Investigating the factors affecting the brand equity of sports tourism destination brand (Case study of Bandar Abbas city in Iran)
محورهای موضوعی :
1 - Department of Physical Education and Sports Sciences, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
کلید واژه:
چکیده مقاله :
bandar Abbas city is a suitable platform for sports tourism, especially in the cold seasons of the year, as well as water sports due to its geographical location and natural features; but so far it has not been successful in this regard. Having a successful sports tourism brand can be very effective in increasing the competitive advantage of the destination, attracting sports tourists and thus increasing revenues from the sports tourism industry, economic prosperity and preventing migration of residents. By examining the brand equity, the nature of the destination can be identified and a general framework can be provided to the managers and marketing professionals of that destination that can measure the effectiveness of the brand of that destination. Therefore, the purpose of this study was to investigate the factors affecting the special value of the brand of sports tourism destination in Bandar Abbas city. The statistical population of the study included all sports tourists (sports and sports science events) from October to March 2019 in Bandar Abbas city. The sample size was 108 people who were selected by convenience sampling method. The data collection tool was a questionnaire and the data obtained through structural equations and partial least squares method were analyzed using SPSS and smart pls software. Findings from the study show that brand awareness, brand image and perceived quality have a positive and significant effect on brand equity and brand image, perceived value and brand equity have a positive and significant effect on brand loyalty. Brand awareness has the greatest impact on brand equity and brand equity has the greatest impact on brand loyalty but perceived quality has not had a significant effect on brand loyalty.
bandar Abbas city is a suitable platform for sports tourism, especially in the cold seasons of the year, as well as water sports due to its geographical location and natural features; but so far it has not been successful in this regard. Having a successful sports tourism brand can be very effective in increasing the competitive advantage of the destination, attracting sports tourists and thus increasing revenues from the sports tourism industry, economic prosperity and preventing migration of residents. By examining the brand equity, the nature of the destination can be identified and a general framework can be provided to the managers and marketing professionals of that destination that can measure the effectiveness of the brand of that destination. Therefore, the purpose of this study was to investigate the factors affecting the special value of the brand of sports tourism destination in Bandar Abbas city. The statistical population of the study included all sports tourists (sports and sports science events) from October to March 2019 in Bandar Abbas city. The sample size was 108 people who were selected by convenience sampling method. The data collection tool was a questionnaire and the data obtained through structural equations and partial least squares method were analyzed using SPSS and smart pls software. Findings from the study show that brand awareness, brand image and perceived quality have a positive and significant effect on brand equity and brand image, perceived value and brand equity have a positive and significant effect on brand loyalty. Brand awareness has the greatest impact on brand equity and brand equity has the greatest impact on brand loyalty but perceived quality has not had a significant effect on brand loyalty.