بررسی و تحلیل ارزش ویژه برند گردشگری روستایی (مورد مطالعه روستاهای شهرستان طرقبه و شاندیز)

ارزش ویژه برند به عنوان یک ابزار در بررسی و تحلیل جایگاه برند و پیش بینی عملکرد آن در آینده حائز اهمیت است. هدف اصلی این مطالعه، بررسی و تحلیل ارزش ویژه برند گردشگری روستایی در روستاهای هدف گردشگری شهرستان طرقبه و شاندیز است. جامعه آماری این مطالعه، گردشگران شهرستان طرقبه و شاندیز است که از طریق نمونه گیری دو مرحله ای تصادفی ساده، از دو روستای ازغد و جاغرق به دست آمد. ابزار تحقیق پرسش نامه است که از طریق مصاحبه حضوری و تکمیل پرسش نامه از 403 گردشگر به دست آمد. تحلیل آمار و اطلاعات به دست آمده از طریق معادلات ساختاری مورد بررسی قرار گرفت. نتایج نشان داد که ارزش ویژه برند گردشگری روستایی متاثر از شاخص های مختلفی همچون آگاهی از برند، وفاداری به برند، کیفیت درک شده و تصویر از برند گردشگری روستایی در مناطق مورد مطالعه است که میزان اثرگذاری شاخص ‏های مذکور به ترتیب 0/616 ، 0/282 ، 0/106 و 0/611 است. بنابراین دو شاخص آگاهی از برند و تصویر از برند به عنوان دو شاخص اصلی اثرگذار بر ارزش ویژه برند، ایفای نقش می کنند. همچنین نتایج نشان داد که آگاهی از برند تاثیر معنی داری بر کیفیت درک شده (مقدار ضریب 0/225) و ارزش ویژه برند (مقدار ضریب 0/084) دارد که مقادیر هر دو ضریب نیز معنی دار است. با توجه به نتایج به دست آمده، حفظ و ارتقاء کارکردهای زیست محیطی روستاهای هدف گردشگری، حفظ ویژگی های روستایی مناطق مورد مطالعه، ممانعت از شهری شدن روستاهای گردشگری، ارزیابی دوره ای تصویر گردشگران از مقاصد هدف روستایی و اجرای برنامه های مختلف در ارتباط با آموزش جامعه روستاییان ساکن روستاهای گردشگری (جامعه میزبان) در خصوص میزبانی از گردشگران جهت ارتقاء سطح کیفی خدمات گردشگری به ‏عنوان اصلی ترین پیشنهادها ارائه شد.

investigating and analyzing the brand equity of rural tourism (case study of torqabeh and shandiz villages)

introductioncustomer-based brand equity is one of the topics that have attracted a lot of attention and researches among academics and professionals, especially in marketing field. according to acker, brand equity has four main dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. this shows that the special value of a strong brand consists of different dimensions, the main of which includes the following: customers are aware of the brand, have a favorable image of the brand, and understand that the brand is of high quality, and they are loyal to the brand.the tourism industry has emerged as one of the important and growing economic sectors in the last few decades and has been able to allocate a relatively high share and position in the budget of households. since the main goal of branding is to create positive associations with the destination and distinguish it from other destinations, branding in the tourism industry has become an important element of tourism management. therefore, the marketers of tourist destinations need to focus on all dimensions of brand equity in tourism destinations in order to increase and promote the brand equity of a destination.among the tourist destinations that have gained an important position among tourists in recent years, there are rural areas. in various studies, rural tourism has been mentioned as a means to rebuild development in different social and economic dimensions. therefore, rural tourism includes all the activities and services provided by rural people, farmers and governments for recreation and relaxation and attracting tourists to rural areas. rural tourism relies on the combination of the rural environment, farm activ  ities and village cultures, which is attractive for tourists and can sometimes play a role in generating income and creating employment opportunities. the main purpose of this study is to investigate the special value of the tourism brand in the villages of torqabeh and shandiz cities of razavi khorasan province. in this study, the factors and structures affecting the special value of the rural tourism brand of torqabeh and shandiz cities are investigated.materials and methodsthe special value of the brand is a multifaceted and complex concept and from the consumer’s point of view, it includes the dimensions of awareness, mental image, quality and loyalty. brand awareness has been mentioned as the main component for creating brand equity in a product or service. according to acker, consumers must first be aware of the brand in order to have a set of brand associations. brand awareness affects the formation and strength of brand associations and perceived quality. in other words, consumers’ brand awareness leads to attitudes such as brand association and perceived quality, which in turn affect attitudinal brand loyalty. previous studies show that destination brand awareness and brand image have a positive relationship. as a result of these findings, the following hypotheses are presented:h1: awareness of the destination brand has a positive and significant effect on the image of the destination brand.h2: awareness of the destination brand has a positive and significant effect on the perceived quality of the destination.h3: the brand image of the destination has a positive and significant effect on the perceived quality of the destination.h4: destination brand image has a positive and significant effect on destination brand loyalty.h5: perceived destination quality has a positive and significant effect on destination brand loyalty.h6: awareness of the destination brand has a positive and significant effect on the special value of the destination brand.h7: the image of the destination brand has a positive and significant effect on the special value of the destination brand.h8: the perceived quality of the destination has a positive and significant effect on the special value of the destination brand.h9: loyalty to the destination brand has a positive and significant effect on the special value of the destination brand.in terms of the purpose, the current research is of the type of applied research and in terms of the method of collecting information; it is of the type of descriptive-survey research. in this study, structural equation modeling was used to examine and test the assumptions and fit of the research model. the geographical area of the research is the tourism target villages of torqabeh and shandiz cities in razavi khorasan province. in this study, according to the sampling method (simple random two-stage method), two villages of azghod and jaghargh were selected. the estimated number of samples based on the formula sample size for structural equations is 380, and 403 questionnaires were completed in this study.results and discussionaccording to the theoretical model presented in the research method section, the structural equation model was estimated using smartpls3 software.the results show that all the hypotheses considered in the theoretical model are approved and therefore the model presented, regarding the explanation of brand equity in rural tourism, have a high prestige. the significance level of the sixth assumption is 10% and the eighth assumption is 5% a.