The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan
The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of convers...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2014-01-01
|
| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_1100_3f6b94d90ef2c0e7f7e9ad851cf20f56.pdf |
| _version_ | 1797377340887531520 |
|---|---|
| author | Zohre Dehdashti Sajjad Khani Amin Ajali |
| author_facet | Zohre Dehdashti Sajjad Khani Amin Ajali |
| author_sort | Zohre Dehdashti |
| collection | DOAJ |
| description | The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational and non-conversational advertising on promotion of brand equity in the touristic city of Isfahan. A questionnaire survey was conducted on a sample of 384 potential tourists to Isfahan. Data were analyzed through SEM and CFA by making use of SPSS and LISREL softwares. Results demonstrated that advertisement had no significant bearing on the destinations’ brand image, while at a 99 percent confidence level, WOM and customer experience showed a significant effect. Also, a significant impact was found exerting from conversational and non-conversational advertisement on customer experience. Customer experience itself influences brand equity, and the brand image affects destination brand equity, all at a 99 percent confidence level. |
| first_indexed | 2024-03-08T19:52:12Z |
| format | Article |
| id | doaj.art-5974164f179f4959b0a8fa54b56b2124 |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:52:12Z |
| publishDate | 2014-01-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-5974164f179f4959b0a8fa54b56b21242023-12-24T07:39:58ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2014-01-0192534681100The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of IsfahanZohre Dehdashti0Sajjad Khani1Amin Ajali2عضو محترم هیات علمی دانشگاه علامه طباطبایی( ره)کارشناس ارشد مدیریت بازرگانی دانشگاه علامه طباطبایی (ره)کارشناس مدیریت بازرگانی دانشگاه علامه طباطبایی(ره)The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of conversational and non-conversational advertising on promotion of brand equity in the touristic city of Isfahan. A questionnaire survey was conducted on a sample of 384 potential tourists to Isfahan. Data were analyzed through SEM and CFA by making use of SPSS and LISREL softwares. Results demonstrated that advertisement had no significant bearing on the destinations’ brand image, while at a 99 percent confidence level, WOM and customer experience showed a significant effect. Also, a significant impact was found exerting from conversational and non-conversational advertisement on customer experience. Customer experience itself influences brand equity, and the brand image affects destination brand equity, all at a 99 percent confidence level.https://tms.atu.ac.ir/article_1100_3f6b94d90ef2c0e7f7e9ad851cf20f56.pdfadvertisingword of mouthdestination brand imagecustomer experiencedestination brand equity |
| spellingShingle | Zohre Dehdashti Sajjad Khani Amin Ajali The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan Muṭāli̒āt-i Mudīriyyat-i Gardishgarī advertising word of mouth destination brand image customer experience destination brand equity |
| title | The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan |
| title_full | The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan |
| title_fullStr | The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan |
| title_full_unstemmed | The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan |
| title_short | The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan |
| title_sort | role of advertising and word of mouth in promoting destination brand equity of isfahan |
| topic | advertising word of mouth destination brand image customer experience destination brand equity |
| url | https://tms.atu.ac.ir/article_1100_3f6b94d90ef2c0e7f7e9ad851cf20f56.pdf |
| work_keys_str_mv | AT zohredehdashti theroleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan AT sajjadkhani theroleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan AT aminajali theroleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan AT zohredehdashti roleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan AT sajjadkhani roleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan AT aminajali roleofadvertisingandwordofmouthinpromotingdestinationbrandequityofisfahan |