The Brand of Service Quality and Word of Mouth Marketing in Tourism: The Opportunity of Army Barracks
Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be vi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2015-09-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_3895_f44abeb0573ea8a43c536673bccfabe0.pdf |
| _version_ | 1827399794168954880 |
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| author | Mohsen Akbari Milad Houshmand Chaikhani Hassan Motamed |
| author_facet | Mohsen Akbari Milad Houshmand Chaikhani Hassan Motamed |
| author_sort | Mohsen Akbari |
| collection | DOAJ |
| description | Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed as asource of WOM, because most of them spend many days in different cities. Thepurpose of this study is to investigate the effect of service quality on militarypersonnel WOM with the mediating role of satisfaction, city image and theirattitude toward the city. This research is descriptive applied in terms of purpose.Questionnaire was used to survey 390 military personnel in the north and northeast of Tehran. Structural Equation Modeling and Smart PLS software wereused to analyze the gathered data. Results show that services quality has apositive effect on tourists' satisfaction and city image. Also, Satisfaction and cityimage have positive effects on attitude toward the city. Finally, satisfaction, cityimage and attitude toward the city have positive effects on WOM. Service Quality, Urban Brand, Brand Image, Attitude toward Brand,WOM |
| first_indexed | 2024-03-08T19:51:20Z |
| format | Article |
| id | doaj.art-7fd6b8c696e64973abfab15714e9fc1a |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:51:20Z |
| publishDate | 2015-09-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-7fd6b8c696e64973abfab15714e9fc1a2023-12-24T07:40:27ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2015-09-01103141693895The Brand of Service Quality and Word of Mouth Marketing in Tourism: The Opportunity of Army BarracksMohsen Akbari0Milad Houshmand Chaikhani1Hassan Motamed2استادیار و عضو هیات علمی گروه مدیریت دانشگاه گیلاندانشجوی دکتری مدیریت استراتژیک دانشگاه تهران(فارابی)دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه گیلانDifferent cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed as asource of WOM, because most of them spend many days in different cities. Thepurpose of this study is to investigate the effect of service quality on militarypersonnel WOM with the mediating role of satisfaction, city image and theirattitude toward the city. This research is descriptive applied in terms of purpose.Questionnaire was used to survey 390 military personnel in the north and northeast of Tehran. Structural Equation Modeling and Smart PLS software wereused to analyze the gathered data. Results show that services quality has apositive effect on tourists' satisfaction and city image. Also, Satisfaction and cityimage have positive effects on attitude toward the city. Finally, satisfaction, cityimage and attitude toward the city have positive effects on WOM. Service Quality, Urban Brand, Brand Image, Attitude toward Brand,WOMhttps://tms.atu.ac.ir/article_3895_f44abeb0573ea8a43c536673bccfabe0.pdfservice qualityurban brandbrand imageattitude toward brandwom |
| spellingShingle | Mohsen Akbari Milad Houshmand Chaikhani Hassan Motamed The Brand of Service Quality and Word of Mouth Marketing in Tourism: The Opportunity of Army Barracks Muṭāli̒āt-i Mudīriyyat-i Gardishgarī service quality urban brand brand image attitude toward brand wom |
| title | The Brand of Service Quality and Word of Mouth Marketing
in Tourism: The Opportunity of Army Barracks |
| title_full | The Brand of Service Quality and Word of Mouth Marketing
in Tourism: The Opportunity of Army Barracks |
| title_fullStr | The Brand of Service Quality and Word of Mouth Marketing
in Tourism: The Opportunity of Army Barracks |
| title_full_unstemmed | The Brand of Service Quality and Word of Mouth Marketing
in Tourism: The Opportunity of Army Barracks |
| title_short | The Brand of Service Quality and Word of Mouth Marketing
in Tourism: The Opportunity of Army Barracks |
| title_sort | brand of service quality and word of mouth marketing in tourism the opportunity of army barracks |
| topic | service quality urban brand brand image attitude toward brand wom |
| url | https://tms.atu.ac.ir/article_3895_f44abeb0573ea8a43c536673bccfabe0.pdf |
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