پیوندهای مفید
آمار
| تعداد نشریات | 31 |
| تعداد شماره‌ها | 491 |
| تعداد مقالات | 4,778 |
| تعداد مشاهده مقاله | 7,410,552 |
| تعداد دریافت فایل اصل مقاله | 5,529,335 |
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 | ||
|
Abou-Shouk, Mohamed; Soliman, Mohammad (2021) The Impact Of Gamification Adoption Intention On Brand Awareness And Loyalty In Tourism: The Mediating Effect Of Customer Engagement, Journal Of Destination Marketing & Management, Volume 20, 1-10. Https://Doi.Org/10.1016/J.Jdmm.2021.100559 Ahmadi, Abdolmajid (2022) Investigating The Effect Of Tourism Brand Equity On Tourist Loyalty, Case Study: Iran Mall Of Tehran, Journal Of Urban Tourism, 8(4):59-71. Http://Doi.Org/10.22059/JUT.2022.336533.992 (In Persian). Ahmadi, Arash; Ataei, Afsoon (2022) Emotional Attachment: A Bridge Between Brand Reputation And Brand Advocacy, Asia-Pacific Journal Of Business Administration, 16(1):1-20. Https://Doi.Org/10.1108/APJBA-11-2021-0579 Aziz, A., Hidayat, A., Herlina, E., & Ernawati, W. (2023). Oligopoly Market And Monopolistic Competition In The Digital Era: Shariah Economic Perspective. Quality - Access To Success, 24(193), 61–67. Http://Repository.Syekhnurjati.Ac.Id/Id/Eprint/9637 Bahari, Jafar; Mohammadi, Samira (2024) An Analysis Of The Role Of Hotel Brand Equity With An Emphasis On Growth And Prosperity In The Tourism Industry, The Journal Of Tourism And Hospitality Marketing Research, 1(1):229-245. Http://Doi.Org/10.22080/TMHR.2024.26943.1009 (In Persian). Behboodi, Omid; Ghafourian Shagerdi, Amir; Koushk, Mohammad (2022) The Impact Of Brand Community Identities And Incentives On Brand Loyalty Through Online Brand Interactions (Case Study: Pandora Brand Instagram Users), 8(4):163-206. Http://Doi.Org/10.22051/Bmr.2021.36527.2166 (In Persian). Brodie, R., Hollebeek, L., Juric, B., & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, And Implications For Research. Journal Of Service Research, 14(3), 252–271. Https://Doi.Org/10.1177/1094670511411703 Dan Thanh, N. N., Thanh, N. D., Thuy, L, T. T., Thuy, D. M. (2020). The Mediating Role Of Self-Brand Connection And Brand Identity In The Relationship Between Brand Credibility And Brand Loyalty, Ho Chi Minh City Open University Journal Of Science, 10(2), 112-129. Https://Doi.Org/10.46223/HCMCOUJS.Econ.En.10.2.562.2020 Ghazali, Abozar; Mirbargkar, Seyed Mozafar (2020) The Effect Of Brand Identity And Brand Reward On Brand Loyalty Due To The Mediating Role Of Brand Interaction With The Customer (Case Study: Bank Saderat Customers), Journal Of New Research Approaches In Management And Accounting, 38(8):136-146. Https://Majournal.Ir/Index.Php/Ma/Article/View/457 (In Persian). Hao, Ruohong; Liang, Xiaobei; Meng, Hu (2024) Brand Engagement And Community User Behaviors In Online Interest Communities: Exploring A Moderated Mediation Model, Asia Pacific Journal Of Marketing And Logistics, 36(2): 512-530, Https://Doi.Org/10.1108/APJML-06-2023-0503 Hollebeek, L., Smith, D. L., Kasabov, E., Hammedi, W., Warlow, A., & Clark, M. K. (2021). Customer Brand Engagement During Service Lockdown. Journal Of Services Marketing. Forthcoming., 35, 201–209. Https://Doi.Org/10.1108/JSM-05-2020-0199 Hongsuchon, T., Rahardja, U., Khan, A., Wu, T., Hung, C., Chang, R., Hsu, C., Chen, S., (2023) Brand Experience On Brand Attachment: The Role Of Interpersonal Interaction, Feedback, And Advocacy, Emerging Science Journal, Vol. 7, No. 4, Pp. 1232-1246. 10.28991/ESJ-2023-07-04-014 Hu, Y., Ma, Z., & Kim, H. J. (2019). Examining Effects Of Internal Branding On Hospitality Student Interns' Brand-Supportive Behaviors: The Role Of Value Congruence. Journal Of Hospitality & Tourism Education, 30(3), 144–153. Https://Doi.Org/10.1080/10963758.2018.1438903 Hwang, J., Choe, J. Y. (Jacey) , Kim, H. M., & Kim, J. J. (2021). Human Baristas And Robot Baristas: How Does Brand Experience Affect Brand Satisfaction, Brand Attitude, Brand Attachment, And Brand Loyalty? International Journal Of Hospitality Management, 99(March). Https://Doi.Org/10.1016/J.Ijhm.2021.103050 Kotler, P., & Keller, K. L. (2016). Marketing Management. In Marketing Management (15theditio Ed.). Pearson Education. Kumar, V., & Kaushik, A. (2018). Destination Brand Experience And Visitor Behavior: The Mediating Role Of Destination Brand Identification. Journal Of Travel & Tourism Marketing, 35(5), 649–663. Https://Doi.Org/10.1080/10548408.2017.1401032 Le, M. T. H. (2021). The Impact Of Brand Love On Brand Loyalty: The Moderating Role Of Self-Esteem, And Social Influences, Spanish Journal Of Marketing ESIC, 2(1): 152-174. Https://Doi.Org/10.1108/SJME-05-2020-0086 Molinillo, S., Japutra, A., & Ekinci, Y. (2022). Building Brand Credibility: The Role Of Involvement, Identification, Reputation And Attachment. Journal Of Retailing And Consumer Services, 64, 102819. Https://Doi.Org/10.1016/J.Jretconser.2021.102819 Naeem, M., & Ozuem, W. (2021). Developing UGC Social Brand Engagement Model: Insights From Diverse Consumers. Journal Of Consumer Behaviour, 20(2), 426–439. Https://Doi.Org/10.1002/Cb.1873 Pakdel, Hoseyn; Hoseini, Ali (2024) Investigating The Impact Of Destination Well-Being And Tourism Experience On Place Attachment, 2(1):219-235. Http://Doi.Org/10.22080/TMHR.2024.27500.1027 (In Persian). Poursaeed, Mohammad Mehdi; Dehyadegari, Saeed; Khosropour, Reyhane; Barzegarpour, Mahbobe (2023) Investigating The Effects Of Brand Image, Brand Awareness And Brand Quality On Attachment And Loyalty To The Tourism Destination Brand The Case Study A Kerman And Yazd Cities, Journal Of Urban Tourism, Journal Of Urban Tourism, 10 (2):93-113. Http://Doi.Org/10.22059/JUT.2023.352590.1098 (In Persian). Rather, R., & Camilleri, M. (2019). The Effects Of Service Quality And Consumer-Brand Value Congruity On Hospitality Brand Loyalty. Anatolia, 30(4), 547–559. Https://Doi.Org/10.1080/13032917.2019.1650289 Rather, R. A., Hollebeek, L. D., Vo-Thanh, T., Ramkissoon, H. (2022). Shaping Customer Brand Loyalty During The Pandemic: The Role Of Brand Credibility, Value Congruence, Experience, Identification, And Engagement, Journal Of Consumer Behaviour,21(5): 1175-1189. Https://Doi.Org/10.1002/Cb.2070 Rather, R. A. (2018). Consequences Of Consumer Engagement In Service Marketing: An Empirical Exploration. Journal Of Global Marketing, 32(2), 116–135. Https://Doi.Org/10.1080/08911762.2018.1454995 Sadeghi, Hojatollah; Seidaiy; Seyed Skandar (2024) Knowing The Effective Factors In The Branding Of Hospitality Culture In Iran’s Tourism, The Journal Of Tourism And Hospitality Marketing Research, 1(1):89-113. Http://Doi.Org/10.22080/TMHR.2023.26261.1003 (In Persian). Saha, V., Goyal, P. And Jebarajakirthy, C. (2022), "Value Co-Creation: A Review Of Literature And Future Research Agenda", Journal Of Business & Industrial Marketing, 37(3), Pp. 612-628. Https://Doi.Org/10.1108/JBIM-01-2020-0017 Sarikhani, Adel; Rezaei, , Mohammadreza; Pashapoor, Hojatollah; Rahimi, Ali (2024) Analyzing The Effect Of Brand Equity Of A Tourism Destination On The Loyalty Of Its Tourists With The Mediating Role Of Brand Experience: The Case Study Of Sarein City, Journal Of Urban Tourism, 11 (2): 35-56. Http://Doi.Org/10.22059/Jut.2024.352264.1094 (In Persian). Seifollahi, N. And Dehghani Ghahnavieh, A. (2024) Examining The Role Of Brand Value Congruence, Dimensions Of Brand Experience In The Influence Of Customer-Brand Identification On Tourism Brand Productivity, International Journal Of Business And Development Studies, 16 (1). Https://Doi.Org/101-122. 10.22111/IJBDS.2024.48713.2111 Stokburger-Sauers., Nicola E.; Ratneshwar; Ratneshwar, S.; Sen, Sankar (2012) Drivers Of Consumer-Brand Identification, International Journal Of Research In Marketing, 29(4):406-418, Https://Doi.Org/10.1016/J.Ijresmar.2012.06.001 Vivek, S., Beatty, S., & Morgan, R. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal Of Marketing Theory And Practice, 20(2), 122–146. Https://Doi.Org/10.2753/MTP1069-6679200201 World Travel & Tourism Council: Travel & Tourism Economic Impact (2023). Yoshida, M., Gordon, B. S., & James, J. (2021). Social Capital And Consumer Happiness: Toward An Alternative Explanation Of Consumer-Brand Identification. Journal Of Brand Management, 28, 481–494. Https://Doi.Org/10.1057/S41262-021-00240-Y | ||
|
آمار تعداد مشاهده مقاله: 82 تعداد دریافت فایل اصل مقاله: 12 |
||