ارائه مدل بازاریابی شخصیت برند به‌منظور افزایش وفاداری مشتریان در مقاصد گردشگری (مطالعه موردی: جزیره کیش)

فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهری

مقاله 15، دوره 11، شماره 43، بهمن 1399، صفحه 223-240   

نوع مقاله: مقاله پژوهشی

نویسندگان

رضا بیگ مرادی¹؛ علیرضا روستا^{* 2}؛ اسفندیار دشمن زیاری³

¹گروه مدیریت بازرگانی، واحد بین‌المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران

²استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، شهر قدس، ایران

³استادیار، گروه مدیریت، واحد اسلام‌شهر، دانشگاه آزاد اسلامی، اسلام‌شهر، ایران

تاریخ دریافت: 10 مهر 1399،  تاریخ بازنگری: 01 آبان 1399،  تاریخ پذیرش: 06 آبان 1399 

چکیده

در تحقیق حاضر به ارائه مدل بازاریابی شخصیت برند به‌منظور افزایش وفاداری مشتریان در مقاصد گردشگری پرداخته شده است. روش تحقیق از نوع کاربردی و از لحاظ رویکرد، اکتشافی - تبیینی و شیوه انجام نیز به‌صورت آمیخته (کیفی-کمی) است. جامعه آماری در بخش کیفی شامل کارشناسان و خبرگان مدیریت شهری و گردشگری و در بخش کمی شامل گردشگران داخلی ورودی به جزیره کیش در تابستان 1399 است؛ که از میان گروه اول به روش گلوله برفی هدفمند تعداد 13 نمونه و از میان گروه دوم به روش تصادفی ساده تعداد 85 نمونه، انتخاب گردید. در این تحقیق برای تجزیه و تحلیل اطلاعات در بخش کیفی از تئوری داده بنیاد و در بخش کمی از مدل‌سازی معادلات ساختاری استفاده شد. یافته‌های مبتنی بر نظریه داده بنیاد در بخش کیفی نشان داد، عوامل بازاریابی از طریق 5 عنصر خدمت/محصول، قیمت، تبلیغ، ترویج و مکان و عوامل مدیریتی از طریق 3 مؤلفه رهبری کارآمد، مدیریت منابع انسانی و سیاست‌های گردشگری موجب ایجاد شخصیت برند در جزیره کیش می‌شود؛ شخصیت برند ایجادشده نیز موجب ایجاد برندسازی شهری می‌گردد. همچنین، زیرساخت‌ها از قبیل خدمات اقامتی-بهداشتی، حمل‌ونقل و غذا (رستوران‌ها) به عنوان شرایط زمینه و قابلیت‌های محیطی از قبیل عوامل سیاسی و امنیتی، اقتصادی و فرهنگی-اجتماعی به عنوان عوامل مداخله‌گر بر برندسازی شهری در جزیره کیش تأثیر گذاشته و در نهایت موجب وفاداری به برند می‌شود که هم برای گردشگران و هم برای جزیره کیش سودآوری خواهد داشت. یافته‌های کمی نیز تاییدی بر یافته‌های بخش کیفی است؛ به طوری که نتایج حاصل از مدل‌سازی معادلات ساختاری نشان داد، در سطح اطمینان 95 درصد بازاریابی و مدیریت بر شخصیت برند؛ شخصیت برند، عوامل محیطی و زیرساخت‌ها بر برندسازی شهری؛ و برندسازی شهری بر وفاداری به برند مؤثر است.

کلیدواژه‌ها

شخصیت برند؛ وفاداری؛ مقاصد گردشگری؛ جزیره کیش

عنوان مقاله [English]

Presenting a brand personality marketing model to increase customer loyalty in tourism destinations (Case study: Kish Island)

نویسندگان [English]

Reza Begmoradi¹؛ alireza rousta²؛ Esfandiar Doshmanziyari³

¹Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

²Assistant Professor, Department of Business Management, Qods city Branch, Islamic Azad University, Qods city, Iran

³Assistant Professor, Department of Management, Slamshahr Branch, Islamic Azad University, Slamshahr, Iran

چکیده [English]

In this research, the brand personality marketing model has been presented in order to increase customer loyalty in tourism destinations. The research method is applied and in terms of approach, he is exploratory-explanatory and the research method is mixed (qualitative-quantitative). The statistical population in the qualitative part includes experts and experts in urban management and tourism and in the quantitative part includes domestic tourists entering Kish Island in the summer of 1399; From the first group, 13 samples were selected by targeted snowball method and from the second group, 85 samples were selected by simple random method. In this research, for data analysis in the qualitative part, Grounded theory was used and in the quantitative part, structural equation modeling was used. Findings based on the data theory of the foundation in the qualitative section showed that marketing factors through 5 elements of service / product, price, advertising, promotion and location and management factors through 3 components of effective leadership, human resource management and tourism policies create brand personality in Kish Island; And the personality of the created brand also creates urban branding. Also, infrastructure such as accommodation-health services, transportation and food (restaurants) as background conditions and environmental capabilities such as political and security, economic and socio-cultural factors as interfering factors affect urban branding in Kish Island and finally It causes loyalty to the brand, which will be beneficial for both tourists and Kish Island. Quantitative findings also confirm the findings of the qualitative section; As the results of structural equation modeling showed, at 95% confidence level of marketing and management on brand personality; Brand personality, environmental factors and infrastructure on urban branding; And urban branding affects brand loyalty.

کلیدواژه‌ها [English]

brand personality, loyalty, tourism destinations, Kish Island

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