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بیشمی, بهار, خدایاری, بهناز, پارس زاده, علی. (1395). ارائه مدل برندینگ ملی ایران-ادغام مفاهیم برندینگ و تصویر مقصد. پژوهشنامه مدیریت اجرایی, 5(18), 202-221.
بهار بیشمی; بهناز خدایاری; علی پارس زاده. "ارائه مدل برندینگ ملی ایران-ادغام مفاهیم برندینگ و تصویر مقصد". پژوهشنامه مدیریت اجرایی, 5, 18, 1395, 202-221.
بیشمی, بهار, خدایاری, بهناز, پارس زاده, علی. (1395). 'ارائه مدل برندینگ ملی ایران-ادغام مفاهیم برندینگ و تصویر مقصد', پژوهشنامه مدیریت اجرایی, 5(18), pp. 202-221.
بیشمی, بهار, خدایاری, بهناز, پارس زاده, علی. ارائه مدل برندینگ ملی ایران-ادغام مفاهیم برندینگ و تصویر مقصد. پژوهشنامه مدیریت اجرایی, 1395; 5(18): 202-221.

ارائه مدل برندینگ ملی ایران-ادغام مفاهیم برندینگ و تصویر مقصد

برنامه ریزی و توسعه گردشگری
مقاله 10، دوره 5، شماره 18، آذر 1395، صفحه 202-221    اصل مقاله (491.47 K)
نوع مقاله: علمی-پژوهشی
نویسندگان
بهار بیشمی1؛ بهناز خدایاری2؛ علی پارس زاده* 3
1استادیار گروه گردشگری پژوهشگاه میراث فرهنگی و گردشگری
2استادیار گروه مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه
3دانشجوی کارشناسی ارشد مدیریت بازرگانی بین الملل، دانشگاه آزاد اسلامی واحد علوم تحقیقات تهران
تاریخ دریافت: 29 آذر 1394،  تاریخ بازنگری: 15 مهر 1395،  تاریخ پذیرش: 13 آذر 1395 
چکیده
هدف اصلی این پژوهش، آزمون یک مدل نظری برندینگ برای برند ملی ایران است، که حاصل ادغام مفاهیم برندینگ و تصویر مقصد می ­باشد. تصویر مقصد به عنوان متغیر میانجی بین تداعیاتش (انگاره ادراکی-شناختی، انگاره هیجانی-احساسی و انگاره منحصر به فرد) و رفتار آینده گردشگر (قصد بازدید مجدد و توصیه مقصد به دیگران) در نظر گرفته شده است.گردآوری داده­ های مورد نیاز برای ارزیابی مدل مفهومی پژوهش، از طریق پرسشنامه و با مشارکت 396 نفر از گردشگران خارجی که در خردادماه 1394 پس از بازدید از اصفهان، تهران و یزد از شهر شیراز بازدید کرده ­اند، انجام شده است. این پرسشنامه ­ها در شهر شیراز و در سه سایت گردشگری آرامگاه حافظ، ارگ کریمخان و بازار وکیل در اختیار گردشگران قرار گرفت. ارزیابی مدل مفهومی پژوهش از طریق تحلیل مسیر به روش حداقل مربعات جزئی و به کمک نرم افزار VISUAL PLS انجام گرفته است. نتایج حاصل از پژوهش نشان می ­دهد که تصویر ذهنی گردشگران خارجی از ایران بر رفتار آینده گردشگران تاثیری مثبت دارد. بر اساس نتایج بدست آمده انگاره هیجانی-احساسی دارای بیشترین تاثیر، و پس از آن انگاره منحصر به فرد دارای بیشترین تاثیر بر تصویر کلی از ایران می­ باشد.
کلیدواژه‌ها
برندینگ مقصد؛ تصویر مقصد؛ تصویر برند؛ تداعیات برند ایران
عنوان مقاله [English]
A Model of Tourism Destination Branding for Iran: Integrating the Concepts of Branding and Destination Image
نویسندگان [English]
Bahar Beishami1؛ Behnaz Khodayari2؛ Ali Parszadeh3
1Assistant Professor of Tourism, Research Institute and Cultural Heritage and Tourism
2Assistant Professor of Management, Islamic Azad University, Firoozkooh Branch
3MA student in Management, Islamic Azad University, Science and Research Branch, Tehran
چکیده [English]
Extended Abstract
In today's world branding is a modern concept that is used for goods, services, organizations and even countries. This study aimed to test a theoretical model of destination branding. This study reviews the literature on destination branding, destination image and reasons for revisiting and recommending. It was proposed that destination image (brand image) is a multi-dimensional construct, influenced by the cognitive, unique, and affective images that collectively affect tourist behaviors. For this purpose, an empirical test was conducted in Iran. It is proposed that the overall image of Iran (brand image) as a mediator between its brand associations (cognitive, affective, and unique image components) and tourists’ future behaviors (intentions to revisit and recommend). The target population of this study was incoming tourists, who visited at least four cities of Iran (Tehran, Esfahan, Yazd and Shiraz) during their trip to Iran in May and June 2015. To evaluate the relationship between structure variables partial least squares method is used and the data was processed with the statistical package visual pls. The results confirm a positive effect on visitor's overall image on tourists’ future behaviors (intentions to revisit and recommend). Overall image is influenced by three types of brand associations (cognitive, affective, and unique image). In addition, affective image had the first largest impact on the overall image formation.
Introduction
Nation brand is a wide spectrum of nation’s activities that includes export of foreign investment, culture and cultural heritage, people, governing and tourism. Actually, nation brand is a symbol of a nation from different dimensions. The main goal of this study is determining the relationship between affective image variables, overall image of a nation brand, cognitive image, unique image, intention to revisit a country and recommending it to others. And in case of such a relationship, what will be its limit and extensions? Correlations studies will evaluate some of variables, presuming that they have relationships with some variables.
 
Material and Methods
According to target, current research is applied research which is aimed to deals with solving practical problems. The current study categorized as a descriptive research that is used to describe characteristics of a population or a phenomenon being studied. Descriptive research generally precedes explanatory research. According to data collection this is a survey research, the researcher selects a sample of respondents from a population and administers a standardized questionnaire to them. Survey research is often used to assess thoughts, opinions, and feelings. A good sample selection is a key method, as it allows one to generalize the findings from the sample to the population, which is the whole purpose of survey research. The target population of this study was incoming tourists, who stopped at five selected city (Tehran, Esfahan, Yazd and Shiraz) during their trip in May and June 2015.Because the size of population was not clear, simple Random Sampling was used in this study as a sampling approach and the sample size was set at 384.
 
Discussion and Results
This study aimed to test a theoretical model of destination branding. It was proposed that destination image (i.e., brand image) is a multi-dimensional construct, influenced by the cognitive unique and affective images that collectively affect tourist future behaviors (intentions to revisit and recommend). Overall, the results showed that destination image exerts a mediating role between the three image components as the brand associations and the behavioral intentions. Overall image must be considered as an important factor in tourism marketing because its critical impact on tourists’ intention to recommend as an important information source has to form overall image of particular destination in potential tourists’ minds. Based on the results of this study, first affective-emotional and then the unique images of Iran have the most influence on destination general image (Iran). In addition to the theoretical contribution on destination branding, this study provides practical implications especially salient for the Iran. It reflects all the key components of a destination brand including its positioning, its rational (head) and emotional (heart) benefits and associations, together with its brand personality.The results show the least influence of conceptual-cognitive image among affecting factors on general image of Iran. Refer to effective factors on these images that includes quality of experiences, local attractions, environment, infrastructures, entertainment and recreations and items used for assessing these factors,  following suggestions have been discussed to improve the situation.
 
Conclusions
Based on the study results through questionnaire, shopping centers and facilities and access to the tour itinerary have the least impact on effective factors of trip experience quality. Another effective factor on effective-cognitive image to consider is local attractions. The third influential factors are country infrastructures and public environments. Among items forming it, variety of local foods has the least influence so it is proposed that cultural heritage organization as tourist proctor and municipalities as city branding proctor proceed on special local and national food festival and also tourism exhibition advertising in the field of traditional (home-made) foods.
 
Keywords: Destination Branding, Destination Image, Brand Image, Brand Associations.
 
References:

Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name (9th ed.), New York: Simon & Schuster Adult Publishing Group.
Aaker, D.A. and Shansby, J.G. (1982). Positioning your product, Business Horizons, 25(3): 56-62.
Alcañiz, E.B., García, I.S. and Blas, S.S. (2005). Relationships among residents' image, evaluation of the stay and post-purchase behavior, Journal of Vacation Marketing, 11(4): 291-302.
Baloglu, S. and McCleary, K.W. (1999). A model of destination image formation, Annals of Tourism Research, 26(4): 868-897.
Bigne, J.E., Sanchez, M.I. and Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: inter-relationship, Tourism Management, 22(6): 607-616.
Boulding, K.E. (1956). General systems theory-the skeleton of science, Management Science, 2(3): 197-208.
Cai Liping, A. (2002). Cooperative branding for rural destination, Annals of Tourism Research, 29(3): 720-742.
Chin, W.W. (1998). Issues and Opinion on Structural Equation Modeling, MIS Quarterly, 22(1): vii-xvi.
Crompton, J.L., Fakeye, P.C. and Lue, C.C. (1992). Positioning: The example of the Lower Rio Grande Valley in the winter long stay destination market, Journal of Travel Research, 31(2): 20-26.
Echtner, C.M. and Ritchie, J.R.B. (1993). The measurement of destination image: an empirical assessment, Journal of Travel Research, 31(4): 3-13.
Echtner, C.M. and Ritchie, J.R. (2003). The meaning and measurement of destination image: [Reprint of original article published in v. 2, no. 2, 1991: 2-12.], Journal of Tourism Studies, 14(1): 37-48.
Fornell, C. and Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
Hair, J., Hult, T., Ringle, C. and Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equations Modeling (PLS-SEM), Los Angeles: SAGE.
Hall, D. (2002). Brand development, tourism and national identity: The re-imaging of former Yugoslavia, Journal of Brand Management, 9(4): 323-334.
Hanzaee, K.H. and Saeedi, H. (2011). A model of destination branding for Isfahan city: Integrating the concepts of the branding and destination image, Interdisciplinary Journal of Research in Business, 1(4): 12-28.
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Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, The Journal of Marketing, 57(1):1-22.
Moilanen, T. and Rainisto, S. (2009). How to Brand Nations, Cities and Destinations, A Planning Book for Place Branding, UK: Palgrave MacMillan, 65-75.
Morgan, N. and Pritchard, A. (2001). Advertising in Tourism and Leisure, Oxford: Butterworth-Heinemann.
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4): 258-259.
Qu, H., Kim, L.H. and Im, H.H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image, Tourism Management, 32(3): 465-476.
Russell, J.A. and Pratt, G. (1980). A description of the affective quality attributed to environments, Journal of Personality and Social Psychology, 38(2): 311-322.
Ryan, C. and Gu, H. (2008). Destination branding and marketing: The role of marketing organizations, Handbook of Hospitality Marketing Management, PP: 383-411.
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کلیدواژه‌ها [English]
Destination Branding, Destination Image, Brand Image, Brand Associations
مراجع
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  9. Baloglu, S. and McCleary, K.W. (1999). A model of destination image formation, Annals of Tourism Research, 26(4): 868-897.
  10. Bigne, J.E., Sanchez, M.I. and Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: inter-relationship, Tourism Management, 22(6): 607-616.
  11. Boulding, K.E. (1956). General systems theory-the skeleton of science, Management Science, 2(3): 197-208.
  12. Cai Liping, A. (2002). Cooperative branding for rural destination, Annals of Tourism Research, 29(3): 720-742.
  13. Chin, W.W. (1998). Issues and Opinion on Structural Equation Modeling, MIS Quarterly, 22(1): vii-xvi.
  14. Crompton, J.L., Fakeye, P.C. and Lue, C.C. (1992). Positioning: The example of the Lower Rio Grande Valley in the winter long stay destination market, Journal of Travel Research, 31(2): 20-26.
  15. Echtner, C.M. and Ritchie, J.R.B. (1993). The measurement of destination image: an empirical assessment, Journal of Travel Research, 31(4): 3-13.
  16. Echtner, C.M. and Ritchie, J.R. (2003). The meaning and measurement of destination image: [Reprint of original article published in v. 2, no. 2, 1991: 2-12.], Journal of Tourism Studies, 14(1): 37-48.
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  18. Hair, J., Hult, T., Ringle, C. and Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equations Modeling (PLS-SEM), Los Angeles: SAGE.
  19. Hall, D. (2002). Brand development, tourism and national identity: The re-imaging of former Yugoslavia, Journal of Brand Management, 9(4): 323-334.
  20. Hanzaee, K.H. and Saeedi, H. (2011). A model of destination branding for Isfahan city: Integrating the concepts of the branding and destination image, Interdisciplinary Journal of Research in Business, 1(4): 12-28.
  21. Keller, K.L. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (4th ed.), Pearson Education.
  22. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, The Journal of Marketing, 57(1):1-22.
  23. Moilanen, T. and Rainisto, S. (2009). How to Brand Nations, Cities and Destinations, A Planning Book for Place Branding, UK: Palgrave MacMillan, 65-75.
  24. Morgan, N. and Pritchard, A. (2001). Advertising in Tourism and Leisure, Oxford: Butterworth-Heinemann.
  25. Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4): 258-259.
  26. Qu, H., Kim, L.H. and Im, H.H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image, Tourism Management, 32(3): 465-476.
  27. Russell, J.A. and Pratt, G. (1980). A description of the affective quality attributed to environments, Journal of Personality and Social Psychology, 38(2): 311-322.
  28. Ryan, C. and Gu, H. (2008). Destination branding and marketing: The role of marketing organizations, Handbook of Hospitality Marketing Management, PP: 383-411.
  29. Stern, E. and Krakover, S. (1993). The formation of a composite urban image, Geographical Analysis, 25(2): 130-146.
  30. Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. and Lauro, C. (2005). PLS path modeling, Computational Statistics & Data Analysis, 48(1): 159-205.
  31. Wetzels, M., Odekerken-Schröder, G. and Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration, MIS Quarterly, 33(1):177-195.
  32. Wold, H. (1975). From hard to soft modeling, Modeling in Complex Situations with soft information, Group Report presented at the third World Congress of Econometrics, Toronto, PP. 21-26.
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