پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شماره‌ها | 660 |
| تعداد مقالات | 9,651 |
| تعداد مشاهده مقاله | 68,734,472 |
| تعداد دریافت فایل اصل مقاله | 48,245,625 |
Explaining the pattern of using experiential marketing in building tourism dreams | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 17، دوره 15، شماره 4، تیر 2024، صفحه 195-202 اصل مقاله (554.58 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.29784.4257 | ||
| نویسندگان | ||
| Omid ZamanPour1؛ Leila Andervazh* 2؛ Kiumars Arya3 | ||
| 1Department of Business Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran | ||
| 2Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran. | ||
| 3Department of Economics, Roudehen Branch, Islamic Azad University, Roudehen, Iran | ||
| تاریخ دریافت: 06 آذر 1401، تاریخ بازنگری: 10 بهمن 1401، تاریخ پذیرش: 08 اسفند 1401 | ||
| چکیده | ||
| The aim of the current research is to explain and investigate the pattern of using experiential marketing in building tourism dreams. In terms of purpose, this research is applied, in terms of data collection, it is descriptive-survey and quantitative research. The research community was formed by tourists visiting Khuzestan province during the years 2020-2021 (the last 10 years), whose number is unlimited and uncertain. The sample size based on Cochran's formula was 384 people who were selected by simple random method. Data collection was done through a closed questionnaire, and its reliability and validity were confirmed through the conducted tests. The mentioned questionnaire was prepared based on the results of data analysis related to the data obtained from interviews with experts in the design stage of the model. To test the model of using experiential marketing in the construction of tourism dreams, the structural equation model test was used, which was done through PLS software. The results showed that there is a significant relationship between the model variables. In such a way that the causal conditions have a positive effect on the central phenomenon; The central phenomenon, background conditions, and intervention conditions have a positive, positive, and negative effect on strategies, respectively; And finally, the strategies had a positive and significant effect on the results. | ||
| کلیدواژه‌ها | ||
| tourism؛ experiential marketing؛ tourism dream | ||
| مراجع | ||
|
[1] S. Chintalapati and S.K. Pandey, Artificial intelligence in marketing: A systematic literature review, Int. J. Market Res. 64 (2022), no. 1, 38–68. [2] E. Christou and C. Chatzigeorgiou, Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences, J. Tourism Heritage Serv. Market. 6 (2020), no. 1, 25–32. [3] V. Datta, A conceptual study on experiential marketing: Importance, strategic issues and its impact, Int. J. Res.-Granthaalayah 5 (2017), no. 7, 26–30. [4] M. Godovykh and A.D. Tasci, Customer experience in tourism: a review of definitions, components, and measurements, Tourism Manag. Persp. 35 (2020), 100694. [5] I. Gunawan, Customer loyalty: The effect customer satisfaction, experiential marketing and product quality, Kinerja: Journal Management Organizes Dan Industry, 1 (2022), no. 1, 35–50. [6] B.C. Kose and A. Akyol, Experiential destination marketing and tourist behavior: A research on senior tourists, Turizm Akad. Dergisi 6 (2019), no. 2, 271–287. [7] D. Le, N. Scott, and G. Lohmann, Applying experiential marketing in selling tourism dreams, J. Travel Tourism Market. 36 (2019), no. 2, 220–235. [8] M.T. Lin, Effects of experiential marketing on experience value and customer satisfaction in ecotourism, Ekoloji 28 (2019), no. 107, 3151–3156. [9] I. Prasasti, A.R. Rukhyat, K.E. Nashar, and A.D. Samoedra, Parents knowledge, experiential marketing in determining decision to purchase gadgets for children, PalArch’s J. of Archaeol. Egypt/Egyptol. 17 (2020), no. 4, 3512–3519. [10] R.A. Rather, Customer experience and engagement in tourism destinations: The experiential marketing perspective, J. Travel Tourism Market. 37 (2020), no. 1, 15–32. [11] D.M. Sari and S.D. Aprialita, The influence of content, influencer, and experiential marketing on customer engagement of online game applications, Rev. Manag. Account. Bus. Stud. 1 (2020), no. 1, 27–36. [12] N. Vila-Lopez, I.K. Boluda, and J.T. Marin-Aguilar, Improving residents’ quality of life through sustainable experiential mega-events: High-versus low-context cultures, J. Hospital. Tourism Res. 46 (2022), no. 5, 979–1005. [13] T.M. Yeh, S.H. Chen, and T.F. Chen, The relationships among experiential marketing, service innovation, and customer satisfaction—A case study of tourism factories in Taiwan, Sustainability 11 (2019), no. 4, 1041. [14] D. Zha, P. Foroudi, Z. Jin, and T.C. Melewar, Making sense of sensory brand experience: Constructing an integrative framework for future research, Int. J. Manag. Rev. 24 (2022), no. 1, 130–167. | ||
|
آمار تعداد مشاهده مقاله: 20,919 تعداد دریافت فایل اصل مقاله: 8,458 |
||