Study of impact of global brand impact on tourism development (case study: Damghan city)

Journal of Tourism Hospitality Research

دوره 7، شماره 3، شهریور 2020، صفحه 25-47   

نوع مقاله: Original Article

نویسندگان

Zeynab Karkehabadi^{* 1}؛ Mostafa Foadian²

¹Associate Professor of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran

²Ph.D. student of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran

چکیده

Brands are considered one of the most valuable intangible assets. Branding is the idea of creating a unique feature to differentiate and is one of the essential components in tourism programs and the important tools for urban tourism development in different aspects of economic, social, cultural, environmental and physical. In this study, it is tried to investigate the impact of the global brand on the development of the tourism economy of the Damghan city. LESREL software had been used for this purpose . The research method was descriptive - analytic and of application type. In this study, data collection was done through SPSS and questionnaire distribution and library studies. The results of analysis of an agent for investigation of features (awareness, loyalty, image, perceived quality) on particular value of the pistachio brand in Damghan city indicated that the collected data were well supported the pattern and the overall indicators showed proper adequacy of the pattern by the data .Also after reviewing the second - order factorial analysis, it was found that all the factorial loads were meaningful and support the indicators and variables well. The investigations outcome of the impact rate of pistachio global brand on the development of tourism economy using T- test, showed that the acquired average is more than mean 3, and acquired meaningful level 0.000at level of 0.95 Indicated the high impact of pistachio particular brand on tourism economic development in Damghan city. Studying the results of direct and indirect effects of the global brand of pistachio in urban tourism development in economical dimensions using Path analysis test, showed that due to the acquired Betas, it is indicator of direct impact of global brand of pistachio on development of tourism industry in Damghan city.

کلیدواژه‌ها

brand؛ pistachio؛ economic development؛ tourism؛ Damghan city

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