The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd)

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KONJKAV MONFARED AMIR REZA; HOSSEINI ELAHEH

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Journal: TOURISM AND DEVELOPMENT Year:2020 | Volume:9 | Issue:3 Page(s): 191-206

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Title

The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd)

Author(s)

KONJKAV MONFARED AMIR REZA | HOSSEINI ELAHEH | Issue Writer Certificate

Keywords

tourism brand reputationQ1

Tourist LoyaltyQ1

tourist imageQ1

exploratory strategyQ1

exploitation strategyQ1

Abstract

The hotel industry is a mix of tangible and intangible services; Accordingly, hotel guests usually purchase at one time a service with several sign-based rating criteria. . the purpose of this study is to investigate the impact of exploration and exploitation strategies on the reputation of brand by considering the role of loyalty and image of tourists. The purpose of this study is applied and descriptive-survey in nature. The statistical population of the present study was 4783 people residing in spring 2018, 4 and 5 star hotels in Yazd. A total of 355 available samples were collected by Cochran formula. The data collection tool was a questionnaire. The validity of the questionnaire was calculated using AVE at an acceptable level greater than 0. 5 and its reliability was confirmed by Cronbach's alpha coefficient and its value was above 0. 7 and confirmed. Amos software was used for data analysis. The results showed that ambivalent strategies include exploration and exploitation strategies that have a significant effect on tourists' mental image. The findings also showed that the mental image of tourists has a significant effect on Tourist Loyalty and tourism brand reputation. The results showed that loyalty of tourists also influenced brand reputation. Also, the exploration strategy with the mediating effect of brand image affects the reputation and loyalty of tourism brand. Operation strategy also influences the brand loyalty of tourism by mediating the effect of brand image; But the mental image exploitation strategy does not have a significant impact on tourism brand reputation.

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APA: Copy

KONJKAV MONFARED, AMIR REZA, & HOSSEINI, ELAHEH. (2020). The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd). TOURISM AND DEVELOPMENT, 9(3 ), 191-206. SID. https://sid.ir/paper/371373/en

Vancouver: Copy

KONJKAV MONFARED AMIR REZA, HOSSEINI ELAHEH. The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd). TOURISM AND DEVELOPMENT[Internet]. 2020;9(3 ):191-206. Available from: https://sid.ir/paper/371373/en

IEEE: Copy

AMIR REZA KONJKAV MONFARED, and ELAHEH HOSSEINI, “The Impact of Exploration and Exploitation Strategies on Tourism Brand Reputation With Emphasis on The Role of Loyalty and Mental Image 0f Tourists (Case Study: 4 and 5 Star Hotels In Yazd),” TOURISM AND DEVELOPMENT, vol. 9, no. 3 , pp. 191–206, 2020, [Online]. Available: https://sid.ir/paper/371373/en

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