The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists)

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Taghipourian Mohammad Javad; YAZDANI REZA; Aghaifar Mohammad Zaman

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Journal: Urban Tourism Year:2019 | Volume:5 | Issue:4 Page(s): 37-50

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Information Journal Paper

Title

The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists)

Author(s)

Taghipourian Mohammad Javad | YAZDANI REZA | Aghaifar Mohammad Zaman | Issue Writer Certificate

Keywords

Destination image imageQ1

unique imageQ1

cognitive imageQ1

emotional imageQ1

Mazandaran provinceQ2

Abstract

Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, the questionnaires distribute among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant. Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, a questionnaire was developed based on research work Line and et al. (2007), Hsu and et al. (2010), Jalilvand and et al. (2012), Hosany and Prayag (2013) and Among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant.

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APA: Copy

Taghipourian, Mohammad Javad, YAZDANI, REZA, & Aghaifar, Mohammad Zaman. (2019). The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists). URBAN TOURISM, 5(4 ), 37-50. SID. https://sid.ir/paper/369725/en

Vancouver: Copy

Taghipourian Mohammad Javad, YAZDANI REZA, Aghaifar Mohammad Zaman. The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists). URBAN TOURISM[Internet]. 2019;5(4 ):37-50. Available from: https://sid.ir/paper/369725/en

IEEE: Copy

Mohammad Javad Taghipourian, REZA YAZDANI, and Mohammad Zaman Aghaifar, “The role of destination brand image on tourism Behavioral tendencies (case study: west of Mazandaran Province's tourists),” URBAN TOURISM, vol. 5, no. 4 , pp. 37–50, 2019, [Online]. Available: https://sid.ir/paper/369725/en

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