جستجوی مقالات مرتبط با کلیدواژه « آگاهی برند » در نشریات گروه « جغرافیا »

Branding a tourism destination has many benefits for that destination; But it should be noted that branding is not the end of the road and you should always measure its strength, that is strengthened and weakened by the brand equity;Purpose of research: The purpose of this study is to evaluate and prioritize the factors affecting the brand equity of Qalat village;

Data collection was done by library and survey and the statistical population of the study was tourists of Qalat village. The statistical sample was determined using Cochran's formula and the sampling was random; Finally, the collected data were analyzed by structural equation modeling method and in Smart-PLS software;Geographical area of research: The geographical area of this research is Qalat village in Shiraz city;

Findings showed that all dimensions of image, awareness, perceived quality and brand loyalty have a positive and significant effect on the brand equity of Qalat village; Most important component is brand awareness and brand loyalty, perceived brand quality and brand image are after awareness.

Due to the high impact of Qalat village brand awareness on the brand equity of the village brand, the emphasis of the village's tourism staff on strengthening information, introducing unknown village attractions and discovering prominent elements of the village, (which has the capacity to become a symbol of village tourism) is necessary; Qalat village has potential and actual attractions in various cultural, social and natural fields, which, if properly managed, will promote the brand and sustainability of tourism in this village. Qalat village has potential and actual attractions in various cultural, social and natural fields, which, if properly managed, will promote the brand and sustainability of tourism in this village.

In this research, we investigated the impact of cultural intelligence on the value of the brandoriented destination, customer-based in the tourists of Qazvin province. The research method in this paper is applied and descriptive-survey. The method of this research is from an applied and correlated point of view. The statistical population of this study was tourists visiting Qazvin, whose number was unlimited. Using the Cochran formula in the unlimited society, 384 individuals were selected as samples, which are also accepted by the structural equation technique (between 5 and 15 times the number of points). A questionnaire was used to collect data. Validity of the questionnaires was confirmed using content and structure validity. Cronbach's alpha coefficient was also used to assess the reliability of the questionnaires. Reliability was also confirmed. Then 384 questionnaires were distributed among tourists. Data were analyzed using descriptive and inferential statistics. SPSS software was used for descriptive statistics and LISREL software was used for inferential statistics (structural equation technique). The results of the data analysis showed that the cultural intelligence of tourists with a path coefficient (0.604) influences the value of the brand-specific destination of the customer-based destination. Also, cultural intelligence of tourists with path coefficient (0.579) on brand loyalty, with path coefficient (0.537) on brand quality, with path coefficient (0.437) on brand awareness, with path coefficient (0.379) on brand image and with path coefficient (0.350) Affects brand value.