The Effect of Social Interaction, Appearance, and Credit Value of Tourism Brands in Cyberspace and its Impact on the Choice of European Tourists Destinations (Case Study: Tehran Travel Agencies)

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SHIRMOHAMMADI YAZDAN; Zargham Boroojeni Hamid; Javani Masomeh

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Journal: New Marketing Research Journal Year:2019 | Volume:9 | Issue:3 (34) Page(s): 79-100

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Information Journal Paper

Title

The Effect of Social Interaction, Appearance, and Credit Value of Tourism Brands in Cyberspace and its Impact on the Choice of European Tourists Destinations (Case Study: Tehran Travel Agencies)

Author(s)

SHIRMOHAMMADI YAZDAN | Zargham Boroojeni Hamid | Javani Masomeh | Issue Writer Certificate

Keywords

ocial InteractionQ2

Appearance of the BrandQ1

CyberspaceQ1

European TouristsQ2

Tourism BrandQ1

Abstract

In this research, the social network capabilities on the tourists' intention to travel through the variables of the process of tourist experience from the social network, interaction with tourists, creating pleasure for tourists, and the value of tourism benefits of the European Tourists in Tehran have been investigated. The present research was applied in terms of its purpose and descriptive-survey research in terms of research methodology. The statistical population was the tourism experts and technical managers of travel agencies of Tehran. The Statistical analyses were performed using SPSS and AMOS software. The bootstrap method was used to test the path analysis of hypothesis. The findings of the research showed that social networking capabilities had an impact on the process of tourism experience from the social network and interaction with tourists. Creating pleasure for tourists also influenced tourists’ intention of to travel, but the value of tourism service benefit and interaction with tourists did not affect the intention of tourists to travel. In fact, the choice of European Tourists requires a brand with high interconnection, attractive appearance, and significant credit for tourists. Findings of this research showed that social network capabilities influenced the process of tourist experience of social network and interaction with tourists. The results of this study also indicated that the process of tourist experience of social network did not affect the interaction with tourists, but the process of tourist experience of social network affected tourists’ intention to travel.

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APA: Copy

SHIRMOHAMMADI, YAZDAN, Zargham Boroojeni, Hamid, & Javani, Masomeh. (2019). The Effect of Social Interaction, Appearance, and Credit Value of Tourism Brands in Cyberspace and its Impact on the Choice of European Tourists Destinations (Case Study: Tehran Travel Agencies). NEW MARKETING RESEARCH JOURNAL, 9(3 (34) ), 79-100. SID. https://sid.ir/paper/388061/en

Vancouver: Copy

SHIRMOHAMMADI YAZDAN, Zargham Boroojeni Hamid, Javani Masomeh. The Effect of Social Interaction, Appearance, and Credit Value of Tourism Brands in Cyberspace and its Impact on the Choice of European Tourists Destinations (Case Study: Tehran Travel Agencies). NEW MARKETING RESEARCH JOURNAL[Internet]. 2019;9(3 (34) ):79-100. Available from: https://sid.ir/paper/388061/en

IEEE: Copy

YAZDAN SHIRMOHAMMADI, Hamid Zargham Boroojeni, and Masomeh Javani, “The Effect of Social Interaction, Appearance, and Credit Value of Tourism Brands in Cyberspace and its Impact on the Choice of European Tourists Destinations (Case Study: Tehran Travel Agencies),” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 3 (34) , pp. 79–100, 2019, [Online]. Available: https://sid.ir/paper/388061/en

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