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کسب حمایت و وفاداری به برند در مسافران هتل‌های پنج ستاره: بررسی تأثیر ارزش، هویت و درگیری ذهنی مشتریان نسبت به برند | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 10، دوره 2، شماره 2 - شماره پیاپی 3، آذر 1403، صفحه 223-241 اصل مقاله (850.37 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2025.28997.1048 | ||
| نویسندگان | ||
| محسن رجب زاده1؛ الهه ناصری نژاد* 2؛ امین رضا باقری3؛ غلامرضا علی میرزائی4 | ||
| 1استادیار، گروه مدیریت اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران. | ||
| 2استادیار گروه مدیریت بازرگانی، موسسه آموزش عالی خردگرایان مطهر، مشهد، ایران | ||
| 3کارشناسی ارشد بازرگانی بین الملل، گروه مدیریت بازرگانی موسسه آموزش عالی خردگرایان مطهر مشهد | ||
| 4گروه مدیریت بازرگانی موسسه آموزش عالی خردگرایان مطهر مشهد | ||
| تاریخ دریافت: 25 فروردین 1404، تاریخ بازنگری: 14 اردیبهشت 1404، تاریخ پذیرش: 17 اردیبهشت 1404 | ||
| چکیده | ||
| زمینه و هدف: با توجه به اهمیت مقولۀ گردشگری در دنیا و سودآوری بالای آن برای ایران، این مطالعه به دنبال بررسی عوامل مؤثر بر حمایت و وفاداری به برند در مسافران هتل‌های پنج ستارۀ شهر مشهد است. براساس ادبیات، حمایت از برند، تأثیر مثبت بر شهرت یک هتل داشته و منجر به ارتقاء نام برند یک هتل در میان رقبا در فضاهای گفتگوی میان افراد می‌گردد. همچنین وفاداری به برند یک هتل نیز منجر به جذب مسافران بیشتر برای آن مقصد گردشگری خواهد شد؛ لذا تحقیق حاضر با هدف بررسی اثر تجانس ارزش برند و هویت برند بر حمایت و وفاداری برند در جامعۀ آماری مهمانان هتل‌های پنج ستارۀ شهر مشهد انجام شده است. روش شناسی: در تحقیق حاضر، تعداد 384 نفر از مهمانان این هتل‌ها بررسی شدند. روش پژوهش از لحاظ هدف، کاربردی، از لحاظ نحوۀ جمع‌آوری داده‌ها بهصورت توصیفی-همبستگی و از لحاظ نحوۀ تجزیه و تحلیل داده‌ها به صورت کمی است. ابزار اندازه‌گیری این پژوهش پرسشنامه‌های مربوطه از منابع معتبر است که روایی و پایایی آن‌ها از روش‌های مختلف بررسی و مورد تأیید قرار گرفت. همچنین جهت تجزیه و تحلیل داده‌ها از تکنیک معادلات ساختاری استفاده گردید. یافته ها: نتایج بیانگر آن بود که تجانس ارزش برند با نقش میانجی هویت برند بر حمایت از برند و وفاداری به برند اثرگذار هستند. همچنین درگیری ذهنی مشتریان، رابطۀ میان متغیرهای تجانس ارزش برند و هویت برند را تعدیلگری می‌کند. نتیجه گیری و پیشنهادات: با شناسایی روابط میان متغیرها، پیشنهاداتی جهت ارتقاء وفاداری به برند و حمایت از برند در مشتریان هتل‌های پنج ستارۀ شهر مشهد و ایجاد رابطۀ قوی میان مشتری و برند ارائه شد. نوآوری و اصالت: با توجه به وجود شکاف مطالعاتی در زمینۀ علم برندینگ در صنعت گردشگری ایران، انجام پژوهش بین رشته‌ای در زمینۀ مدیریت رفتار مصرف‌کننده، مدیریت بازاریابی و مدیریت گردشگری، می‌تواند بینش وسیعی جهت کمک به کسب و کارهای گردشگری ایجاد کند. | ||
| کلیدواژه‌ها | ||
| تجانس ارزش برند؛ حمایت از برند؛ درگیری ذهنی مشتریان؛ وفاداری به برند؛ هویت برند | ||
| عنوان مقاله [English] | ||
| Gaining Brand Support and Loyalty among Five-Star Hotel Travelers: Examining the Impact of Customers' Brand Value Congruence, Identity, and Engagement | ||
| نویسندگان [English] | ||
| Mohsen Rajabzadeh1؛ Elaheh Naserinezhad2؛ AminReza Bagheri3؛ Gholamreza Alimirzaei4 | ||
| 1Assistant Professor of Executive Management, Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran. | ||
| 2Assistant Professor of Business Management Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran | ||
| 3Master of International Business Management, Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran | ||
| 4Department of Management, Kheradgerayan Motahar Institute of Higher Education, Mashhad, Iran | ||
| چکیده [English] | ||
| Context and Purpose: Given the global significance of tourism and its considerable profitability for Iran, this study aims to investigate the factors influencing brand support and loyalty among guests of five-star hotels in Mashhad. Brand support positively affects a hotel's reputation, enhancing its brand image within competitive environments and social interactions. Additionally, brand loyalty contributes to attracting more travelers to the destination. Design/methodology/approach: This research adopted an applied methodology to examine the factors affecting brand support and loyalty among guests of five-star hotels in Mashhad. Data were gathered using a descriptive-correlational approach, and their analysis was conducted quantitatively. The sample comprised 384 guests from these hotels. The measurement instruments included validated questionnaires from reputable literature, with their validity and reliability established through various methodologies. Furthermore, structural equation modeling was employed for data analysis. Findings: The findings revealed that brand value congruence, with brand identity serving as a mediating variable, significantly influences brand support and loyalty. Moreover, customer engagement moderates the relationship between brand value congruence and brand identity. Conclusion: This research illustrates that brand value congruence, mediated by brand identity, significantly impacts brand support and loyalty within five-star hotels in Mashhad. It is essential to consider cultural values and customer identities, as aligning these values can enhance customer acceptance. Additionally, customer engagement positively influences the relationship between brand value congruence and brand identity. Therefore, hotel managers should take these factors into account to bolster customer loyalty. Originality/value: Considering the existence of a research gap in branding science in the Iranian tourism industry, conducting interdisciplinary research in consumer behavior management, marketing management, and tourism management can provide broad insights to help tourism businesses. | ||
| کلیدواژه‌ها [English] | ||
| Brand Value Congruence, Brand Support, Customer Engagement, Brand Loyalty, Brand Identity | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 93 تعداد دریافت فایل اصل مقاله: 18 |
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