جستجوی مقالات مرتبط با کلیدواژه « word of mouth » در نشریات گروه « مدیریت »

The medical tourism industry is growing rapidly and has one of the fastest growing tourism markets. Iran, with its many opportunities and capabilities in this field, can become one of the destinations of international medical tourism. In this study, the effect of medical tourism development in the era of the Covid 19 epidemic on the reflection of tourist destination re-visit by the main category, intervening conditions, contextual conditions and strategy has been investigated. The purpose of this study is to design a model for the development of medical tourism using qualitative research methods and data base methods. In this research, sampling has been done by purposeful, theoretical and snowball methods, data collection tools in this research, semi-structured interviews and its analysis method have been performed using the data paradigm model of the foundation. In inferential analysis of data, Cronbach's alpha coefficient and structural equation modeling method were used. Findings The research indicates that the development of medical tourism is effective on the reflection of re-visiting the tourist destination due to the main category, intervening conditions, contextual conditions and strategy. Iran is one of the countries that has the potential to boost medical tourism and make itself one of the unique destinations in the world

One of the most important challenges of tourism industry in Iran is developing sustainable relationships with tourists. In this way, paying attention to the quality required by tourists and achieving proper identity for the destination is important. Therefore, the aim of this study is to explain the role of destination quality on tourist behavioral intentions, focusing the mediating role of destination brand identification. The statistical population of the study is domestic and foreign visitors from selected cities of Iran from October 2019 to May 2020. In order to collect data first, purposive sampling method was used to select cities and then using convenience non-random sampling method tourists were questioned. Content validity and reliability of the questionnaire (with Cronbach's alpha 939٪) were confirmed. Finally, 415 acceptable researcher-made questionnaires were collected to perform analysis by structural equation modeling method. Findings show quality with its three dimensions affects destination brand identification, tourist satisfaction and behavioral intentions (intention to revisit and word of mouth). Destination identification also effects on satisfaction and behavioral intentions. According to the results, tourism destinations should provide the quality needed by tourists in order to create a sense of belonging in the tourist and cause tourist satisfaction, word of mouth and intention to revisit the destination.

The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data collection, it is a descriptive survey. The statistical population of the research is the consumers of LG home appliances in Tehran, and a questionnaire was used to collect data. Using the relevant formulas (for an unlimited population), the statistical sample size was determined to be 384 and after distributing the questionnaires, 361 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 soft wares. The research findings indicate the positive and significant effect of brand knowledge on brand attitude, brand attitude on brand trust, brand trust on brand involvement, brand trust on brand commitment, brand involvement on brand loyalty, brand commitment on brand loyalty, brand loyalty on value co-creation, loyalty on WOM (Word of Mouth), and value co-creation on WOM. The results showed that the effective actions of the companies and the attention of the managers of the organizations to the knowledge and attitude and trust in the brand of the organization can play a role in the co-creation value and WOM,

 Tourists in their trips, in addition to visiting the city's sights, want to enjoy their trip by staying in a suitable hotel, and hotels also seek to provide satisfactory services to tourists, so that they can take steps to encourage tourists to visit again and promote their positive word of mouth to others. Therefore, it is necessary to conduct a research in order to provide the correct solutions to hotel managers in this direction. Therefore, the aim of the current research is the effect of multisensory marketing model on word of mouth in tourism business has been investigated through mediating variables of brand sensory experience and brand love.

 This research in terms of purpose, application and method of doing work, it is a survey. Its statistical population includes tourists staying in 17 hotels, including four and five star hotels in Mashhad. Data collection was done through a standard questionnaire and based on Cochran's formula, the minimum sample size for unknown communities is estimated to be 384 people, which in the end, in this research 387 questionnaires were collected convenience non-randomly and analyzed. Structural equation modeling method and (SPSS v.19) and (AMOS v.18) software were used for data analysis. The findings indicate the confirmation of all research hypotheses. The results show that the effect of multi-sensory marketing model on brand sensory experience, brand love and word of mouth is positive and significant, and also brand sensory experience and brand love have a positive and significant effect on word of mouth.
This research is applied in terms of purpose and due to the fact that in this research, a questionnaire is used, so this research is a survey in terms of method. Standard measures of previous studies were used to measure the variables. The construct and content validity of the questionnaire was confirmed by reviewing the opinions of management experts. The multisensory marketing model variable with 25 questions and the brand sensory experience variable with 3 questions were measured from the study of Wiedmann et al. (2018), the brand love with 10 questions and the WOM with 3 questions were measured from the study of Carrol and Ahuvia (2006). The validity of the questionnaire constructs was also evaluated using factor analysis technique. The statistical population is all tourists living in four and five star hotels in Mashhad. The non-random sampling method available and the number of samples using the Cochran's formula for an infinite population, the minimum sample size of 384 people was determined (standard deviation of the sample was 0.5 and the error value was 0.05). Therefore, about 400 questionnaires were distributed in 4- and 5-star hotels, Including hotels Qasr Talaee, Darvishi, Almas 2, Qasr International Hotel, Pardisan, Homa 1, Sinoor, Pars, Madinah Al Reza, Homa 2, Parsis, Almas 1, Almas Novin, Javad Hotel, Mino, Sarina and Ferdows Mashhad, and finally 387 questionnaires were collected and analyzed. In order to analyze the data, various statistical analysis methods such as Pearson correlation analysis were used to calculate zero-order correlation coefficients and structural equation modeling was used to examine the fit of the structural equation model with the collected data. The analysis was performed using (SPSS v.19) and (AMOS v.18) software.

 According to the obtained results, it can be said that multisensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest, its brand love and acts as an effective variable for word of mouth. In this study, special attention has been paid to the industry of 4- and 5-star hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. Also, a hotel in terms of smell, hearing, sight, taste and touch can strengthen a positive feeling and, following the experiential logic, creates a special value for the individual and, in particular, a brand image. Therefore, the findings show that in the tourism business, through the five senses, it is possible to create an experience in people that induces a positive or negative feeling, and based on this feeling, a person decides to choose or not to choose his place of residence.

 In this study, six hypotheses were developed that were confirmed. The first, second, and third hypotheses of multisensory marketing model on brand sensory experience, brand love, and wom are confirmed. In the fourth and fifth hypotheses, the effect of brand sensory experience on brand love and word of mouth was confirmed. Finally, in the sixth hypothesis test, the effect of brand love on word of mouth was confirmed. In fact, in multisensory marketing model, multisensory marketing model can enhance word-of-mouth through brand experience and brand love. According to the obtained results, it can be said that multi-sensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest its brand love. It works effectively for word of mouth. In this study, special attention has been paid to the industry of hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. It is recommended in detail to the managers active in the tourism industry, to implement a multisensory marketing model concept, they must constantly stimulate each of the senses of the hotel guests during their stay so that they can leave a lasting sensory experience of their brand on people who lead to brand love so the guests that they can contribute to the prosperity of their hotel through their word of mouth.

In the current competitive era, one of the most important factors for the success of travel agencies is customer loyalty to the services provided by them. Therefore, the quality of services provided by travel agencies, given that a large number of service recipients believe in the suggestions of friends or family more than any other type of advertising, can affect the customer's intention to buy. Accordingly, the main purpose of this study is to investigate the mediating effect of word of mouth on the impact of service quality on customer purchase intention in airline travel agencies in Bushehr province. The research is applied and descriptive-correlation in terms of purpose and method, respectively.The population of the study encompasses customers of travel agencies in Bushehr province. A random sampling method was adopted to distribute and collect the required data. The data were collected through distributing questionnaires among 384 customers. The validity of the questionnaire was confirmed through convergent validity and its reliability was confirmed through Cronbach’s alpha method for the whole questionnaire (0.9). Data analysis was performed with structural equation modeling (SEM) using SmartPLS software. According to the data analysis results, 41.4% of the total effect of service quality variable on customer intention to buy in airline travel agencies in Bushehr province indirectly explained by word of mouth variable.

Electronic word of mouth is the most important information source in tourists purchase decision.

Therefore, this study was conducted with the aim of exploring and prioritizing the dimensions of electronic word of mouth among coastal tourists. The method of this research is mixed in nature and developmental research in terms of purpose. Therefore, the Meta - Synthesis method has been used to explore the dimensions of ewom and the best-worst method to prioritize these dimensions.

In the qualitative section, the statistical society was 158 documentary articles, which were eventually adjusted to 28 related articles, and in the quantitative section, 10 social media managers from selected coastal tourism centers in north of the country, were selected as experts by using convenience sampling method. Data in the qualitative section, were analyzed using the seven-step method of Sandlowski and Barroso in Meta - Synthesis and in the quantitative section, data were analyzed by the best-worst method (BWM). Dimensions of ewom among coastal tourists were introduced  in 5 categories,10 axial codes and 70 open codes and their prioritization were presented by their importance. The effectiveness of the message was in the first priority, the message platform in the second priority, information exchange in the third priority, communication elements in the fourth priority and the consequences of ewom in the fifth priority.

Company managers need to recognize the characteristics of message receiver and sender and the motivations for their participation in electronic word-of-mouth, and create and expand ewom by creating platforms such as tourism websites, discussion forums and brand communities.

A large number of audiences and members of virtual social networks have caused the success or failure of many large businesses that their performances depend on virtual platforms. Since previous researches viewed customer relationships with service providers as their social capital, the present study develops a model to measure the effects of interactivity and media richness (as features of a virtual social network) on the dimensions of social capital, then explains the effect of this form of capital, which is influenced by the social network, on marketing variables, including loyalty and word of mouth. This research is quantitative in terms of the main strategy, applied in terms of the purpose and descriptive and correlational in terms of data collection method and analytical technique. The statistical community consists of followers of Alibaba Tourism Services Holding Instagram page. The sampling method is random and the sample size according to Cochran's formula with an error level of 0.05 is 385 people. In order to collect the data, a questionnaire with a reliability of 0.941 was used and the validity of the questionnaire was confirmed by management professors. Data analysis was performed using SPSS vs.26 and Amos vs.22 software with structural equation modeling approach. Findings show that a high level of interaction and media richness in the Instagram network can lead to the enhancement of the relational capital of service providers. This type of social capital underlies the attitudes and loyal behavior of customers and word of mouth.

Seeding is the introduction of a new product to a portion of consumers (seeds) before it is widely introduced to the market, and is one of the most important drivers in the design of marketing campaigns and effective word-of-mouth advertising. This research aims to identify different dimensions of seeding through meta-synthesis. For this purpose, 68 articles that had studied the subject of seeding were selected and coded on the concepts extracted from them. In the analysis of chosen researches, from 189 primary codes, 90 indicators (selective code), 18 components (sub-dimension), and five dimensions (main component) were identified. For the first time in this paper, different dimensions of seeding were investigated by the meta-synthesis method. According to the reviewed articles, the concepts extracted from the literature are: 1) Factors affecting seeding with 33 indicators and seven components that are target community characteristics, target community homogeneity, message nature, environmental conditions, internal conditions, marketing tools, and implementation strategies; 2) Characteristics of seeding target market with 21 indicators and three components that are consumer characteristics, customer nature and characteristics of individuals; 3) Communication and networking of seeding with 15 indicators and three components that are a big picture of seeding, position of seeding and nature of social network; 4) Seeding and growth and development with 12 indicators and three components that are value creation, market growth and development and product growth and development; And finally 5) Seeding and marketing with nine indicators and two components that are marketing tools strengthen and customer experience strengthen.

The purpose of this study is to investigate the role of effective factors in word-of-mouth advertising advertising in Bank Mellat investment funds. Based on the applied purpose, the present study is a descriptive-correlation type of data collection in terms of data collection and the type of data collected is a questionnaire that has been conducted in the field. The statistical population of Bank Mellat investment fund customers is in Tehran province branches. In this research, the structural equation modeling method using Smart Pls 3 software was used to analyze the data. Due to the infinity of the statistical population and using Cochran's formula, 394 people were selected as the sample. The reliability of the questionnaire was calculated by calculating the Cronbach's alpha coefficient of 0.754. The validity of the research was checked using confirmatory factor analysis. Examination of the hypotheses showed that the variables of satisfaction, trust, social responsibility and simplicity played a role on word of mouth and the variables of word of mouth and satisfaction also had an effect on the intention to repurchase. The variable of ease of use has no effect on word of mouth.

today, customer knowledge plays a significant role in gaining competitive advantage for organizations, according to the dynamism and complexity of the organization’s environment and also growing expectations of customers, customers’ recognition is an essential principle. Hence, transacting knowledge with customers is a matter of great importance which requires special attention of organizations. The purpose of the current study is to explore the relationship between customers’ perception of the company’s performance in the field of customer knowledge management process (such as mutual knowledge exchange with customers, sharing product and sharing knowledge with customer and gaining customer’s knowledge) and word of mouth.

In order to measure customers’ perception of the customer knowledge management process, three dimensions have been used, including: knowledge for customer, knowledge from customer and knowledge about customer. After studying the theoretical background, an appropriate questionnaire has been designed and distributed among the customers of private banks in Tehran. Also in order to analysis the gathered data, Smart-PLS software have been used.

The results indicate that, customers’ positive perception of company’s knowledge management efforts has a positive and significant influence on customer willingness to spread positive words.

As customer loyalty mediate the relationship between customer knowledge management and Word of mouth, customer knowledge management could be a useful tool for organizations to improve customer loyalty and consequently increase customer’s inclinations to spread word of mouth.

One of the important factors for every corporation is to present innovation and new product at the right time. New companies also need to provide timely delivery of goods and plan accurately at the beginning of their activity for reducing their cost. The purpose of this research is to provide strategies for accurate prediction of the sale of new product with consideration of the impacts of various marketing mix characteristics; for this purpose, new product diffusion models have been used in this research. The models presented in this study for prediction of sales and modeling new product diffusion have not been used in Iranian researches. First, various models for the diffusion of new products and their implementation have been explained. Then, due to the weaknesses in the presented models in the context of simultaneous price and cost analysis of advertising, a model is presented that considers prices and advertising simultaneously in the diffusion of new products. These models were run using library data. By examining the coefficient of determination of the diffusion models, it was shown that the model presented in this study is more suitable than the examined models. Finally, by analyzing the sensitivity to price and advertising, the proposed model is more sensitive to changes.

Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brandchr('39')s sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbachchr('39')s alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

Today, for various reasons, the tendency of people to eat in restaurants has increased dramatically, and this industry has found a special place in people's lives. Obviously, in today's vast market, the success or failure of any business, including restaurants, depends on customer behavior, so it is more successful for a restaurant to do better in retaining its customers and become current brand advertisers as its current customers grow and develop. In this way, in addition to increasing the customer's share of purchases (share from the customer's pocket), also improve its open share. For this purpose, this study has been designed to investigate the effect of perceived quality and perceived value on word of mouth. . This research is descriptive in nature and applied in terms of purpose and the data have been collected by survey and documentary methods. The statistical population of this study includes people who have eaten at least once in restaurants in Rasht. To determine the sample of this research, simple cluster and random methods were used to select restaurants and the available method was used to select customers. The hypotheses of this research have been tested through structural equation testing. The results showed that perceived quality and perceived value have a positive effect on satisfaction and satisfaction on loyalty and commitment. The positive effect of satisfaction and commitment on word of mouth was also confirmed. The positive effect of commitment on loyalty was also proven. It should be noted that the effect of loyalty on word of mouth has been rejected in this study.

While numerous research has been done on the status of health tourism in Iran, a few research has been conducted on the factors influencing travel intention for health tourism. The objective was to study the impact of risk propensity on the travel intention for health tourism with the mediating role of word-of-mouth advertisement and destination trust. The sample size was 483 samples, based on the Krejcie and Morgan table and data was collected using non-random sampling method. Content and face validities as well as confirmatory factor analysis and reliability (Cronbach’s alpha) were confirmed. The reliability of the scale was obtained as 0. 88. The hypotheses were examined by partial least square path analysis, using SmartPLS 2. 0. M4. Risk propensity impacts intention for health tourism, word-of-mouth advertisement, and trust in destination. Moreover, word-of-mouth advertisement and trust in destination have a mediating role in this model.

tourism marketers in an increasingly competitive market are quickly adopting branding strategies similar to what product marketers uses in order to emphasize the uniqueness of tourism destinations they represent. Brand personality, satisfaction, and customer identification with the brand are important drivers of consumer behavior in several contexts. However, the literature lacks studies on these constructive role in tourist behavior. The purpose of this research is to determine the effect of the destination personality on the revisit and promotion of tourism destinations in Kurdistan province. Therefore, the present study in terms of purpose is functional, in terms of nature, descriptive and in terms of research methodology, is a survey. Statistical community of this study, includes domestic tourists from Kurdistan province, especially the three most popular cities of Sanandaj, Marivan and Baneh. With regard to the unlimited statistical community, the number of sample members according to the Cochran formula was 384. A questionnaire was used to collect data and data was analyzed by structural equation modeling using PLS software. The results of this study show that five personality traits in Kurdistan province are respectively: Original, Friendly, Warm, Charming, Down-to-earth .Also, the results of the research hypotheses showed that the destination personality has a positive effect on the tourist satisfaction, tourist–identification with destination, promotion of destination and revisit intention; The tourist satisfaction has a positive effect on the tourist– destination identification, promotion of the destination and revisit intention , Identification on the promotion of the destination and revisit intention has a positive effect.

The purpose of this study is to provide a model to identify the relationship between word of mouth and tourists’ trust with customer-based brand equity in the hotel industry of Shiraz. This research is descriptive-survey and non-random sampling was used. The Sample size is 384 Iranian tourists who traveled to Shiraz and used hotels and accommodation. At first, indicators related to the dimensions of tourists’ trust in the offline domain were extracted, categorized and finalized by systematic review. Then a questionnaire was designed. After distributing the questionnaire, data were analyzed using SPSS and Smart PLS software. By systematic review, three dimensions of destination characteristics, destination staff characteristics and tourist characteristics were considered for trust. The findings indicate that tourist trust mediates the relationship between word-of-mouth advertising and customer-based brand equity.

Consumer -brand engagement is a new concept in marketing literature that has attracted increasing attention of academics and researchers. The impact of consumers’ engagement with a specific brand on corporate performance is the factor that has caused this concept to receive increasing attention in recent years. The present study is an attempt to investigate the effect of subjective drivers (involvement, brand jealousy, brand love), social drivers (social identity, social norms) and behavioral drivers (brand usage experience, functional benefits) on Consumer -brand engagement according to the nature of goods. The research methodology is applied in terms of objectives, and descriptive in terms of nature. The population of the study consisted of customers of Apple and Samsung brands in Tehran. 334 questionnaires were filled by the customers. Structural equation modeling and subgroup correlation test were used to analyze the data. AMOS and SPSS software were used to analyze the data. The results showed that the subjective, social and behavioral drivers have a positive effect on consumer brand engagement. The results also showed that the relationship between brand jealousy and consumer brand engagement is stronger for Hedonic goods. Finally, the research results showed that consumer brand engagement has a positive and significant effect on satisfaction, loyalty, word of mouth and customer confidence.

Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such perceptions of a destination and the affecting factors, esficifically word of mouth (WOM) advertisement, in order to develop religious tourism industry and plan for appropriate related marketing. The aim of this study is to identify whether tourists’ perception of religious destinations can play an intervening role in the effect of WOM advertisement on tourists intention for a destination.

Methodology The present study is practical in nature and is considered a descriptive-exploratory research. The statistical population includes the residents of Ilam and KhoramAbad cities. The sample size was determined based on Krejcie and Morgan’s range of participants. So a sample of 450 available residents was selected. Descriptive and inferential data analyses were conducted. Then, factor analysis was run and structural equation modeling was used to test the hypotheses.

Findings The findings showed that WOM advertisement had a positive effect on tourists’ mental image of reigous destination which is in line with the effect of religious leaders’ WOM advertisement on tourists’ perception i.e. WOM helps create an image of more abstract and intangible characteristics of a destination such as the atmosphere or the friendliness
of people for tourists. WOM was proved effective on tourists’ awareness of the religious destinations. In fact, face-to-face interactions, WOM advertisement builds a database for tourists and affects his/her beliefs about the characteristics of the tourism destinations. It was also shown that WOM can help visualize the religious destination in the mind of the tourists. The more the desirable information about the destination, it makes it easier and quick for tourists to choose that destination among other tourism options. WOM was also influential on tourists’ intention of visiting a religious destination. In addition, the mental image of the religious destination affects tourists’ intention of such trips. If tourists have a more psychologically desirable perception of the destination in mind and if they are more informed about the intangible (the quality of hotels or restaurants and hospitality of the people) and tangible (transfer, the quantity of hotels and restaurants) features of a destination, they would have a more desirable image of the destination in mind.

Conclusion Positive beliefs and excitements in the minds of tourists can result in the selection of that destination by the tourist. Moreover, awareness of a religious tourism destination affects the tourists’ intention of travel. This can prove the positive relationship between brand awareness and the purchasing intention of the customers which means the more desirable the awareness of the destination, the easier for tourists to give priority to that destination. Finally, the mental image of a religious destination affects the intention of travel to that destination which is in line with the fact that there is a significantly positive relationship between brand image and customers’ purchasing intention.

Considering the importance of the role of advertising on social networks, especially for tourist services organizations, the purpose of this research was to investigate the effect of two factors of social interactions and information sources on purchase intention of tourism products and services in cyberspace. Statistical population is all the people who are active members of advertisement channels of tourism services in social networks of Telegram and Instagram. Random sampling method and Cochran formula were used for obtaining the sample size, and library and field methods were employed for data gathering. This study is a descriptive- correlation applied research. Data was collected using researcher questionnaire that was collected by convenient sampling from 390 people making the sample population. The questionnaire validity was confirmed by the related experts and reliability was evaluated by a pilot study from 30 respondents within statistical population; it was 0.8 after calculating Cronbach’s alpha and compound reliability. The results show that the information source has a positive and meaningful on attitude toward information usefulness. On the other side, social interactions have a positive and meaningful effect on customer’s subjective norm. Also, information source and social interactions have a positive and meaningful effect on word of mouth.