تاثیر تصویر برند مقصد بر قصد بازدید مجدد: نقش واسطه‌ای تجربه به‌یادماندنی گردشگری، شخصیت و رضایت از مقصد گردشگری

تصویر مقصد، نقطه شروع یک بازاریابی گردشگری موفق است، زیرا تصویر و تجربیات سفر بازدیدکنندگان، افکار آن‌ها را به یک مقصد خاص پیوند می‌دهد. ازاین‌رو، هدف از پژوهش حاضر بررسی تاثیر تصویر برند مقصد بر قصد بازدید مجدد: نقش واسطه‌ای شخصیت، تجربه به‌یادماندنی و رضایت از مقصد گردشگری است. روش تحقیق توصیفی و از نوع همبستگی می‌باشد. جامعه آماری این پژوهش کلیه گردشگرانی است که در بهار 1398 به شهر اردبیل سفرکرده‌اند. به دلیل حجم نامحدود جامعه آماری تحقیق 450 پرسشنامه به‌صورت تصادفی در میان گردشگران توزیع و 420 پرسشنامه بازگشت داده شد. برای گردآوری داده‌های پژوهش، از 5 پرسشنامه استاندارد حاوی 26 سوال استفاده شد. به‌منظور تجزیه‌وتحلیل داده‌ها از نرم‌افزار spss و lisrel و مدل معادلات ساختاری استفاده‌شده است. یافته‌های تحقیق نشان داد که تصویر برند مقصد بر قصد بازدید مجدد از مقصد تاثیر معنی‌داری دارد. همچنین یافته‌های پژوهش حاکی از آن بود که تجربه به‌یادماندنی گردشگری، شخصیت و رضایت از مقصد در رابطه بین تصویر برند مقصد و قصد بازدید مجدد از مقصد نقش واسطه‌ای دارد. بر اساس نتایج تحقیق به برنامه ریزان حوزه گردشگری پیشنهاد می‌شود در راستای افزایش قصد بازدید مجدد گردشگران، تصویر برند مقصد گردشگری را مدنظر قرار دهند و با توجه به ابعاد تصویر برند مقصد، تلاش نمایند تصویر بهتری از برند مقصد گردشگری در ذهن گردشگران ایجاد نمایند تا از این طریق احتمال بازدید مجدد گردشگران از مقصد گردشگری را افزایش دهند.

The effect of destination brand image on revisit intention: the mediator role of destination personality, memorable tourism experiences and destination satisfaction

IntroductionThe concept of destination marketing has been a key factor in the strategy of many local communities for more than a decade, seeking to gain a competitive advantage in a particular field (eg, production, tourism, art, sports). Today, Tourism destinations have fierce competition with each other. Tourist destinations marketing provides a way to differentiate a destination from its competitors and is considered as an important tool to increase the competitiveness of tourism destinations. Revisit Intention is one of the concepts considered in destination marketing. One of the issues facing tourism marketers is determining the factors associated with the intention to revisit tourists so that they can be effective in reattracting current tourists. The destination brand image is an important factor in the development of tourism and destination marketing. In fact, tourists travel to destinations to visit their mental images. The destination personality attributes human personality traits (eg, intimate, exciting, attractive, etc.) to a tourist destination. The character of the destination creates a special kind of tourism experience. In fact, the tourism experience is the essence of the tourism industry and hospitality. Researchers argue that memorable tourism experiences affect tourist satisfaction and are the best predictor of future tourist behavior. The present study examines the impact of the destination brand image on the revisit intention, introduces suitable grounds for the success of tourism destinations, and offers strategies to guide tourism managers. Therefore, this study examines the mediating role of selected components of tourist destination marketing, including the memorable experience of tourism, destination personality and satisfaction in the relationship between the destination image and the intention to revisit the tourist destination. Methodology The present study is an applied and descriptivecorrelational research. The statistical population of the study included tourists visiting Ardabil in the spring of 2019. Also in the present study, the data collection tool is the standard questionnaire consisting of 26 main questions for the variables of the destination brand image, intention to revisit the destination, destination personality, experience and satisfaction of the destination, which is based on 5point Likert range. According to Morgan’s table, the sample size was estimated at 384 people. We distribute 450 questionnaires and 420 complete questionnaires were collected and analyzed. Cronbach’s alpha results and the combined reliability coefficient (CR) confirmed the reliability of the questionnaire. To analyze the hypotheses, Lisrel software and structural equation modeling methods were used to test the hypotheses derived from the theoretical research model. Results and discussionThis group of people, with a total of 160 people, accounted for 38.1% of the total sample size. In addition, people with a bachelor’s degree show a higher frequency than other members of the sample. With a large population of 223, the group accounted for a total of 53.1% of the total sample. Also, in the study of the number of trips to Ardabil, 4 to 5 times with a frequency of 150 people had the highest frequency. In the variable study period of residence, 2 to 3 days with a frequency of 122 people, in total, 29% of the total sample has been allocated. Also, in the study of income variable, it was found that people with an income of 10 to 20 million Rials with 168 people had the highest frequency.The first hypothesis of the research states that the destination image affects the intention to revisit it; the Tvalue of this hypothesis is 7.79, which indicates that this hypothesis is confirmed. Also, the beta coefficient of this hypothesis (β) is equal to 0.76, since the path coefficient obtained is positive, so this relationship is direct. In order to test the other three hypotheses of the research, which have an intermediate variable, the Sobel test was used according to the obtained path coefficient. The zvalue of the three hypotheses that had a intermediate variable was 2.38, 8.45 and 2.65. Based on the results of the research, it can be said that the destination personality, the memorable experience of the tourist and the satisfaction of the destination in the relationship between the destination brand image and the revisit intention, have a positive and significant mediating role. ConclusionThe results of the hypotheses confirmed the positive relationship between the destination brand image and the revisit intention and also confirmed the mediating role of the destination personality, experience and satisfaction of the destination; therefore, focusing on improving the brand image of the destination can be one of marketing strategies to increase competitiveness and differentiation of destination. Based on the obtained results, it is suggested that the destination management improve the mental image of the destination among tourists by carrying out advertising and promotional activities. Based on the obtained results, it is suggested that the destination managers, create the facilities of tourism infrastructure and valuable features in the tourist destinations, in order to improve the satisfaction and loyalty of tourists to the destination. According to the research results, destination managers should pay more attention to improving the quality of tourists’ experience when determining and formulating longterm strategies; In order to create the facilities of tourism infrastructure and valuable features in tourism destinations, more serious efforts should be made to improve the satisfaction and loyalty of tourists to their destinations. Also, in order to motivate the reuse of tourism services, the consumption behavior of tourists should be analyzed and their basic needs should be identified.