The effect and prioritization of international branding components of the tourism industry in tourism marketing in Tehran
- سال انتشار: 1402
- محل انتشار: فصلنامه مدیریت نوآوری و رفتار سازمانی، دوره: 3، شماره: 3
- کد COI اختصاصی: JR_JIMOB-3-3_002
- زبان مقاله: انگلیسی
- تعداد مشاهده: 138
نویسندگان
Master's degree, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.
Assistant Professor, Department of Cultural Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Assistant Professor, Department of Cultural Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده
Objective: The purpose of this research was the influence and prioritization of the international branding components of the tourism industry on tourism marketing in Tehran.Method: This study was a descriptive survey in terms of implementation methods. The statistical population included all technical officials and managers of the Institute of International Tourist Companies and tourist tour guides of Tehran province in ۲۰۲۲, numbering ۸۴۹۹ people. Using the table of Krejcie and Morgan and the available method, ۳۶۷ people were selected as the sample size. The data collection tool was the international tourism branding questionnaires made by the researcher based on Jalalian's research (۲۰۱۹) and Sangabi's tourism marketing (۲۰۱۴). The data were analyzed using descriptive statistics (frequency and percentage) and inferential statistics (Kolmogorov Smirnov, t-test and regression) using SPSS-۲۶ software.Results: The results showed that the international branding components of the tourism industry affect tourism marketing in Tehran. Also, the results showed that brand image, awareness, perceived quality, and loyalty are the most important components of the tourism industry's international branding in Tehran's tourism marketing.Conclusion: One of the reasons for the importance of the concept of special brand value is that city managers and company owners can gain a competitive advantage with the help of brands with high special value. The more positive the tourists' evaluation of each of the specific brand value dimensions, the higher the brand of that destination has a higher specific value among tourists.Objective: The purpose of this research was the influence and prioritization of the international branding components of the tourism industry on tourism marketing in Tehran. Method: This study was a descriptive survey in terms of implementation methods. The statistical population included all technical officials and managers of the Institute of International Tourist Companies and tourist tour guides of Tehran province in ۲۰۲۲, numbering ۸۴۹۹ people. Using the table of Krejcie and Morgan and the available method, ۳۶۷ people were selected as the sample size. The data collection tool was the international tourism branding questionnaires made by the researcher based on Jalalian's research (۲۰۱۹) and Sangabi's tourism marketing (۲۰۱۴). The data were analyzed using descriptive statistics (frequency and percentage) and inferential statistics (Kolmogorov Smirnov, t-test and regression) using SPSS-۲۶ software. Results: The results showed that the international branding components of the tourism industry affect tourism marketing in Tehran. Also, the results showed that brand image, awareness, perceived quality, and loyalty are the most important components of the tourism industry's international branding in Tehran's tourism marketing. Conclusion: One of the reasons for the importance of the concept of special brand value is that city managers and company owners can gain a competitive advantage with the help of brands with high special value. The more positive the tourists' evaluation of each of the specific brand value dimensions, the higher the brand of that destination has a higher specific value among tourists.کلیدواژه ها
Tourism marketing, international branding, tourism industry.اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.