Effectiveness of Multi-sensual Marketing on Loyalty to Tourism Destination Brand
محل انتشار: مجله بین المللی مطالعات علمی، دوره: 1، شماره: 3
سال انتشار: 1395
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 720
فایل این مقاله در 14 صفحه با فرمت PDF قابل دریافت می باشد
- صدور گواهی نمایه سازی
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_IJSS-1-3_002
تاریخ نمایه سازی: 19 شهریور 1396
چکیده مقاله:
The current research investigated the role of multi-sensual marketing on destination loyalty in tourism industry context. It contains both quantitative and qualitative methods. For the qualitative section, some interviews have been conducted with 16 members of tourism experts, academicians and industry practitioners until some indicators discovered for sensual marketing and loyalty to destination brand variables. In quantitative section a researcher made questionnaire was created using 5 point Likert scale and was distributed among the tourists. The sample members were randomly selected which included 394 tourists. The coding method was used to analyze the data by the quantitative method and first and second order confirmatory factor analysis methods with smart PLS statistical software and Spearman correlation were used to analyzed the data by the qualitative method. The findings indicated that , according to the experts views, there is a significant, direct and positive relationship between consumers senses and loyalty to tourism destination brand. The more the scores of the consumers senses increase, the more the sores of the loyalty to tourism destination brand increase and vice versa
کلیدواژه ها:
نویسندگان
Mohammad Haghighi
Associate Professor Faculty of Manegement, University of Tehran, Iran
Taher Roshandel Arbatani
Associate Professor Faculty of Manegement, University of Tehran, Iran
Ahmad Roosta
Associate Professor Faculty of Manegement, University of Shahid Beheshti, Iran
Ali Salehi
PH. Candidate in International Marketing, University of Tehran, Iran