THE BRAND OF SERVICE QUALITY AND WORD OF MOUTH MARKETING IN TOURISM: THE OPPORTUNITY OF ARMY BARRACKS

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AKBARI MOHSEN; HOUSHMAND CHAYJANI MILAD; MOTAMED HASSAN

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Journal: Tourism Management Studies Year:2015 | Volume:10 | Issue:31 Page(s): 41-69

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Title

THE BRAND OF SERVICE QUALITY AND WORD OF MOUTH MARKETING IN TOURISM: THE OPPORTUNITY OF ARMY BARRACKS

Author(s)

AKBARI MOHSEN | HOUSHMAND CHAYJANI MILAD | MOTAMED HASSAN | Issue Writer Certificate

Keywords

SERVICE QUALITYQ2

URBAN BRANDQ1

BRAND IMAGEQ1

ATTITUDE TOWARD BRANDQ2

WOMQ1

Abstract

Different cities have different features. They have huge investments, looking for more tourists to raise the return on investment. Word of mouth communication is one of the cheapest and the most valuable ways to develop tourism that has attracted attention of many scholars. Military personnel can be viewed as a source of WOM, because most of them spend many days in different cities. The purpose of this study is to investigate the effect of SERVICE QUALITY on military personnel WOM with the mediating role of satisfaction, city image and their attitude toward the city. This research is descriptive applied in terms of purpose. Questionnaire was used to survey 390 military personnel in the north and north east of Tehran. Structural Equation Modeling and Smart PLS software were used to analyze the gathered data. Results show that services quality has a positive effect on tourists' satisfaction and city image. Also, Satisfaction and city image have positive effects on attitude toward the city. Finally, satisfaction, city image and attitude toward the city have positive effects on WOM. SERVICE QUALITY, URBAN BRAND, BRAND IMAGE, ATTITUDE TOWARD BRAND, WOM.

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APA: Copy

AKBARI, MOHSEN, HOUSHMAND CHAYJANI, MILAD, & MOTAMED, HASSAN. (2015). THE BRAND OF SERVICE QUALITY AND WORD OF MOUTH MARKETING IN TOURISM: THE OPPORTUNITY OF ARMY BARRACKS. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 10(31), 41-69. SID. https://sid.ir/paper/202683/en

Vancouver: Copy

AKBARI MOHSEN, HOUSHMAND CHAYJANI MILAD, MOTAMED HASSAN. THE BRAND OF SERVICE QUALITY AND WORD OF MOUTH MARKETING IN TOURISM: THE OPPORTUNITY OF ARMY BARRACKS. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2015;10(31):41-69. Available from: https://sid.ir/paper/202683/en

IEEE: Copy

MOHSEN AKBARI, MILAD HOUSHMAND CHAYJANI, and HASSAN MOTAMED, “THE BRAND OF SERVICE QUALITY AND WORD OF MOUTH MARKETING IN TOURISM: THE OPPORTUNITY OF ARMY BARRACKS,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 10, no. 31, pp. 41–69, 2015, [Online]. Available: https://sid.ir/paper/202683/en

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