گرفت. به منظور بررسی روایی پرسشنامه، بار عاملی مربوط به سؤالات و همچنین مقادیر میانگین واریانس استخراج شده (AVE) محاسبه شد که بیانگر روایی ابزار پژوهش بود. جامعه آماری این پژوهش، گردشگران داخلی شهر یزد می‌باشد و از روش نمونه‌گیری در دسترس استفاده گردیده و تعداد 275 نمونه قابل قبول جمع‌آوری گردید. برای تجزیه و تحلیل داده‌ها نیز از مدل‌یابی معادلات ساختاری استفاده شد. در این راستا، داده‌های گردآوری شده با استفاده از نرم‌افزارهای SPSS 19.0 و Smart PLS مورد تجزیه تحلیل قرار گرفتند. نتایج پژوهش نشان می‌دهد که منابع متعلق به مشتری و انگیزه مشتری هم به طور مستقیم و هم به طور غیر مستقیم با در نظر گرفتن نقش میانجی رفتار هم‌خلقی ارزش مشتری بر ارزش ویژه برند مقصد گردشگری تأثیر مثبت و معنا دار دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Evaluation of Resources and Motivations on Urban Destination Brand Equity: Role of Co-Creation Value (a Case Study in Yazd Domestic Tourists)

نویسندگان [English]

  • Amirreza Konjkav Monfared 1
  • Mohammad Barotkob 2
  • Mohamad Mehdi Khaliliyan Ashkezari 3
  • Hamideh Esmaeili 2
1 Assistant Professor of the Faculty of Economics, Management and Accounting, Department of Business Administration of Yazd University, Yazd, Iran
2 Master’s Student in Economics, Management and Accounting Department, Yazd University, Yazd, Iran
3 M. A. in Management Business, Faculty of Humanities, Science and Arts University, Yazd, Iran
چکیده [English]

Tourism is an industry that can develop the economy of any province. Therefore, this industry can be developed with an efficient planning. Accordingly, the purpose of this study is to investigate the effect of resources and motivations of tourists on the brand equity of tourism destination with regard to the role of value co-creation behavior of domestic tourists in Yazd. The present research is applied method in terms of purpose and in terms of research method is descriptive in which data were collected by using a questionnaire and survey method. The reliability of the questionnaire was evaluated and confirmed based on Cronbach's alpha coefficient. In order to check the validity of the questionnaire, the factor loading and AVE values were calculated, which indicated the validity of the research tool. The population of this study is domestic tourists in Yazd and available nonrandom sampling method was used and 100 acceptable samples were collected. Structural equation modeling was used to analyze the data and collected data were analyzed by SPSS 19.0 and Smart PLS software. The findings reveal customers’ resources and their motivation, by the mediating role of customer value creation behavior has a positive and significant effect on the brand equity of the tourism destination directly and indirectly.

کلیدواژه‌ها [English]

  • brand equity
  • customer motivation
  • customer resources
  • value co-creation
  • Yazd
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