Destination brand brilliance as a differential advantage for a tourist destination

Mojgan Barkhordari, Yazdan Shirmohammadi, Shahram Hashemnia
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Abstract

The purpose of this article is to investigate the formation of tourist-based destination brand brilliance as a differential advantage for a destination according to Alderson’s differential theory. This will be done via content generated on social media sites by both destination management organizations and tourists, and through the mediating role of three dimensions of Aaker’s brand equity model: awareness, image and perceived quality. Alderson’s differential theory in a tourism context, and investigating the brilliance aspect of a brand, are both new research areas. Data was collected by electronically distributing questionnaires to 398 WhatsApp and Telegram users in Iran. This study confirms the relationship between tourist-generated content and destination brand brilliance through the mediating roles of awareness, image and perceived quality, but the content generated by the destination management organization to make a destination brand brilliant is only possible through the mediating roles of image and perceived quality. There is also a significant positive relationship between the perceived quality of a destination and the formation of destination brand brilliance. The findings of this research will help destination management organizations to better think about, and better manage, content generated on social media sites by organizations and tourists to form brilliance for their destination brand.
作为旅游目的地差异优势的目的地品牌价值
本文的目的是根据奥尔德森的差异理论,研究以游客为基础的目的地品牌光辉的形成,以此作为目的地的差异优势。本文将通过目的地管理组织和游客在社交媒体网站上生成的内容,并通过 Aaker 品牌资产模型的三个维度(知名度、形象和感知质量)的中介作用来完成这一研究。奥尔德森的差异理论在旅游业中的应用以及对品牌光彩方面的调查都是新的研究领域。本研究通过向伊朗 398 名 WhatsApp 和 Telegram 用户发放电子问卷的方式收集数据。本研究通过认知、形象和感知质量的中介作用证实了游客生成的内容与目的地品牌光彩之间的关系,但只有通过形象和感知质量的中介作用,目的地管理组织生成的内容才有可能使目的地品牌光彩夺目。目的地的感知质量与目的地品牌辉煌的形成之间也存在明显的正相关关系。本研究的结论将有助于目的地管理组织更好地思考和管理组织和游客在社交媒体网站上产生的内容,从而形成目的地品牌的辉煌。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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